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Purpose Driven Marketing Doing Good And Getting It Right In A Web 2.0 World


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Presentation at the AFP International Conference in Vancouver April 2012

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Purpose Driven Marketing Doing Good And Getting It Right In A Web 2.0 World

  1. 1. Purpose-Driven MarketingDoing Good & Getting it Right in a Web 2.0 World Tuesday, April 3, 2012 Kate Olsen Director of Partnerships Network for Good
  2. 2. About Network for Good• Community:• Training:• Resources:• Tools: – for NonprofitsOnline Fundraising & Engagement:Three Easy Steps to SuccessWe’re here to help!Contact us:888.284.7978
  3. 3. Why purpose matters right now
  4. 4. The seismic shift• Fragmentation• Filtering• PFKATA are in control
  5. 5. We are being ignored. We are being ignored.
  6. 6. And it’s only going to get worse.Photo: Flickr LifeHacker
  7. 7. Where to start
  8. 8. Why do we give?When was the last time you saw, heard or readsomething from a good cause (not your own!)that prompted you to donate or act? Credit: jm3, Flickr
  9. 9. Why do we NOT give?When was thelast time youignored anappeal? Credit: Mel Toledo, Flickr
  10. 10. Answer the 4 questions donors ask What for? IMPACT X marks the spot for how to engage with your community of supporters. This is how you X start a conversation and begin to deepen your relationships. Why me? Why now?RELEVANCE IMMEDIACY Who says? SOCIAL PROOF
  11. 11. Why me? Speak to THEM. Credit: Crystal Version, Flickr CONNECT TO: Their existing values Their existing feelings Their existing desires
  12. 12. What for? What’s in it FOR THEM personally? Credit: Bthomso, Flickr Credit: Crystal Version, Flickr • What good will come about BECAUSE OF THEM? • Are you going to spend the money wisely? • You’d better show you will!
  13. 13. Why now? What’s the hurry? • It’s an emergency • There’s a deadline • Something important is at stake • You’ve evoked emotion Credit: net_efekt, Flickr
  14. 14. Who says? Hopefully not just us. Credit: Crystal Version, Flickr Image from: Optimize & Prophesize ( • 76% of givers are motivated by friends and family, says Cone • Uber-activists may be better messengers than us • We need to give them the FREEDOM to do that for us • It makes our job easier!
  15. 15. cause + marketing:What we must do.
  16. 16. Check the 4 basics first.
  17. 17. 1. Suitability
  18. 18. 2. Authenticity
  19. 19. 3. Transparency
  20. 20. 4. Selling Point
  21. 21. Basics? Check. OK, now set goals.• Who’s the audience?• What action do you want them to take?• What is the desired result?
  22. 22. Make sure you have a supportive environment.• Within your organization• With your corporate partner• Among your community of supporters
  23. 23. Choose the campaign design• Crowdsourced voting• Matching grant• Social action• Issue awareness
  24. 24. Inspire action• Easy• Urgent• Incentives• Participatory
  25. 25. Disaster preparedness• Across the world• In your own backyard
  26. 26. Say ‘thank you’ & communicate impact
  27. 27. Thanks for nothing?• Study: 2 million donors to 50 nonprofits around the world.• 70% of the nonprofits didn’t send a follow-up email within one month.• 37% did not send a thank you email. eCampaigning Review Study