the future of cause marketing (mashable social good conference)
DESCRIPTION
Presentation of the Pledge to End Hunger case study from MediaSauce. This version was delivered to the Mashable Social Good Conference on August 28, 2009 by Scott Henderson, Cause Marketing Director.TRANSCRIPT
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 > [email protected] > rallythecause.com > mediasauce.com/cause