This main stage 20 minute talk was presented by Scott Henderson, managing director of CauseShift, at the 2011 Global Health and Innovation Conference at Yale University, hosted by Unite for Sight.

1. Not Everyone Cares:
Marketing Your Cause in
a Cluttered Marketplace"

2. #1 Thing You
Need to Learn"

3. Not everyone cares
but someone does
and knows others
who care, too

4. So why me?

7. It
is
wonderful
to
create.
Akira
Kurosawa

9. Take Away #1
Everything is changing"

10. Shaving with a
face full of
Novocain"

20. Take Away #2
Emotion trumps logic"

21. (r)evolution"

22. Compassion
suffering
together"

23. Evokes a
specific action"

24. What if you
could know
about all
the worldʼs
suffering?"

25. Focus on
specific actions"

26. Take Away #3
Powerful stories are
the answer"

28. Story anchors
facts"

29. Story evokes
emotions"

30. Story inspires
action"

31. Take Away #4
Tell me how you spent
the last $100 to get my
next $100 "

32. h#p://www.cygresearch.com/burksblog/

33. Take Away #5
Give others the tools
to tell their story
about you"

34. Brands need to
become
platforms on
which creative
people can build"
Scott Belsky

35. People give to
people"

36. Five Takeaways?"

37. 1. Everything is changing
2. Emotion trumps logic
3. Powerful stories
4. The last $100
5. Others tell your story"

38. Examples"

39. Case Study: WeCanEndThis.com"

48. Case Study: MapKibera.org"

49. Africaʼs largest slum
blank spot"

50. Opportunity"
• Accurate local information was needed to
make informed decisions about the risks
and vulnerabilities related to health and
protection"
• The activity of mapping was seen as a
way to also raise awareness and spur
advocacy opportunities related to HIV and
AIDS vulnerability"

51. Strategy"
• Youth Section (DOC), HIV/AIDS section,
UNICEF Kenya, and Open Street Map
partnered"
• Enlisted 13 youth to serve on mapping
team"
• Combined traditional mapping techniques
with digital tools to create a robust overlay"
• Results shared online and used to identify
trouble spots needing attention"

52. Integrated Media"
• Website features content from:"
– Twitter"
– Blog"
– Flickr"
– YouTube (KiberaNewsNetwork)"
– SMS reporters"

53. Results"
• Most detailed child protection, public safety and
girls vulnerability map of Kibera available publicly"
• Broadened perception of vulnerability amongst
young girls, including recognition assets that
reduce the risk of HIV transmission"
• Strengthened IT literacy and awareness of open
source tools for participants"
• Increased impact of girls and young women in the
governance process and facilitated direct
improvements in services and accountability"

54. Relevant Links"
http://www.mapkibera.org"
http://www.mapkibera.org/blog/"
http://voiceofkibera.org/"
http://blog.mapquest.com/2010/09/14/map-kibera/"
http://www.youtube.com/watch?v=zGlMw0N7P1c"
4/16/11
54

55. Case Study: charity:water"
DRAFT
–
INPUT
DUE
10/27/10

56. Opportunity"
• Every September, charity:water conducts
a Birthday Campaign to celebrate its
anniversary "
• This September, they set goal of providing
clean water to the Bayaka People in the
Central African Republic"
• Announced fundraising goal of $1.7 million"

57. Launch Strategy"
• Announced plans to previous supporters
on August 15 (two weeks in advance)"
• Leveraged mycharitywater.org platform to
allow individuals to launch customized
campaigns for their friends and family"
• Secured help from celebrity and
influencers to promote thru social media"
• Visually and emotionally compelling videos"

59. Engagement Strategy"
• Provided regular updates via email and
social media on the number of birthday
campaigns launched and money raised"
• Featured stories about unique campaigns
(e.g. one to celebrate babyʼs first birthday)"
• Live streamed video of the first two wells"
– First well attempt failed "
– Second well was successfully drilled"

60. When New Opportunities Arise"
DRAFT
–
INPUT
DUE
10/27/10

61. Will and Jada Smith Challenge"
• Built on top of existing infrastructure"
• Only needed a video to explain"
• Provided incentive for top 3 fundraisers –
accompany Will and Jada on trip to Africa
to visit the wells they build"

62. Final Result"
• Fell short of their stated goal, but still
raised over $800,000 in one month"
– Thatʼs 20% of the total money theyʼve raised
in their four-year history"
• Will and Jada Smith Challenge raised
$64,000 and inspired an additional 1,179
people to dedicate their September
birthdays, too. In total, they helped raise
$85,250"

63. Relevant Links"
www.charitywater.org"
www.charitywater.org/september"
www.mycharitywater.org"
www.charitywater.org/willandjada"

64. TakeAc6on@causeshi9.com
causeshi9.com
rallythecause.com
@sco<yhendo