This document summarizes a presentation about cause marketing for healthcare organizations. It discusses three key areas: cause marketing, cause marketing and social media, and location-based cause marketing. Cause marketing is defined as a partnership between nonprofits and for-profits that benefits both parties by raising money and awareness for a cause. Examples are given of successful point-of-sale and purchase triggered donation campaigns conducted by Boston Medical Center that raised over $1 million. The presentation also explores how cause marketing can integrate social media for fundraising and promotion, and how location-based technologies on mobile devices can enhance cause marketing through check-ins, challenges, badges and loyalty programs.

1. NEAHP - 2011 Cause Marketing for Healthcare Organizations Joe Waters & Joanna MacDonald Selfishgiving.com Cause & Event Marketing, BMC March 14, 2011

2. Who Are We? Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years) Future Authors, Cause Marketing for Dummies (July, 2011) Joe: Blogger, Selfishgiving.com (6 years) Joe

3. Three Areas of Focus Cause Marketing Cause Marketing & Social Media Location-Based Cause Marketing Joe

4. Rules of the Road 45 minute presentation 30 minute Q&A Questions after each section and at the end Put down your pens! Joe

5. What is Cause Marketing? Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit

6. CM Raises Money & Awareness

7. 8 Reasons HO Should Do CM Perfect emotional message Good reputation Patients are partners Vendors are a resource Joe

8. 8 Reasons HO Should Do CM Good events to leverage Large workforce Flexible messaging You can afford it!

9. Types of Cause Marketing Licensing Message Promotion Employee Engagement Point-of-Sale Purchase Triggered Donations Digital Joe

10. Point-of-Sale Cause Marketing Joe

11. Why Point-of-Sale? Lucrative Cost-effective Easy to execute Plays well with others

12. Local Success Story - BMC 100 Job Lot Stores Month-Long Program $1M Since 2004

13. Local Success Story - BMC 50 iParty Stores $160,000/yr. Co-marketing with other businesses

14. Purchase Triggered Donations Joe

15. Action Triggered Donations

16. Why Purchase Triggered? Good money Guaranteed Natural for social media Reflects a serious brand

17. Local Success Story – Jumpstart $.50 each drink $15,000 Northeast Only

18. CM Meets SM

19. Promoting

20. Learning

21. Fundraising “ Like” the Facebook Page ($5) Comment on the page or “like” any posting ($2) Follow them on Twitter ($5) RT or mention Twitter handle, @2ndharvest ($2) Post a photo showing your support on Facebook, Twitter and Flickr (bonus $5 each!)

22. The Next Frontier

23. What is Location-Based Cause Marketing? Using mobile technology to target consumers by location to achieve cause marketing goals

24. Check-In Donations - 3/10

25. Check-In Donations - 1/11 Complete Challenge = $5 + $5 Match

26. Badges

27. Loyalty Programs

28. Mobile Payments

29. 4 Practical Tips Use LBS as an enhancer Use LBS as is Use LBS with the right demo Use LBS to build credibility

30. For More Training www.HospCorpDev.com

31. For More Training www.SixFigureCauseMarketing.com

32. For More Info

33. For More Info