May 20, 2009

How to get the most out of cause marketing


Scott Henderson (photo by Ms. Jen)

Beth KanterI was supposed to lead a workshop at the Cause Marketing Forum on Social Media and Cause Marketing at the end of May. I was looking forward to it because Michael Hoffman at C3 was a sponsor and participating. Unfortunately, I had to cancel and asked Scott Henderson if he’d do on my behalf.

I met Scott online over a conversation in the comments when I wrote some reflections about David Armano’s personal fundraising campaign back in January. I also participated in a campaign he organized for Share Our Strength.

I decided to do an interview with Scott to learn more about what he is learning about social media and cause-related marketing.

Who are you?

I am a cause marketing director for MediaSauce, helping non-profits and corporations use online media to pull off their next big thing.

Tell us about the “Pledge to End Hunger” you recently launched to benefit Share Our Strength

Goals
The main goals were to raise awareness of childhood hunger in America, give people the tools to take meaningful action to help end this solvable problem, and create a case study from which non-profits and corporations could learn how to better use social media in their cause marketing.

Audience
Our primary audience was more of a profile than a group. We were seeking to find individuals who cared about the cause and would be willing to rally their respective communities (social media and in-person) to take action. Working from that profile we identified four categories:
1) Active Twitterati and bloggers from different niches
2) SXSWi attendees & ambient attendees (those following from home)
3) Individuals in the email databases of the corporations & non-profits leading the campaign, and
4) Wild cards – people separated from us by 2-3 relationship degrees who fit the profile

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