eec 2009 Andre Agassi Foundation Panel

Lessons Learned from a Cool, Cause-Marketing Initiative

The Andre Agassi Charitable Foundation / eec Program Supported by eec-Member Volunteers

February 11, 2009

Panelists & Moderator

• Julie Krell, Director of Marketing & Communications, The Andre Agassi Charitable Foundation

• Dylan Boyd, Vice President of Sales & Strategy, eROI• Chris Frasier, Account Development Manager, BlueHornet

• Heather Vessey, Email Group Manager, Bonnier Corporation

• Erick Mott, Communications Director, Lyris

In this Presentation…

• How to organize for a cause

• What not to do in a cause marketing context

• Why email marketing is a natural fit

• What can be achieved with Web 2.0

• How cause marketing can help your business

and make a difference for others

• Q&A

What is Cause Marketing?

• Marketing that involves the cooperative efforts of a “for profit” business and a “non-profit” organization for mutual benefit; also referred to as “cause-related marketing”

• Marketing relationships that do not include direct donations from a “for profit” to a “non-profit.”

– Example: eec-member organizations collaborating to support The Andre Agassi Charitable Foundation

Supporting eec-Member Organizations

About The Andre AgassiCharitable Foundation

Who is Andre Agassi?- Tennis champion with 8 Grand Slam

titles and an Olympic gold medal

- Started The Andre Agassi Charitable Foundation in 1994

- Retired from the tour in 2006

- Deeply focused on improving U.S. public education for underserved children

- Foundation has raised nearly $75 million

- Grand Slam for Children benefit concert has been primary fundraising vehicle

The Foundation’s Mission

The Andre Agassi Charitable Foundation isdedicated to transforming U.S. public education forunderserved youth. The Foundation drives reformby engaging in practice, policy and partnerships thatprovide quality education and enrichmentopportunities.

The centerpiece of the mission is the Andre AgassiCollege Preparatory Academy.

Andre Agassi College Preparatory Academy in Las Vegas

How to Organize for a Cause

• Commit

• Secure executive sponsorship

• Set goals

• Plan and communicate

• Manage tasks and expectations

eec’s Program Goals

• Grow Foundation database of donors and friends in order to reach out to more people who may have interest in giving

• Communicate with donors more regularly with meaningful content; segment database to better target messaging

• Increase online giving (year over year comparison, how far can we move the needle?)

Tactical Planning

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

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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.

What Not to Do

• Use it for personal gain

• Commit without executive sponsorship

• Expect too much from volunteers

• Over promise and under deliver

• Ignore the power of good collaboration

LESSON #2

Participate for the right reasons;be authentic and transparent.

Why Email Marketing is a Natural Fit

• Overview of 2008 accomplishments

– Before and after examples

• Focus for 2009

• Next Steps

Email marketing works for trusted fundraisers.

Program Accomplishments from 2008

• Refinement of creative and strategy

• New sign-up page

• Implemented branded double opt-in email targeted at new site sign-ups

• Welcome letter sent daily to all new subscribers

• Post card and new newsletter templates completed

Double Opt-In

• New process

• Focused on building strong list of engaged subscribers

• Will help respect people’s choice of how they would like to communicate

Welcome Letter

• Personalized introduction to the Foundation

• Provides history about the Foundation and sets expectations of what’s to come

• Acts as an immediate touch to new subscribers

• Subscribers able to donate from email

Newsletter: Before

• Time and resource limitations resulted in duplication of print version sent via email

• All content contained in email, no links to Foundation site or other call to action

• Required a lot of effort on behalf of the subscriber to digest messages

Newsletter: After

• On brand, shorter, more dynamic and incorporates smaller articles which people can link to the full version online

• Also includes snippet text, anchor tags, view online and navigation links for readers to use as a jumping off point to get to different areas of the Foundation site

• Goal is to further engage subscribers and help create an emotional connection with the Foundation

• Vehicle to provide an update about projects and initiatives

Focus for 2009

• Monitor subscriber behavior and continually adjust plan based on measurable results

• Implement segmentation strategy based on preferences, demographic data and behavioral information

• Optimize list growth opportunities where they make sense and will produce the best engagement possibilities

• Recruit partners to help drive sign-ups, awareness and online donations to the Foundation

Next Steps

• Fold in additional communications such as follow up emails based on what new subscribers stated they were interested in during the sign-up process

• Continue to shape communications strategy with Foundation staff in a sustainable way

• Branding updates

• Leverage Web 2.0

LESSON #3

Solid email marketing strategy andexecution = lower costs and increased ROI

[manage bandwidth and expectations when workingwith partners and volunteers with other commitments]

What Can Be Achieved with Web 2.0?

• Social capital online does convert to $upport

• Move people with authentic stories and a cause (consider Obama’s election campaign)

• Scalable, cost effective channels and tools:

• Facebook’s “Cause” Application

• LinkedIn; Twitter

• Blogging; Web 2.0 badges

Examples

Create a 501c3 cause in Facebooki.e. Keep the Arts in Public Schools, 500,000+ members & growing

Supporters add cause link to profilesThis helps to create social capital

Examples (cont.)

Supporters post mentions and links on Twitter

Examples (cont.)

1) David Armano’s Blog, Network and Social Capital

2) Her Family’s Story and Needs

3) Their Cause and Online Results!

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.

LESSON #4

Get in the Web 2.0 game with leaders and powerful stories. Brands with fans, and a cause,

create results.

How Cause Marketing Helps

• Business:– Morale– Goodwill– Awareness and PR– Networking– Brand loyalty and differentiation– Sales

How Cause Marketing Helps (cont.)

• Non-profit:– Mission impact– Revenue generation beyond donations– Enhanced visibility– Audience access

– Leadership and volunteers– Connections/expertise in marketing– New channels

Cause Marketing Tips

How can my team boost business by giving back?

1. Identify a cause that fits your business

2. Don’t manufacture your concern

3. Define your marketing goals

4. Don’t gloss over the business benefits

5. Put metrics in the process

6. Don’t be modest about your involvement

7. Integrate cause marketing with your other marketing efforts – through internal communications and marketing plans

8. Make sure that your charitable organization promotes your business in all of their marketing programs

Source: Joanna L. Krotz

LESSON #5

Cause-based partnerships benefit businesses and non-profits. Enjoy, everyone wins.

Summary

TOP FIVE LESSONS:

1) Manage and don’t bite off more than you can chew.

2) Be authentic and transparent.

3) Solid email marketing = lower costs & increased ROI.

4) Brands with fans, and a cause, create results.

5) Enjoy, everyone wins.

Q&A

Ask good questions and receive a signed ball from Andre Agassi…

Support the Foundation to Helpand Learn More

• Subscribe to the newsletter; visit www.agassifoundation.org

• Add the Foundation link in your Facebook and LinkedIn profiles

• Blog and Tweet about the Foundation

• Join the eec / Foundation team