The Future of Cause Marketing

Using the Internet to Help Change the World

Scott Henderson, MediaSauce@scottyhendo

Mashable Social Good Conference

A little about me

It is wonderful to create.Akira Kurosawa

The Interconnected AGE

Are you prepared for this reality?

Philanthropy

Here’s an oversized check for that problem

Pledge to End Hunger

http://www.pledgetoendhunger.com

from idea to action

!

!

opportunity:SXSWi ʼ09

#1 objective:highlight the cause

#2 objective:raise awareness for Share Our Strength

#3 objective:drive individual action

key leaders:2 co-chairs with 50+ champions

compelling story:1 of 6 kids hungry1 click feeds 140 kids

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

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

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

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

Lesson 1:Leadership Matters

Co-Chairs and Champions:20% of All Traffic

Planned Traffic:20% of 494 Sources67.5% All Traffic

Lesson 2:The Convoy Thunders On

Lesson 3:Free Philanthropy Works

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

Lesson 4:Embrace the Swarms

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

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

Lesson 5:Live Interactions Amplify

Online Activity

SXSWi ʼ09:37.3% Direct Traffic32.1% Unique Visitors30.6% All Pledges

Sunday March 15

2009

One Tweet:5.4% All Traffic

Direct Traffic:29% Direct Twitter9% All Direct

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

Tuesday March 17

2009

Keynote Q&A:22% Direct Twitter17.8% Direct Traffic

Lesson 6:Use the Right Tools

vs.

Click Thru Conversions

57,8313.8%2,204

207,4262.0%4,154

Total Visits

14%2,492

46%8,240

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

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

Questions?

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