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Cause Marketing Boot Camp for Nonprofits

Join Joe Waters, Director of Cause Marketing at Boston Medical and blogger at Selfishgiving.com, in this informative webinar to learn about cause marketing and how it can help your nonprofit raise money and build awareness. Discover the best types of cause marketing for your organization, find partners, create effective programs, and keep your partners happy. Cause marketing is a partnership between a nonprofit and a for-profit company for mutual profit.

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Cause Marketing Boot Camp for Nonprofits

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  1. Cause Marketing Boot Camp for Nonprofits Presented by Joe Waters Wednesday, April 6, 2011

  2. Who is Joe Waters? Director, Cause Marketing, Boston Medical Blogger, Selfishgiving.com Co-Author, Cause Marketing for Dummies (July, 2011) Fan of all things Boston!

  3. What We’ll Be Covering What is cause marketing and how can it help me raise money and build awareness? There are so many types of cause marketing, which one 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? What are examples of local nonprofits using cause marketing successfully? How do I get the business decision maker to say yes? 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?

  4. Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit What is Cause Marketing?

  5. CM Raises Money, Awareness

  6. Cause Marketing Isn’t Philanthropy

  7. Cause Marketing Isn’t Sponsorship

  8. Cause Marketing Isn’t a Windfall

  9. Cause Marketing Is Successful Small Nonprofits

  10. Your Contacts Your Supporters Finding a Partner Your Prospects

  11. Regional Marketing Coordinator Marketing Manager VP of Brand VP of Special Events Co-Owner Franchisee District Marketing Manager Chief Executive Officer Advertising Manager SVP of Brand Development SVP of Brand Development Director of Marketing Director of Advertising

  12. Coin canisters • Pinups • Purchase-triggered donations • Shopping days • Facebook likes Best CM Tactics

  13. Option 1: Coin Canisters

  14. Busy stores • Cash is king • No tips allowed • Front and center • Security is key Option 1: Coin Canisters

  15. Option 2: Pinups

  16. Lucrative • Cost-effective • Easy to execute • Plays well with others Why Pinups?

  17. Local Success Story - BMC • 100 Stores • Month-Long Program • $1M Since 2004

  18. Local Success Story - BMC • 50 Stores • $160,000 • Co-marketing with other businesses

  19. Local Success Story – Jake’s Ride • 6 Stores • $6,000 • Event Link

  20. More locations the better • Lots of foot traffic • Ask is critical Option 2: Pinups

  21. Option 3: Purchase-Triggered Donations

  22. Why PTDs? • Less intrusive • Very customer-friendly • Guaranteed donation • Geared toward serious brands

  23. Local Success Story – Jumpstart • $.50 each drink • $15,000 • Northeast Only

  24. Option 4: Shopping Days

  25. Why Shopping Days? • Perfect for business districts • Mass your forces • Turn it into an event • Lots of moving parts

  26. Facebook Likes

  27. 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 your support on Facebook, Twitter and Flickr (bonus $5 each!)

  28. Why Facebook Likes? • Do you have an online presence? • New opp for partners • Builds credibility

  29. Free is for me • Don’t give them an excuse to say no • Increase the number of touch points • Combine mission with margin • Be flexible and helpful Getting to Yes

  30. Educate your retailer • Establish points of value • Work their circle • It’s about philanthrotunity Growing Your Program

  31. The supporting slides from the webinar • Links to additional resources • Before April 30, a FREE 30 minute post-webinar phone consultation • Email me at joe@selfishgiving.com to arrange What Next?

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