VolunteerMatch BPN Webinar: An Introduction to Cause Marketing with Joe Waters

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September 2011 Best Practice Network Webinar series, presented by VolunteerMatch

Session Description:

Cause marketing has become the buzzword on the lips of every company interested in social good, but what does it really mean? And what does it look like in practice? Join Joe Waters, expert blogger and author of Cause Marketing for Dummies for a back-to-basics lesson on cause marketing, and advice for how companies can harness its power. In this session, Joe will explain the many forms of cause marketing and offer tips for how to build, execute and measure a program's success.

Joe Waters teaches small nonprofits and businesses how to use cause marketing and social media to establish, grow and deepen relationships with stakeholders. He's worked with many local and national companies, including Pepsi, Valvoline Instant Oil Change, Staples, Zipcar, Fuddruckers, Virgin America and The Boston Bruins.

Joe blogs at the web's #1 cause marketing blog, Selfishgiving.com. He's the co-author of Cause Marketing for Dummies.

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VolunteerMatch BPN Webinar: An Introduction to Cause Marketing with Joe Waters

  1. 1. Cause Marketing: An Introduction September 27, 2011 Guest Speaker: Joe Waters Blogger, Selfishgiving.com Co-author, Cause Marketing for Dummies Moderator: Casey Brennan Marketing Manager VolunteerMatchConfidential and Proprietary 1
  2. 2. To Ask Questions Type questions into the box on the right side of the your screen Submit via Twitter to @VM_Solutions using “#BPNCMIntro” We will pose questions at the end of the presentationConfidential and Proprietary 2
  3. 3. Who is Joe Waters?• Former Director, Cause Marketing, Boston Medical• Founder & Blogger, Selfishgiving.com• Co-Author, Cause Marketing for Dummies• Fan of all things Boston!
  4. 4. What We’ll Be Covering• What is cause marketing?• Which type of cause marketing is best for me?• How do I find a partner for my cause marking program?• Why should I offer my cause marketing programs for free?• Are there examples of local nonprofits using cause marketing successfully?• How do I put together an effective and cost-efficient cause marketing program?• How do I keep my cause marketing partner happy and build on my success?
  5. 5. What is Cause Marketing?Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit
  6. 6. CM Raises Money, Awareness
  7. 7. Best CM Tactics1. Coin canisters2. Pinups3. Purchase-triggered donations4. Shopping days5. Facebook likes6. Volunteering
  8. 8. Option 1: Coin Canisters
  9. 9. Option 1: Coin Canisters Busy stores Cash is king No tips allowed Front and center Security is key
  10. 10. Option 2: Pinups
  11. 11. Why Pinups? Lucrative Cost-effective Easy to execute Plays well with others
  12. 12. Local Success Story - BMC100 StoresMonth-LongProgram$1M Since 2004
  13. 13. Local Success Story - BMC50 Stores$160,000Co-marketing withother businesses
  14. 14. Local Success Story – Jake’s Ride6 Stores$6,000Event Link
  15. 15. Option 2: PinupsMore locations the betterLots of foot trafficAsk is critical
  16. 16. Option 3: Purchase-Triggered Donations
  17. 17. Why PTDs? Less intrusive Very customer-friendly Guaranteed donation Geared toward serious brands
  18. 18. Local Success Story – Jumpstart$.25 each drink$15,000Northeast Only
  19. 19. Option 4: Shopping Days
  20. 20. Why Shopping Days? Perfect for business districts Mass your forces Turn it into an event Lots of moving parts
  21. 21. Option 5: Facebook Likes
  22. 22. Facebook Likes“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 yoursupport on Facebook, Twitter andFlickr (bonus $5 each!)
  23. 23. Why Facebook Likes?Do you have an online presence?New opp for partnersBuilds credibility
  24. 24. VolunteeringDo you have an online presence?New opp for partnersBuilds credibility
  25. 25. VolunteeringBuilds best credibilityEngages front-line employeesExtend to customersPackage with other opportunities
  26. 26. Finding a Partner Your Supporters Your ContactsYour Prospects
  27. 27. Regional Marketing CoordinatorMarketing Manager VP of Brand VP of Special Events Co-Owner Franchisee District Marketing Chief Executive Officer Manager Advertising Manager SVP of Brand Development SVP of Brand Development Director of Marketing Director of Advertising
  28. 28. Your Program Should be Free
  29. 29. Getting to YesFree is for meDon’t give them an excuse to say noIncrease the number of touch pointsBe flexible and helpful
  30. 30. Growing Your ProgramEducate your partnerEstablish points of valueWork their circleIt’s about philanthrotunity
  31. 31. For More Info
  32. 32. For More InfoSend Receipt to Book@Selfishgiving.com for Bonus Materials
  33. 33. Stay Informed Blog: www.VolunteeringIsCSR.org Twitter: @VM_SolutionsConfidential and Proprietary 33
  34. 34. October BPN Jet-Set Service: International Corporate Volunteering Guest Speaker: Amanda MacArthur Director of Operations & Practice Leader, Global Citizenship and Volunteerism CDC Development Solutions Thursday October 6, 2011 10-11 a.m. PT (1-2 p.m. ET)Confidential and Proprietary 34

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