1. Cause Marketing on Facebook:
Truths, Tips and Trends from Pioneers
December 13, 2011
Guest Speaker:
Megan Strand
Director of Communications
Cause Marketing Forum
Moderator:
Casey Brennan
Marketing Manager
VolunteerMatch
Confidential and Proprietary 1

2. To Ask Questions
Type questions into the box on the
right side of the your screen
Submit via Twitter to @VM_Solutions
using “#BPNFacebook”
We will pose questions at the end of
the presentation
Confidential and Proprietary 2

3. Cause Marketing on Facebook:
Truths, Tips and Trends from Pioneers

4. Helping businesses and nonprofits succeed together with practical
information, connections and recognition.
• Membership
• Annual Conference (May 30-31, 2012)
• Halo Awards
• Monthly Webinars
• Website Full of Cause Marketing Information:
www.CauseMarketingForum.com
• Free Cause Update Service w/ New Campaigns & Trends
www.CauseUpdate.com

5. The Whitepaper
• The first in-depth industry look at cause marketing on
Facebook
• Interviewed over 25 practitioners from agency,
nonprofit and corporate settings
• Reviewed over 100 individual Facebook cause
marketing campaigns

6. What We’ll Discuss Today:
Why Cause Works on Facebook
Pros/Cons of Different Types of Campaigns
What to Expect When Undertaking These Campaigns
Top Success Strategies for Reach and Engagement

7. POLL: What is the Status of Your
Organization’s Facebook Page?
Answer On Your GoToWebinar Dashboard
• We Don’t Have One
• We Have a Page Set Up But Rarely, If Ever, Post on It
• We Have a Page and Post Regularly But It’s Not
Strategic
• We Have a Very Active Facebook Community

8. Why Facebook?

9. Why Cause Works on
Facebook
Human-to-human, People Helping People

10. Why Cause Works on
Facebook
People want their friends to see them doing something good

11. Why Cause Works on
Facebook
Causes have more meaning when shared
from a friend or acquaintance

12. Why Cause Works on
Facebook
A reason to talk about an otherwise un-sexy product/launch

13. POLL: On Facebook, I Have:
Answer On Your GoToWebinar Dashboard
• Noticed When Others Post About Cause-Related
Issues
• Clicked a Link or Liked a Page in Support of a Cause
• Never Seen Anyone Post Anything Pertaining to a
Cause
• No Idea What You’re Talking About Because I Don’t
Have a Personal Facebook Page

14. Types of Campaigns
Like for Donation/Like-Baiting

15. Like for Donation/Like-Baiting
PROS:
Simple to Implement
Familiar/Straight-Forward
Level of Nonprofit Receptivity
CONS:
A Dime a Dozen/Unoriginal
Like Fatigue
Facebook Iterations

16. Types of Campaigns
Simple Action for Donation

17. Simple Action for Donation
PROS:
Simple to Implement
Shareable
More Likely to Appear in Newsfeed
Potential for Originality
CONS:
Limited Implementations
Contests Have to Be 3rd Party Apps

18. Types of Campaigns
Interactive Action for Donation: Custom
Apps

19. Types of Campaigns
Interactive Action for Donation:
Fundraising

20. Types of Campaigns
Interactive Action for Donation:
Branded Activities

21. Types of Campaigns
Interactive Action for Donation:
Games

22. Types of Campaigns
Interactive Action for Donation:
Games

23. Interactive Action for Donation
PROS:
High Potential for Originality
Customizeable
Level of Nonprofit Receptivity
CONS:
More Complex/Costly to Implement
FB Privacy Permissions

24. Types of Campaigns
Voting Campaigns

25. Voting Campaigns
PROS:
High Potential for Originality
Shareability
CONS:
Complex/Costly to Implement
Nonprofit Perception/Resource
Challenge

26. POLL: Of The Types of Campaigns
Just Presented, I Find This Type Most
Interesting for My Organization
Answer On Your GoToWebinar Dashboard
• Like for Donation
• Simple Action for Donation
• Interactive Action for Donation
• Voting Campaigns

27. Expect: Rapid Speed of Change
2000: At the urging of employees in Asia,
Timberland commits to plant one million trees in
China by 2010.
2008: Timberland experiments w/ Facebook to
engage consumers in additional tree-planting
efforts.
1 Virtual Tree = 1 real tree in Mongolia.
Goal = 30,000 users and 30,000 trees planted.
Result = 175,000 users + campaign paused

28. Expect: Rapid Speed of Change
2010: Timberland launches a new
iteration of ‘Virtual Forest’ with a new
virtual-to-actual tree planting ratio.
…And promptly changed it back to the
original 1-to-1 ratio upon user outrage.

29. Expect: To Experiment
Specialized Bicycles used Facebook to test
resonance of a new, company wide cause focus
Over the six weeks of the campaign, Specialized gained approx.
10,000 fans (30% of their fan base) and gave away 39 bikes.

30. Expect: To Experiment
Aviva USA launched their Facebook
page with a ‘test and learn’
voting campaign.

31. Expect: To Relinquish Control
Campbell’s
‘Stamp Out Hunger’
enjoys post-campaign
postings sharing reports from
individual communities.

32. Expect: To Invest Effort in Working
w/ Partners
Choose Your Partners Carefully

33. Expect: To Invest Effort in Working
w/ Partners
Develop Common Knowledge

34. Expect: To Invest Effort in Working
w/ Partners
Establish Shared, Measurable Objectives

35. Expect: To Invest Effort in Working
w/ Partners
Discuss and Document Campaign Logistics

36. Expect: To Invest Effort in Working
w/ Partners
Utilize Communication Tools

37. POLL: One Expectation I Did NOT
Already Have Was:
Answer On Your GoToWebinar Dashboard
• Rapid Speed of Change
• Experimentation
• Relinquish Control
• Invest Effort In Working With Partners

38. Success Strategy: Multiple
Channel Support
Facebook Ads

39. Success Strategy: Multiple
Channel Support
Corporate Websites and Microsites

40. Success Strategy: Multiple
Channel Support
Traditional Media

41. Success Strategy: Multiple
Channel Support
Other Social Media Channels

42. Success Strategy:
Pro Tips for Deeper Engagement
Simple Actions

43. Success Strategy:
Pro Tips for Deeper Engagement
Creative Actions

44. Success Strategy:
Pro Tips for Deeper Engagement
Incentives and Premiums

45. Success Strategy:
Pro Tips for Deeper Engagement
Impact

46. POLL: Of These Engagement
Strategies, I Find This Type Most
Interesting for My Campaigns
Answer On Your GoToWebinar Dashboard
• Multi-Channel Support
• Simple Actions
• Creative Actions
• Incentives/Premiums
• Impact

47. Current Example:
Kohl’s Love to Give Happy to Save

48. Current Example:
Kohl’s Love to Give Happy to Save

49. Q&A
Submit your questions in the box
on the right of your screen
Confidential and Proprietary 49

50. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
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