For Momentum

Search
  • Facebook
  • Instagram
  • LinkedIn
  • Pinterest
  • Twitter
  • Home
  • About Us
    • Our Team
    • Our Clients
    • Case Studies
    • Testimonials
  • Who We Serve
    • For Nonprofits
    • For Companies
    • For Agencies
  • Our Services
    • STRATEGY & POSITIONING
    • OPERATION SERVICES
    • CREATIVE SERVICES
    • TRAINING AND COACHING
  • Cause Marketing Resources
    • Cause Library
    • Cause Industry Influencers
    • Events
    • Blog
  • Connect

Cause Marketing Forum 2011 Tweet Topics: Amanda Nicewander

June 23, 2011

More than 140 characters are needed to share key info and insights from the 2011 Cause Marketing Forum Conference. To that point, here is an expanded version of Amanda Nicewander’s @Formomentum #CMF11 posts. Check out Mollye’s, Kim’s, and Michele’s posts too!

@ForMomentum #CMF11 Tweets by Amanda Nicewander (^AN)

Before launching a #causemarketing partnership, Corp. and NP should make three lists: Got It, Need It, Can’t Have It. Kurt Aschermann, #CMF11^AN
Kurt Aschermann, renowned cause marketer and former Chief Marketing and Development Officer for Boys and Girls Clubs of America (BGCA), facilitated a session at CMF11 between BGCA and partner State Farm Insurance. The panelists, Todd Fischer, Manager of National Sponsorships for State Farm and Frank Sanchez Jr., VP, BGCA, spoke about how the partnership is successful because it perfectly meets both of their organizational goals, leading Kurt to impart the following bit of advice to any nonprofit or corporate marketer about to enter into a cause alliance. Each of you should make three lists: Got It, outlining the marketing, sales and organizational assets you can bring to the table; Need It, clearly stating what you need to get out of the relationship; and Can’t Have It, those assets that you are not willing to or can’t share within the parameters of the relationship. I really like this idea, or any idea that can help both organizations entering a cause alliance with more clearly established goals and expectations. The third one is the most interesting and likely most often overlooked. It’s hard to tell people no, and telling a partner you’re about to sign a deal with that they ‘can’t have’ access to one of your assets could be difficult. But having a tough conversation up front could save you from a lot of disappointment, and sore feelings later when one or the other of you realizes that what you thought you’d have at your fingertips isn’t actually part of the equation.

More women using location-based apps. Big oppt. for #causemarketing. Via @joewaters session at #CMF11^AN

We had the pleasure of getting to know Joe Waters better at CMF11, after a couple of years admiring his work via his popular blog, Selfish Giving. This year he led one of CMF’s Powerful Discussions, focusing on the increased, successful use in cause marketing of location-based apps like Gowalla, Foursquare, and Facebook Places. Up to this point, the main cause marketing activity utilizing these apps has been the “Check-in and Give Back” model, where consumers are invited to check-in on their mobile phones when they enter certain brick and mortar stores or restaurants, which in turn generates a donation, usually $1, to a benefiting nonprofit organization. It was interesting to note that besides the expected Millennials, the next largest demographic of location-based app users were women, who we know are most apt to embrace cause marketing initiatives and also make the majority of family purchasing decisions. This indicates that there is good opportunity to capitalize on the location-based cause marketing tactic for fundraising and awareness.

What was also interesting about this session was the notion Joe raised that within 18-24 months we could have the technology to “Pay Now” or “Donate Now” and instantly purchase merchandise or donate to our favorite charities on our smart phones. As someone who uses an older model Blackberry and balks at the idea of spending hundreds of dollars on the latest gadgets, I doubt this will impact me for several more years. Still, the notion that I could one day be able to donate on-the-go is kind of exciting, and I look forward to seeing how this impacts the cause marketing world. Another interesting factoid from Joe’s session: the Text-to-Give programs that skyrocketed in popularity in early 2010 after the Haiti earthquake could be just a flash-in-the-pan, soon to be replaced by this new mobile giving option (and, one hopes, the new technology will reduce or eliminate the unpopular fees charged by the third-party vendors who process the Text-to-Give donations).

@CrateandBarrel customers who got @DonorsChoose gift cards spent 16% more at store than those who didn’t.
 

As the Golden Halo Nonprofit winner, DonorsChoose got a lot of exposure at CMF11. Founder Charles Best gave a great talk about the history of the organization, its impact and its mission, as well as details on its cause alliance evolution. For those who don’t know, partner Crate and Barrel has for several years run a campaign offering DonorsChoose gift cards to their shoppers, who could donate the funding to the school project of their choice. It was a great campaign that funded a lot of projects for DonorsChoose. The part I found most interesting was the statistic Charles shared that Crate and Barrel shoppers who did receive DonorsChoose gift cards spent 16% more in stores than a control group of customers who didn’t receive cards. This was solid ROI for the corporate partner – which I think we don’t always hear enough about. With most cause marketing campaigns, we can rattle off statistics all day about how much was raised for the charity, the number of volunteers who were activated, new donors added to the database, how many new Facebook fans they picked up, etc. We don’t hear as often about the increased sales, employee satisfaction, or customer loyalty that most corporations enter a partnership hoping to achieve. I added this request for a little more focus on corporate ROI to my CMF11 Conference evaluation, so hopefully by this time next year, we’ll have a more solid supply of statistics that will help us benchmark our own campaigns.

Just learned about @naumesfruitgift at #CMF11. Fruit for food banks. http://ow.ly/2brzft ^AN
A recent study by Georgetown University’s Center for Social Impact Communication and Ogilvy Public Relations Worldwide revealed that “Feeding the Hungry” was the top cause issue among both U.S.men and women. Taking a page from the Tom’s Shoes “Buy One, Give One” model, Naumes Fruit Gifts aim to supply food banks with much needed fresh fruit through their Donate Fruit® program. For every fruit basket you buy, Naumes will match the gift, pound for pound, with a donation of fresh fruit to a food bank network across America. With over 11 million pounds of fruit donated to date, this project is having a big impact in helping to feed hungry families. P.S. We tried this out at the For Momentum offices this week, and the pears were delicious!

Share this:

  • Click to email a link to a friend (Opens in new window) Email
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on X (Opens in new window) X

Filed Under: Miscellaneous

Dig Deeper

Cause Marketing Resources

Our free cause marketing resources will arm you with the facts, figures, definitions and insider how-tos needed to strengthen your case for cause. Learn More

Cause Marketing Events

For Momentum thought leaders are often invited to speak at industry events. We also host and attend a number of in-person workshops and webinars throughout the year. Check out the latest events here. Learn More
For Momentum

404.420.5762
marketing@formomentum.com
Privacy Policy

Connect with Us

  • Facebook
  • Instagram
  • LinkedIn
  • Pinterest
  • Twitter

Copyright © 2025 · For Momentum On Genesis Framework · WordPress · Log in