Social Media For Good & Profit A CAUSE MARKETING CASE STUDY

Jenn Barber – Social Media Strategist

From startups to large enterprise brands, I

consult SiteLab’s clients to connect them

with opportunities to engage with social

media. A few of my client successes

include:

Growing Facebook likes to over 40,000 in

less than 6 months

Attracting over 680,000 referred visits from

Pinterest alone

Writing engaging content Retweeted by the

Huffington Post and Self Magazine

SITELAB INTERACTIVE

@jbarber5000

SUNKIST GROWERS – ABOUTDid you know Sunkist Growers is a non-profit company?

The oldest continually operating citrus cooperative

in America

Do not own a single citrus grove

Cooperative of CA and AZ citrus growers

Billion dollar / year company (with no stock!)

Largest marketing cooperative in the world's fruit &

vegetable industry

Sunkist in Social Media

Facebook – 95,570 likes

Twitter – 8,795 followers

Pinterest – 253 followers

NON-PROFIT COMPANYgoes with cause

marketing

SUNKIST SOCIAL(IZES) FOR GOOD

Sunkist Growers does a cause marketing campaign

annually

2008 – “Slice & Click” pic of your “Sunkist Smile” (orange

wedge in the mouth) to win prizes. Sunkist donated $50K to

Special Olympics.

2009 – Grew its Facebook presence by matching $1 for every

new Facebook LIKE up to $5,000.

2010 – “Sharing is Caring” partnership with Jewel-Osco® to

donate $7,500 to a local food bank in IL and promote Cara

Cara variety.

2011 – Partnered with Kennedy Wilson bank to donate $300K

to 2011 Japan Relief Fund for Tsunami victims through fan

donation matches.

2012 – Brought back the award-winning, cause marketing

“Take a Stand” campaign.

Sunkist “Take a Stand”

Since 2004, 65,000 kids from every US state

and every province in Canada help charities

through the Take A Stand promotion

Encourages kids to donate their earnings

from “a good old-fashioned lemonade sale.”

Has raised $3 million for charity by kids since

2004

Open to kids ages 7-12

Partners with Retailers to sell lemonade

stands

Gave away 60 lemonade stands through

Facebook

Take a Stand

CASE STUDY

SO…how’d they do it?

CREATED RELEVANT CONTENT

Recipes and how-to information, optimized

MADE IT EASY

Downloadable, professional materials

SHARED INSPIRATION

Pictures of participants, past and present

PROMOTED EVERYWHERE

Use traditional, social, and mobile media

#TakeAStand

PARTNERED WITH RETAILERS

Paired citrus w/other lemonade ingredients

HOW TO GET STARTEDfirst, find a cute kid…

HOW-TO START: ASK QUESTIONS

Is there a charity you strongly support (or that your

customers do)?

What is your budget for development, execution, and

promotion?

How much can you donate? Will you match?

Is there anyone you can partner with to donate more?

Who are your influencers? Point-of-sale, bloggers, etc.

What type of supporting materials or information can you

develop?

Is there a campaign you can recycle?

How can you get people excited about your charity too? Do

you have a personal story to share?

HOW ABOUTsome tips and tricks

GIVE FROM THE HEART

Align your campaign with your values.

GIVE THEM A TAKEAWAY

Drive your ask home with a simple, powerful and memorable sentence.

LET PEOPLE CHOOSE

Includes a vote or creative user submission.

CONTRIBUTE MORE THAN $$$

Contribute education, services, and materials.

DON’T FORGET KEY STAKEHOLDERS

Promote to employees, vendors, suppliers, business partners, industry groups.

CREATE BRANDED PRODUCTS

Sales can be directed to partners organizations.

FIND OUT WHERE $ GOES

Find out exactly where the $ goes.

MEASURE SUCCESS

Benchmark and measure success!

Metrics

Number of pledges*

Funds raised*

Website traffic

Click-through rates

Facebook LIKES /engagement

YouTube Video Views

Twitter hashtag usage

DOs & DON’Ts

DO be authentic and sincere

DO write and get approval on social media posts before

launching

DO expect criticism and have a plan to address

DO be flexible and patient when dealing with non-profits

DON’T be vague on how much of donations goes to non-

profit

DO stay in cause marketing for the long haul

DO think local

DO get people excited about the cause before asking for

money

DON’T be afraid to be honest and apologize if things go

wrong

DO plan communications for when you reach your goal

Q&Ait’s your turn