Effective Cause Marketing coupled with technology can help businesses to differentiate brand, improve customer engagement and increase sales through the power of charity.

1. 9 ways how cause marketing can help you
achieve your marketing objectives.
Ritvvij Parrikh, Founder (TracksGiving)
Presented at India Center for CSR
on July 27, 2012
TracksGiving

2. What we do?
We provide businesses with tools and services to
help differentiate brand, improve customer
engagement and increase sales through the power
of charity.
For non-profits, this generates new funds,
increases awareness about their mission and
activates new supporters.
TracksGiving

3. #1 – Steps to cause market
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4. Steps to cause market
Understand your marketing objective
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5. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
TracksGiving

6. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
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7. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
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8. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
TracksGiving

9. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
TracksGiving

10. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
Software customization, if required
TracksGiving

11. Steps to cause market
Understand your marketing objective
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
Software customization, if required
Launch the campaign and monitor operations
TracksGiving

12. Steps to cause market
Understand your brand, offering, target audience
Design a campaign
Find a cause that resonates with your brand and customer
Find a credible NGO that resonates with brand, cause and location
Negotiate an agreement with the charity and business
Software customization, if required
Launch the campaign and monitor operations
Help communicate last mile impact to customers and reiterate brand
TracksGiving

13. #2 - 9 ways how cause marketing can
help you achieve your marketing objectives
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14. Marketing Problem:
“I am compelled to compete on discounts!”
- E-commerce site
Live campaign
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15. 1. Take the discussion away from
discounts
Problem E-commerce market is driven by discounts
Campaign Donate 1%. Make customer donate another 1%
Result 65% customers gave.
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16. Marketing Problem:
“Families find it too cheap to sell their baby’s products.
How to convince when money does not matter?”
- PreCared.com (used baby products business)
Live campaign
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17. 2. Invoke compassion to influence
when money does not matter
Donate baby products to PreCared and proceeds educate a
Campaign
child.
First day of campaign, upper middle class families donated
Result
baby products to PreCared worth Rs. __.
TracksGiving

18. CARE India uses TracksGiving for its campaign with a bank
Will be launched soon
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19. 3. Differentiate a commoditized
product
Problem Fixed Deposits are a highly commoditized product
A Fixed Deposit where customer can donate part of interest
Campaign
earned to a credible NGO
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20. Marketing Problem:
“I want to make my products to go viral among friends”
- WYO (T shirt company)
Will be launched soon
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21. 4. Transform customers into
brand ambassadors
You buy 1 T-shirt and WYO
feeds 2 children for a day.You
Campaign
refer WYO to 6 friends and
WYO feeds 6 children for a day.
TracksGiving

22. Marketing Problem:
“My business is facing the classic Intel Inside problem.”
- Organic, fair-trade, cotton farmers association (Mock client)
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23. 5. Create awareness of hard-to-
market brands
Scan QR and read Problem The classic Intel Inside problem
story of farmer
Premium Apparels business in
Brand
Europe using organic cotton
Donate at POS
and track to farmer
Europe India
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24. Marketing Problem:
“I want to reach a customer when he is hungry and surprise him.”
- Little Burgers (mock client)
Under R&D
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25. 6. Break ice with a smile to
acquire a new customer
Who: Fast Food Chain + Mid day meal program
Campaign: Find people in Mumbai who are hungry through Twitter
Result: Reach out to 100-200 people at less than Rs. 10
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26. Marketing Problem:
“I want to know what communication devices my customers are using.”
- Offline electronics retail store (mock client)
Under R&D
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27. 7. Know thy customer
Donate Rs. 100/- for every order.TracksGiving will
Campaign
send out an email with charity report
1) Location (where in Mumbai?)
2) Device, Platform, Model
What analytics? 3) How long did they read the email?
4) Are they brand evangelists? (forward)
5) Social Media profiles (FB, LinkedIn)
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28. Marketing Problem:
“I want know my loyal fans. But I don’t get to see my customers.”
- Magic in a Bottle (mock client)
Under R&D
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29. 8. Engage customers you dont
meet
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30. Marketing Problem:
“I want to my customers to be emotionally attached to the bank”
- Sunshine bank (mock client)
Conceptualization
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31. 9. Create sense of ownership
through Gamification
If Ratan Tata can have his charity Foundation, why can’t I?
• Bank has financial services like RD, FD, Saving interest, etc.
• Create a new account: Personal Foundation Account
• Money In : Deposit, Create FD, ask friends to give, etc.
• Money Out: To foundation’s NGOs
• No legal registration of trust, Express individuality, Launch competitions between
various foundations, etc.
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32. #3 - What is TracksGiving?
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33. What it does?
Campaign Order management
management for Workflow management
business Defined experience for customers
Campaign Campaign Analytics
Analytics for Email Tracking
business Twitter Tracking
TracksGiving Front-end Own the brand
Integration for Own the experience
Engine Business
Transparently track donation
Transparency
Read reports
for Individual
Accessible from mobile devices
Donation Accounting
Management Sending Reports
for charity Billing, Collections between parties
Tax receipt automation
TracksGiving

34. Cause marketing Apps
Electronic Bank
Payroll Referral Email Twitter
Donation Integration
Giving System Marketing Marketing
Box Billing ...
TracksGiving
Engine
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35. #4 - About us
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36. Who are we?
Full Time Team
Volunteers from Rocket Fuel, KPMG, MIT Media Labs, IIT-Bombay, Ashoka, etc.
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37. Awards and Recognition
Received investment - 2011
Semifinalists - 2012
Top 350 social enterprises from
3500 applications world wide
Finalists - 2012
Shortlisted - 2012 (still to pitch for round 2)
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38. Our friends at ThoughtWorks
The wonderful people at ThoughtWorks gave us a team of 15 for 1 month to
develop open source software for us.
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39. Thank you! Ritvvij Parrikh
info@tracksgiving.com
99879-1-25-26
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