The document provides an overview of a cause marketing campaign to raise awareness and funds to end hunger. It discusses the framework, exploration, application and best practices for the campaign. It then outlines the objectives, strategy, activities, metrics and lessons learned from the campaign over three weeks. The campaign engaged leadership, used social media, and interactions at SXSWi to generate over 17,000 visits, 4,699 pledges and raise $23,509 in donations to meet its goals.

2. A little about me

5. It is wonderful to create.
Akira Kurosawa

8. A little about you

9. What can you
expect today?

10. Framework

11. Exploration

12. Application

13. Letʼs get started

14. The
Interconnected AGE

16. 1 billion

17. 1.5billion

18. 3.3billion

19. Easy-to-use
tools

26. Are you
prepared for
this reality?

27. CAUSE
MARKETING
Revisited

29. How are you
bringing a voice?

30. How are you
empowering
others?

31. Philanthropy
Here’s an oversized
check for that problem

33. Gotta break
down the
barriers and silos

39. Best Practices
be real
be passionate
be realistic
be creative
be connected

40. Be Real
> showcase the cause
> opportunism never goes unpunished
> transparency and accountability

41. Be Passionate
> really care about the cause
> long-term commitment
> endure the criticism & skeptics

42. Be Realistic
> not about “going viral”
> not everyone cares
> but someone does
> and they know others

43. Be Creative
> stay away from “got milk?”
> use the power of story
> how can you stand out?

44. Be Connected
> use social media to expand
> make it easy for me to share
> seek out ideas and leadership

45. Best Practices
be real
be passionate
be realistic
be creative
be connected

46. activity
results

48. define success

49. ask the right
questions

50. primary
objectives?

51. secondary
objectives?

52. leading
indicators?

53. match the
metrics

54. views/visits
comments
submittals
retweets
members

55. learn listen adapt

56. no one has the
corner on the
market of
good ideas

57. Questions?

58. CASE
STUDIES LESSONS LEARNED

59. Quaker Oats

60. 1. Download Quaker mascot
2. Print it out
3. Take photo with Quaker mascot
4. Become Quaker Facebook Fan
5. Upload photo
6. Copy link
7. Comment on a blog with link
20 minutes

61. Kraft
http://www.sharealittlecomfort.com

64. 5/19 5/27

65. P&G Tide
http://www.Tide.com/LoadsofHope

69. Pledge to End
Hunger
http://www.pledgetoendhunger.com

70. opportunity:
SXSWi ʼ09

71. primary
objective:
raise awareness

72. secondary
objective:
raise funds

73. key leaders:
2 co-chairs with
50+ champions

74. compelling
story:
1 of 6 kids hungry
1 click feeds 140 kids

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

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

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

81. Lessons Learned:
1. Leadership Matters
2. Sound the Bugle
3. Free Philanthropy Works
4. Embrace the Swarms
5. Live Interactions Amplify
6. Use the Right Tools

82. Act I:
Launch

84. Email Sends:
> Kimball - 13k
> Kompolt - 27k
> MediaSauce - 4k
> Share Our Strength - 30k
> Second Helpings - 3k
> Capital Area Food Bank - 3k

85. First 48 hours:
> 4,617 visits
> 1,116 pledges
> $2,781 donated

86. First Week:
> 8,635 visits
> 2,176 pledges
> $4,619 donated

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88. Act II:
SXSWi ʼ09

89. 12for12k.org:
$13k+ on 3/12

90. Highlights:
> Offline-to-Online
> High-value convos
> Podium mentions
> Low-tech promos

92. Second Week:
> 7,628 visits
> 2,030 pledges
> $17,370 donated

93. #'
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94. Act III:
Charity
Smackdown

97. Third Week:
> 1,649 visits
> 493 pledges
> $1,520 donated

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99. Success

100. Three Weeks:
> 4,699 pledges
> 17,912 visits
> $23,509 donated

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Top 10 Sources
2% of total
57% of traffic

104. Top 10 Sources
HungerPledge Champions - 1750*
Kimball Enewsletter - 1699
Brogan Twitter - 1207*
Mashable Twitter - 976
SXSW Twitterstream - 716
MediaSauce Staff - 651
Twitter Direct - 590
11Moms of Wal-Mart - 543
HungerPledge Twitter - 499
MediaSauce Enewsletter - 414
[Direct - 3106]

106. Lessons Learned:
1. Leadership Matters
2. Sound the Bugle
3. Free Philanthropy Works
4. Embrace the Swarms
5. Live Interactions Amplify
6. Use the Right Tools

107. The Story:
> Michele Helsel
> Email and Phone
> 24, 157, 344
> Missouri in 2nd Place

108. Questions?

109. Letʼs stay connected:
> @scottyhendo
> scott.henderson@mediasauce.com
> 317.218.0488
> rallythecause.com