In 2008, the Email Experience Council partnered with The Andre Agassi Charitable Foundation (AACF) for its non-profit initiative. A volunteer-team of industry professionals, from more than twenty different organizations, has had its share of challenges and successes in creating and sustaining a program focused on growing the list, building awareness, and increasing donations from event and online channels. Attend this session to learn and discuss: · How our virtual team organized around a cause marketing strategy · What not to do in a cause marketing context · Why email marketing is a natural fit · What can be accomplished with new media assets and channels (i.e. video, blogging, social networks, Twitter, etc.) on a limited budget · How cause marketing can help your business grow and make a difference for others Speakers: Dylan Boyd, Vice President of Sales & Strategy, eROI Chris Frasier, Account Development Manager, BlueHornet Julie Krell, Director, Marketing & Communications,The Andre Agassi Charitable Foundation Erick Mott, Communications Director, Lyris Heather Vessey, Email Group Manager, Bonnier Corporation

1. Lessons Learned from a Cool, Cause-Marketing Initiative The Andre Agassi Charitable Foundation / eec Program Supported by eec-Member Volunteers February 11, 2009

5. Supporting eec-Member Organizations

8. Andre Agassi College Preparatory Academy in Las Vegas

11. Tactical Planning Create Target List Create Ad needs Launch Ad (VIV) Test Email List Launch Create Viral and Social Network Effort (Facebook) Design conversion email for opt-ins Launch email strategy Bluehornet DB set up Google Analytics key words leveraged for copy Creative optimized Define Goals Team members chosen Goals identified Strategy Presented Basic elements in process Reach out to Partners Create test offer Optimize Strategy Tweak Creative Design Creative Email sent from Bluhornet Result reviews and next set of optimizations set Define Goals for reach and audience Recommend Search Optimization????? Launch Test offer Analyze Results Launch email Create email stream to move donors into frequent donors Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 PRE LAUNCH OPTIMIZE AWARENESS DONATIONS

12. LESSON #1 Manage priorities and plans carefully so everyone on the team is on the same page and can deliver on commitments. Don’t bite off more than you can chew.

14. LESSON #2 Participate for the right reasons; be authentic and transparent.

23. LESSON #3 Solid email marketing strategy and execution = lower costs and increased ROI [manage bandwidth and expectations when working with partners and volunteers with other commitments]

25. Examples Create a 501c3 cause in Facebook i.e. Keep the Arts in Public Schools, 500,000+ members & growing Supporters add cause link to profiles This helps to create social capital

26. Examples (cont.) Supporters post mentions and links on Twitter

27. Examples (cont.) 1) David Armano’s Blog, Network and Social Capital 2) Her Family’s Story and Needs 3) Their Cause and Online Results!

28. Web 2.0 Badges for 2009 Creative by Smith-Harmon These new Web 2.0 badges will enable supporters to post in their blogs, social networks, newsletters, websites and email to drive more support and donations for the Foundation.

29. LESSON #4 Get in the Web 2.0 game with leaders and powerful stories. Brands with fans, and a cause, create results.

33. LESSON #5 Cause-based partnerships benefit businesses and non-profits. Enjoy, everyone wins.