The future of cause marketing (mashable social good conference)

1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vn
The Future of
Cause Marketing
Using the Internet to Help
Change the World
Scott Henderson, MediaSauce
@scottyhendo
Mashable Social Good Conference

2. A little about me

3. It is wonderful to create.
Akira Kurosawa

8. The
Interconnected AGE

15. Are you
prepared for
this reality?

17. Philanthropy
Here’s an oversized
check for that problem

22. Pledge to End
Hunger
http://www.pledgetoendhunger.com

23. from idea to
action

24. !
!

25. opportunity:
SXSWi ʼ09

26. #1 objective:
highlight the cause

27. #2 objective:
raise awareness for
Share Our Strength

28. #3 objective:
drive individual
action

29. key leaders:
2 co-chairs with 50+
champions

30. compelling
story:
1 of 6 kids hungry
1 click feeds 140 kids

31. strategy:
> main hub
> sm outposts
> easy call-to-action

33. easy to share:
> widget
> avatar
> badges
> Twitter acct & hashtag
> Facebook cause

36. generating
traffic:
> HungerPledge champs
> email sends
> press releases

37. success:
> goal reached in 28 hours
> increased to 4 trucks
> raised $28,000

39. Lesson 1:
Leadership Matters

42. Co-Chairs and
Champions:
20% of All Traffic

43. Planned Traffic:
20% of 494 Sources
67.5% All Traffic

44. Lesson 2:
The Convoy Thunders On

47. Lesson 3:
Free Philanthropy Works

49. Pledged to Give:
> 21% of Pledge signers
> 714 gave directly
> $28,000 donated
> 95% new donors
> Largest gift was $2,500

50. Lesson 4:
Embrace the Swarms

52. 12for12k.org:
$13k+ on 3/12

53. Michele Helsel:
> Email and Phone
> 24, 157, 344
> Missouri in 2nd Place
> 10.8% of All Pledges

54. Lesson 5:
Live Interactions Amplify
Online Activity

55. SXSWi ʼ09:
37.3% Direct Traffic
32.1% Unique Visitors
30.6% All Pledges

56. Sunday
March 15
2009

58. One Tweet:
5.4% All Traffic

60. Direct Traffic:
29% Direct Twitter
9% All Direct

61. Mashable/GaryVee:
2 hours: 232 Pledges (5%)
18 hours: 520 Pledges (11%)

62. Tuesday
March 17
2009

64. Keynote Q&A:
22% Direct Twitter
17.8% Direct Traffic

65. Lesson 6:
Use the Right Tools

66. vs.

67. Click Thru Conversions
57,831 207,426
3.8% 2.0%
2,204 4,154

68. Total Visits
14% 46%
2,492 8,240

69. Lessons Learned:
1. Leadership Matters
2. The Convoy Thunders On
3. Free Philanthropy Works
4. Embrace the Swarms
5. Live Interactions Amplify
6. Use the Right Tools

72. Download
Full Case Study:
www.mediasauce.com/cause

73. Questions?

74. Letʼs stay connected:
> @scottyhendo
> scott.henderson@mediasauce.com
> rallythecause.com
> mediasauce.com/cause