neahp - cause marketing for health care organizations

NEAHP - 2011NEAHP - 2011

Cause Marketing for Healthcare Organizations

Joe Waters & Joanna MacDonaldSelfishgiving.com

Cause & Event Marketing, BMCMarch 14, 2011

Who Are We?Who Are We?

Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years)

Future Authors, Cause Marketing for Dummies (July, 2011)

Joe: Blogger, Selfishgiving.com (6 years)

Joe

Three Areas of FocusThree Areas of Focus

Cause Marketing

Cause Marketing & Social Media

Location-Based Cause Marketing

Joe

Rules of the RoadRules of the Road

45 minute presentation

30 minute Q&A Questions after each

section and at the end

Put down your pens!

Joe

What is Cause Marketing?What is Cause Marketing?

Cause marketing is a partnership between a nonprofit and a for-profit

for mutual profit

CM Raises Money & AwarenessCM Raises Money & Awareness

8 Reasons HO Should Do CM8 Reasons HO Should Do CM

Perfect emotional message

Good reputation

Patients are partners

Vendors are a resource

Joe

8 Reasons HO Should Do CM8 Reasons HO Should Do CM

Good events to leverage

Large workforce

Flexible messaging

You can afford it!

Types of Cause MarketingTypes of Cause Marketing

Licensing

Message Promotion

Employee Engagement

Point-of-Sale

Purchase Triggered Donations

Digital

Joe

Point-of-Sale Cause MarketingPoint-of-Sale Cause Marketing

Joe

Why Point-of-Sale?Why Point-of-Sale?

Lucrative

Cost-effective

Easy to execute

Plays well with others

Local Success Story - BMCLocal Success Story - BMC

100 Job Lot Stores

Month-Long Program

$1M Since 2004

Local Success Story - BMCLocal Success Story - BMC

50 iParty Stores

$160,000/yr.

Co-marketing with other businesses

Purchase Triggered DonationsPurchase Triggered Donations

Joe

Action Triggered DonationsAction Triggered Donations

Why Purchase Triggered?Why Purchase Triggered?

Good money

Guaranteed

Natural for social media

Reflects a serious brand

Local Success Story – JumpstartLocal Success Story – Jumpstart

$.50 each drink

$15,000

Northeast Only

CM Meets SMCM Meets SM

PromotingPromoting

Learn

ing

Learn

ing

FundraisingFundraising

“Like” the Facebook Page ($5) Comment on the page or

“like” any posting ($2) Follow them on Twitter ($5) RT or mention Twitter handle,

@2ndharvest ($2) Post a photo showing your

support on Facebook, Twitter and Flickr (bonus $5 each!)

The Next FrontierThe Next Frontier

What is Location-Based Cause Marketing?

What is Location-Based Cause Marketing?

Using mobile technology to target consumers by location to achieve

cause marketing goals

Check-In Donations - 3/10Check-In Donations - 3/10

Check-In Donations - 1/11Check-In Donations - 1/11

Complete Challenge = $5 + $5 Match

BadgesBadges

Loyalty ProgramsLoyalty Programs

Mobile PaymentsMobile Payments

4 Practical Tips4 Practical Tips

Use LBS as an enhancer

Use LBS as is

Use LBS with the right demo

Use LBS to build credibility

For More TrainingFor More Training

www.HospCorpDev.com

For More TrainingFor More Training

www.SixFigureCauseMarketing.com

For More InfoFor More Info

For More InfoFor More Info