beyond cause marketing 2010: presentation deck
TRANSCRIPT
8/8/2019 Beyond Cause Marketing 2010: Presentation Deck
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8/8/2019 Beyond Cause Marketing 2010: Presentation Deck
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Causemarketingisn’tgettingthejobdone.Forallthemoneyandattentionthatisraised,notenoughisbeing
donetoaddressthemajorchallengesfacingsociety
today.Toomanyorganizationsareservingcauses,not
solvingthem.
It’stimetoshiftourthinkingandapproach.Weare
bringingtogetheradiversegroupofleaderstocreatea
newframeworkforhowmarketers,companies,non-
pro@itgroups,andgovernmentcanbetterengageand
encouragethepublictosolvesocialissues.
Whyarewehere?
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Weneedtogetpeopletalkingandthinkingandgeneratingnewideas.Wemustlookathowcompanies,
nonpro@its,governments,media,individuals,etc.canwork
togetherincompletelynewanddifferentwaystoengage
communities(andviceversa)inaddressingseriousissuesinmeaningful,measurableways.
Itstimetogobig,orgohome.Let’sspendourtimeand
energyfocusingonthe@irstword(beyond),notthesecond
two(causemarketing).
Howdowegetthere?
8/8/2019 Beyond Cause Marketing 2010: Presentation Deck
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1)WhatisyourBigIdeaforhowcompanies,nonproits,andgovernmentcanengageindividualsin
solvingsocialissues?
Reminder:youranswercan'ttalkaboutlong-termcommitments,realdollarsand
humancapital,orvaluesalignment,becauseallofthatisalreadyassumed.
2)Fornowon,successfulcauseinitiativesneedto
_______________________[e.g.focusonX,involveY,judgedbyZ].
BigIdea
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Measureprogresswithreversemetrics(countdown,notup)
Yourcauseneedsanexpirationdate(successmeansputtingyourselfoutofbusiness)
Mastertheartofadaptivescale
(adaptationmustreplaceemulation)
ThreeDraftPrinciples
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DavidBoyerisfounderofWaystoHelp.org,thenonpro@it
groupcreat edtoencouragechildrento@indtheircauseandget
involved.AsaformerMcKinseyconsultant,merger&acquisitionspecialist,andheadofEbayMotorgroup,Davidunderstandstheneedtobalanceprivateandpublicgain.
Readmorehttp://www.waystohelp.org
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EdwardBochesisChiefCreativeOficerandChiefSocialMediaOficerofMullen,afullserviceadvertisingagencyand
abrandde@inedbyastrongandenduringcultureofcollective
entrepreneurialism.
Edwardisalsoacopywriter,dad,husband,roadcyclistandaboardmemberatBoulderDigitalWorksandalsoatSpringPartners.He’syoungenoughtohavekidsingradeschoolandoldenoughtohavefalleninlovewithallthingsmediafrom
admiringtheprintadsinLifemagazinebackinthe1960s.Somewhereinbetweenthenandnowhe’sbeenanewspaperreporter,speechwriter,accountexecutive,
publicrelationscounsel,copywriterandcreativedirector.Morerecentlyhehas
incubatedthenextgreatgeneration.com.
Readmore:http://www.edwardboches.com
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RossKimbarovskyistheco-founderofCrowdspring,a
littlecompanywithbigdreamsthatwasstartedtohelppeople
fromaroundtheworldaccesscreativetalent,andtohelp
creativesfromacrosstheglobe@indnewcustomers.
AfteremigratingtotheUnitedStatesfromKiev,Ukrainein1979,Rossdreamedaboutstartingatechnologybusiness.For13yearspriortocrowdSPRING,asa
successfultrialattorney,Rosscounseledandrepresentedclients(fromsmallinternetstartupstoFortune100companies)incomplexdisputesinvolving
intellectualpropertyinUnitedStatesstateandfederalcourtsandbeforetheWorldIntellectualPropertyOrganization.In2006,RosswasnamedanIllinois
SuperLawyer®andoneof“40IllinoisAttorneysUnderFortytoWatch”forintellectualpropertyandcomplexcommerciallitigation.Passionateabout
technologyandrealizingthathisformerlaw@irmwouldneverallowshortsandsandalsatwork(hetried),Rossdecidedtopursuehisdream(andtochangehis
wardrobe).
Readmoreat:http://www.crowdspring.com
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CourtneyKingisthecommunicationsmanageratthe
CommitteeEncouragingCorporatePhilanthropy,theonly
internationalforumofbusinessCEOsandchairpersonsfocusedexclusivelyoncorporatephilanthropy.
CourtneydevelopsandexecutestheCommittee'sstrategyfornewsmediacoverage,membercommunications,andonlineactivitiesandrunsCECP’sexecutiveevents,
includingtheBoardofBoardsCEOConferencesandtheannualpresentationoftheExcellenceAwardsinCorporatePhilanthropy.CourtneyspearheadsthemediaplatformofInternationalCorporatePhilanthropyDayandworkscloselywiththe
CECPcommunitytopromotethisoutreachinitiative.SheistheeditorofTheCorporatePhilanthropist,andisinstrumentalinincreasingthevisibilityof
corporatephilanthropyinprint,online,andbroadcastmedia.PriortoCECP,
Courtneyservedasaseniorpressof@iceratSotheby’sAuctionHouse,workedasaresearcheratABCNewsinWashington,D.C.forthecurrentaffairsprograms“Nightline”and“ThisWeekwithGeorgeStephanopoulos.”
Readmoreat:http://www.corporatephilanthropy.org
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Dr.ErikaWagneristheExecutiveDirectoroftheXPRIZE
LAB@MIT,apartnershipbetweentheXPRIZEFoundation
andtheMassachusettsInstituteofTechnologydesignedtoengageleadingthinkersinhelpingrecognizeareasthatare
ripeforbreakthroughinnovation.
Dr.WagnerhasbeenatthecoreoftheXPRIZELabMITinitiatives,overseeing
the@irstofferingoftheXPRIZEGrandChallengescourse,supportingnetworking
effortsfortheXPRIZEFoundationacrosstheuniversityandthroughoutthegreaterBostonarea,andspearheadingstrategicplanningeffortsfortheLab.Previously,Dr.WagnerservedasScienceDirectorandExecutiveDirectoroftheMarsGravity
BiosatelliteProgram,amulti-universityspacecraftdevelopmentinitiativetoinvestigatethephysiologicaleffectsofreducedgravity.Herinterdisciplinary
academicbackgroundincludesabachelor’sinBiomedicalEngineeringfrom
VanderbiltUniversity,amaster’sinAeronautics&AstronauticsfromMIT,andaPhDinBioastronauticsfromtheHarvard/MITDivisionofHealthSciencesandTechnology.
Readmoreat:http://www.xprize.org/education-initiatives/x-prize-lab-mit
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DanMunzisaPublicDialogueSpecialistattheCenterforNewMediaandCitizenEngagement,partoftheU.S.General
ServicesAdministration.
DanprovidesfederalagencieswithassistanceinconceivingandexecutingWeb-basedcitizenengagementinitiatives.PriortoworkingatGSA,DanwasaSenior
ResearchAssociateattheNationalAcademyofPublicAdministration,wherehehelpedfoundtheCollaborationProject,aninteragencyconsortiumdedicatedtoexploringtheimpactof"government2.0"onfederalmanagementandpublic
governance.Dan'sbackgroundisinelectoralpolitics,havingworkedfortheCitizensUnionFoundationaswellaslocal,citywide,andnationalpoliticalcampaigns.He
alsooncespentasummerworkingatachildren'sbookwarehouse,whichdidn't
teachhimmuchaboutsocialmedia,butwasprettyfun.
Readmoreat:http://www.gsa.gov/portal/content/140445
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TeamSession#1:
Whatdoweneedtostopdoing?
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Old
and
Broken
13
New
and
Morevs.
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TeamSession#2:
Whatdoweneedtodomoreof?
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Measureprogresswithreversemetrics(countdown,notup)
Yourcauseneedsanexpirationdate(successmeansputtingyourselfoutofbusiness)
Mastertheartofadaptivescale(adaptationmustreplaceemulation)
ThreeDraftPrinciples
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TeamIdeasDeliberatelyinvestininnovationforsustainability.(beBono)
Buildecosystems.Partneracrosscauses.
Designtoenablecollaborationacrossmanyareas.
Leadtoapositiveandmeaningfulbehavioralchangetoallstakeholders
withinthecause.
InvolvetheendusertoDeinevisionofwhatsuccessisandbepreparedto
evolve.
Involvetheendusertoimpactchangeanddeinethesuccessoftheeffort.
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