MRA Mid Atlantic Chapter Event - A New Era of Social Good


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Presentation from A New Era of Social Good: How New Technologies and Data Driven Insight are Transforming The Way We Give, November 09, 2011. Hosted by the Mid Atlantic Marketing Research Association.

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MRA Mid Atlantic Chapter Event - A New Era of Social Good

  2. 2. Agenda 11:30AM: Lunch and Networking 12:00PM: Panel Introductions 12:10PM: Speaker Presentations 12:50PM: Question & Answers 1:30PM: Closing 2:00PM: Venue closes
  3. 3. Speakers Brian Fujito, Chief Technology Officer Brendan Hurley, SVP, Marketing & Communications Addie Connor, VP, Advertising Audrey Fabbri, Chief Marketing Officer
  4. 4. The Need to Give America’s Poor: A Regional Look at Poverty In America (Source: )
  5. 5. The Need to Give: Global Data on Poverty
  6. 6. Charity in the US: A Culture of Giving Americans gave: $290.89 billion in 2010 ($211 BN from individuals) Recipients:  Religious orgs: 35% Education 14% Human Services 9% Change over 2009 International Charities 15% Public Benefit 6%Arts, Culture, Humanities 6% Foundations 2% Health 1% 0% 5% 10% 15% 20%
  7. 7. Innovative Giving: Disaster ReliefCoke partners with the Red Cross to accept donations at vending machines.
  8. 8. Innovative Giving: Development AidKiva and the Microfinance Revolution Founded in 2005 636,949 Lenders $255 MM in loans 98.9% repayment rate
  9. 9. Innovative Giving: Investing in Creativity The world’s largest funding platform for creative projects Founded in 2009 Successful Projects: 10,338 Pledged: $75,262,447 Backers: 793,362 Project: The Present: Fundraising goal of $24,000, raised $97,567 as of 11/13/11
  10. 10. Trends and Innovative Non-Profit Models Trends and analysis  UMass survey finds social media use among nonprofits leads all other sectors  How the Top 50 Nonprofits are using social media  4 Social Trends Impacting the Future of Online Fundraising Additional examples of Innovative Non-Profit Models:  Safecast: Building a volunteer community to help map radiation in Japan.  Ushahidi: Nonprofit tech company developing open source software.  charity: water: Funding water projects around the world.  Using social media to find a bone marrow transplant  John Deere’s: Project “CAN DO”  Best Friends Animal Society: Invisible Dogs Campaign
  11. 11. Non-Profit ResourcesRESOURCES Care2 Make a Difference: Community of 17 million users collaborating on a wide range of causes. Charity Navigator: The largest charity evaluation site in the US. Chronicle of Philanthropy: News, ideas, and jobs in the non profit world. DC Tech Meetup: Monthly gathering of local entrepreneurs, technologists, marketers, VC, and innovators. Free resources for non-profits Idealist: Nonprofit-focused jobs and volunteer opportunities around the world. Marketing Research Association: Premier industry association for the marketing research community 2011 Nonprofit Social Network Report: Third annual report on how nonprofits are using social networks. Quirks – The Marketing Research Review: Resource for marketing research reports and providers Stanford Social Innovation Review: Articles, reports, and data-driven analysis on innovating social value creation Taproot Foundation: Nonprofit that makes business talent available to organizations working to improve society. The Drucker Institute Nonprofit Innovation Awards: Annual awards to three innovative nonprofits The Urban Institute’s National Center for Charitable Statistics: Non-partisan think tank tracking data on charitable organizations Note: The MRA Mid-Atlantic Chapter does not endorse the services provided by any of the organizations listed above.
  12. 12. Give to the MaxNext Generation Community Fundraising
  13. 13. Give to the Max Day: Minnesota 2009: $14M in 1 day 38,778 donors 3,434 nonprofits 2010: $10M in 1 day 42,624 donors 3,663 nonprofits
  14. 14. GTMD Minnesota: Impact Sample Nonprofit of donors on Give Results* to the Max DayLes Voyageurs Inc.: 83 donors said they will use 75% NEW GiveMN againTwin Cities Rise : 104 donors 43% NEW of nonprofitsWilder Foundation: 61 donors participating in 39% NEW Give to the Max Day 2010 will likelyHumane Society: 1668 donors participate in this 25% NEW event again next yearSource: GiveMN
  15. 15. Testimonials “Students commented on the leaderboard being more exciting than Facebook – now THAT is a compliment if I have ever heard one!!” -Kristin Bortnem, Associate Director of Annual Giving, Concordia College “Give to the Max day is a such a benefit to a small organization…the day allows us to get our message out in a fun way that our constituents respond to…it provides…a clear motivator.” - Laura Zabel, Executive Director, Springboard for the ArtsSource: GiveMN
  16. 16. What do donors want? 5
  17. 17. Successful Giving Days• Scalable platform that can take a pounding• Online & Mobile experiences• Self-serve Social Fundraising• Self-serve Matching Grants• Dynamic Leaderboards: Competitive giving• Social sharing tools• Social media marketing and promotion• Award money sponsorships• Media partnerships• Blogger and Social Media partnerships
  18. 18. Learning and Enhancing• Post-contest surveys from MN, DC, NV, etc• Donor behavior: what do they want?• Sharing/Giving/Commenting patterns• Repeat donation & activity patterns• Consumer marketing efficacy (FB ads, etc)
  19. 19. Give2Max: Greater Washington Give2max.or g @give2max
  20. 20. Thank you!Contact: Support your Brian Fujito favorite nonprofit: @brianfujito @give2max 571-216-9582 Nov 9, 2011
  21. 21. Goodwill & Digital Media:Convenience, Cultivation and Conversion!
  22. 22. Mission and ModelGoodwill mission - is to transform lives andcommunities through the power of educationand employment. – We help put people backto work.Goodwill model – Social enterprise. We area nonprofit charitable agency that runs like atraditional business.
  23. 23. Why social/digital media?• Traditional fundraising accounts for only 3% of our annual revenue• Fundraising is not a major focus, but a huge opportunity!• Digital media gives us an additional fundraising channel – “Give2theMax”• Primary benefit is in support of Goodwill’s “economic engine”: donated goods and retail operations• Requires time and talent, but little hard cost• Excellent channel for education, positioning and building brand loyalty
  24. 24. Goals of Digital/Social Media 1. Prospect, educate and cultivate donors, consumers and advocates 2. Convert consumers and donors into Goodwill customers, donors and brand/mission advocates 3. Provide greater convenience for donors, shoppers and advocates Approach: 1. Use an integrated approach combining both new media and traditional media. 2. Message is always consistent, positioning and channels differ based on segmented population
  25. 25. Digital Channels• Facebook – donor / shopper education, prospecting, cultivation and activation.• Twitter – donor / shopper education, prospecting, cultivation and activation• Fashion blog (English & Spanish) – Consumer engagement, cultivation and conversion. Help position Goodwill as a fashion resource to change perceptions• YouTube – Educate viewers, put a face to our mission, prospect and cultivate• Foursquare – Retail brand loyalty rewards and / or sampling• QR Codes – Retail brand loyalty rewards and/or sampling• Mobile app (iPhone & iPad) Donor and shopper convenience, education, engagement• Content marketing/virtual fashion shows – Consumer cultivation and conversion• eBay & – online shopping portal. Demand driven price points = higher margins• Survey Monkey – Customer and donor satisfaction• Basecamp – Internal project management, convenience
  26. 26. Successes and challenges Success:• Tremendous success in repositioning our retail operations and generating donations of household goods. – Sales are up – donations are up – reputation is dramatically improved – blogger is quoted in fashion stories – Received millions of dollars in earned media, strengthening position and promise Challenges:• Digital technology is still evolving so there is a big learning curve• Nonprofit models are very different, and not always compatible with online giving (texting, subscription, email, FB, etc) Future:• Digital fundraising will grow because technology is growing. Checks will one day no longer be used as baby boomers pass on. Those building social networks now will benefit tomorrow.• Must develop a long term strategy and be committed
  27. 27. Contact InfoBrendan HurleyVice President & Chief Marketing OfficerGoodwill of Greater WashingtonPhone: (202) 715-2605Email: Brendan.Hurley@DCGoodwill.orgTwitter: @HurleyBBlog:
  28. 28. Unlocking the Power of Facebook
  29. 29. Facebook Ecosystem Build Targeted Engage Fans Fan Bases Pages Ads Research Research Apps Surveys Monetize Fans 2
  30. 30. Facebook Ads Build Audience Profiles Interests Demographics (Competitors, (Age, gender, behavioral, media & education level, marital entertainment status) preferences, positive & negative sentiment) Ad Elements Location(Headline, body, image, (Country, State, Region, word of mouth, text City, Metro vs. Non, category, verbiage, Coastal vs. Non) image type) Audience Profiles 3
  31. 31. Relating to Users on Facebook 4
  32. 32. Social Responsibility Case Study: The Power of Giving Aligning with a philanthropic cause (donation of 1$ per fan) saves a brand money… Without donation language: • Cost was 56% higher • Actions/impressions 48% lower • Actions/clicks 38% lower • CTR was 17% lower 5
  33. 33. Understanding Value 6
  34. 34. RETHINKPROMOTIONS. Presented to:REWARDYOUR BRAND. © 2011 Recoup – All rights reserved
  35. 35. 80% donatedof Americansto a cause in 2010Fact #1 © 2011 Recoup – All rights reserved
  36. 36. 92% want to buyof Americansa product that supports a cause.Fact #2 © 2011 Recoup – All rights reserved
  37. 37. The Thoughtful ConsumerInformed EngagedAuthentic SocialInvolved EmpoweredTransparent Design ConsciousConnectedIndependent PURCHASES WITH AN EYE TO GOOD DESIGN, GOOD CAUSES & QUALITY OF LIFE © 2011 Recoup – All rights reserved
  38. 38. What if? What if your business could empower your customer to repurpose their purchases for good? © 2011 Recoup – All rights reserved
  39. 39. The first cause shopping channel wherebusinesses empower consumers to: Buy what they like Save what they want Support what they love With fun and ease © 2011 Recoup – All rights reserved
  40. 40. It’s Convenient.With Recoup you have one point of entryto access hundreds of local and nationalnonprofits saving you the administrativehurdle of screening, approvingand managing them.Your customers are empowered to choosewhat matters to them. © 2011 Recoup – All rights reserved
  41. 41. It’s Tailored.You can establish your own branded,dedicated channel and: control your message integrate it with existing marketing and philanthropic efforts connect with cause supporters © 2011 Recoup – All rights reserved
  42. 42. It’s Smart.Enhance brand favorability and salesby accessing a community of brandbuyers that seek to: purchase thoughtful items support thoughtful brands donate to thoughtful causes. © 2011 Recoup – All rights reserved
  43. 43. It’s Easy.You: Select a promotion and suggest a nonprofit.Recoup:•Builds a branded channel with you•Promotes to nonprofit member base•Rewards consumers•Tracks behavior•Pays merchants•Donates to nonprofits © 2011 Recoup – All rights reserved
  44. 44. Comparables. Cost per Cost per Customer Network Customer Impression Click Lock in Benefits AcquisitionTraditional Media Expensive Free No No No(Magazines, Newspaper, TV, Radio)Pay per Click Free Moderate to No No No(Google, Facebook, Microsoft, Yahoo) ExpensiveOnline Discounts Free Free Yes Limited No(Groupon, Bloomspot, 500+ others)Recoup Promotions Free Free Yes High Yes © 2011 Recoup – All rights reserved
  45. 45. Recoup Promotions Traditional Media (Magazines, Newspapers, TV, Radio) Collect money upfront  Pay upfront Pay later with reduced profit  Compete for space Cause affiliation enhances loyalty  Results are not guaranteed Repetition benefits brand/sales  Short lived, repetition costs Customer acquisition is included  Customer acquisition is not included Relevance drives social amplification  No incentives for customers to connectOnline Discounts Pay per Click(Groupon, Bloomspot, 500+ others) (Google, Facebook, Microsoft, Yahoo) Collect money upfront (not always the case)  Pay in advance Pay later with reduced profit  Compete for relevance Big discounts may hurt loyalty  Results are not guaranteed Repetition may hurt brand/sales  Recurring cost, can be expensive Customer acquisition is not included  Customer acquisition is not included Limited network amplification  No incentives for customers to connect © 2011 Recoup – All rights reserved
  46. 46. Create your own branded channelto build lasting relationshipswith thoughtful customers,not discount-seekers. © 2011 Recoup – All rights reserved
  47. 47. You amplify your support to great causes by increasing thenonprofit’s fundraising pool and awareness. You can visiblydemonstrate your goodwill in the eyes of the public.While supporting a good cause, you improve sales and brandfavorability by enabling consumers to transform purchasesof your products into donation opportunities.Consumers buy a high-quality product, save a little moneyand support a cause they love. © 2011 Recoup – All rights reserved
  48. 48. Ready?CONTACT USAndrea FabbriChief Marketing Officertel. 202.719.2522 x716 1010 Wisconsin Avenue, NW Suite Washington, DC 20007 © 2011 Recoup – All rights reserved
  49. 49. MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011 A New Era of Social Good: How New Technologies and Data Driven Insights are Changing the Way We Give 11/09/2011 Speaker BiosBrian Fujito, CTO, RazooBrian joined Razoo as Chief Technology Officer in August of 2009. Brian brings deep andextensive technology leadership experience to Razoo, with a track record of working withmission-driven internet companies. In 2000, Brian joined where he served asChief Technology Officer; there, he helped revamp the business, and designed and rebuilt anonline giving system to handle millions of dollars in donation flow to client nonprofits.Whenever possible, Brian loves spending time with his wife and twins.Brian graduated Summa Cum Laude with a Bachelors degree in Computer Science andEngineering from Princeton University.Brendan Hurley, Vice President & Chief Marketing OfficerGoodwill of Greater WashingtonBrendan Hurley is the Vice President & Chief Marketing Officer for Goodwill of GreaterWashington where he is responsible for the non-profit agency’s internal and external marketing& communications strategies covering its retail operations, contract services and job trainingprograms. He has been with Goodwill since October 2003.Prior to Goodwill Industries, Brendan was the Director of Marketing for Clear Channel Radio inWashington, D.C., where he managed the regional corporate brand as well as the marketingdepartments for two of the companys largest radio stations, WBIG FM and WASH FM.In 2011, the American Marketing Association designated Brendan the National NonprofitMarketer of the Year. In 2010, he was recognized as one of the Top 20 CMOs in the greaterWashington/Baltimore region by SmartCEO magazine.Brendan is a Past President of the Washington, DC chapter of the American MarketingAssociation, the Immediate past Chair of the Greater Washington Board of Trades Marketing &BIOS 1
  50. 50. MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011Communications Executive Network, a member of Leadership Greater Washington’s class of2011, and the creator and writer of the On the Mark marketing blog.Brendan earned his MS in Marketing from Johns Hopkins University and a BA inCommunications from James Madison University.Addie Conner - VP, AdvertisingAddie joined SocialCode with the goal of helping to build the most advanced Facebookadvertising platform and agency in the world. As VP of Advertising, Addie is focused inachieving success for brands on Facebook through innovative and data-focused Facebookadvertising methodology and technology. Prior to SocialCode, Addie was VP of Advertising atAvenue100, another subsidiary within the Washington Post. While at Avenue100, Addie workedon managing ROI focused, multi-million keyword long-tail SEM campaigns, as well asdiversifying advertising channels beyond SEM, building both a large affiliate program andFacebook advertising program. Using a quantitative approach to Facebook, Avenue100 becamea top advertiser on the platform in under a month, as well as an early partner within theFacebook Ads API beta program. When not working on Facebook advertising, Addie enjoysskiing, supporting local agriculture and general debauchery.Andrea Fabbri, CMO, RecoupAndrea is a global marketing professional with 15 years of experience in building global andnational brands for clients in the government, energy, lighting, clean tech, software andtelecommunications sectors.He began his career at Intelsat, the world’s largest satellite communications provider. Duringhis tenure, he directed the transformation of Intelsat from a 37-year old intergovernmentalorganization into a leading, dynamic brand in the satellite industry. In his position he managedbrand and communications efforts connected to mergers, acquisitions, research, global productlaunches, direct marketing campaigns, trade shows, PR, corporate communications. He leftIntelsat after directing the launch of the New Intelsat in 200 countries following the $6 Billionmerger with PanAmSat.After Intelsat, Andrea co-founded his own firm EcoAlign, a strategic marketing agency focusedon aligning corporate and consumer behavior with the future of energy. At EcoAlign’s Andreawas responsible for a vast array of initiatives including naming, brand positioning,segmentation, marketing strategy, identity development, campaigns, online, CRM, social media.Clients included large electrical utilities, clean technology companies and large global brandslike Cisco.Currently Andrea serves as CMO at Recoup where he drives brand strategy and overallmarketing activities. He also serves as a Sr. Strategist for Unison Agency, where he isBIOS 2
  51. 51. MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011responsible for client large engagements with local, national and global brands such as TheSmithsonian, Capital Sands Management, Global Impact.He is the recipient of several prestigious awards such as the Telly Awards, Best In Show MITXAward, the New York Interactive Award and Arc Awards for Annual Report. He holds an MBAfrom Johns Hopkins University and got his undergraduate degree in Economics at the LaSapienza University, Rome, Italy.BIOS 3