Using The Web to Build Successful Cause Marketing Relationships
A growing number of businesses and nonprofits have discovered that online technology can “turbo-charge” their cause-related marketing partnerships, according to Kelly McMackin, vice president of cause marketing partnerships for Kintera, Inc, a leading provider of software and services for nonprofits.
A growing number of businesses and nonprofits have discovered that online technology can “turbo-charge” their cause-related marketing partnerships, according to Kelly McMackin, vice president of cause marketing partnerships for Kintera, Inc, a leading provider of software and services for nonprofits.
A 2002 Kintera study involving data from more than 625 nonprofit events, 430,000 participants and 800,000 transactions found that groups that raised money via the Internet generated more in both online and offline contributions than those who did not use email to solicit donations.
Kelly points to the 2002 AIDS Walk in New York as a classic example. Participants that used online fundraising tools raised an incredible 350% more than “offline” participants.
Whereas “offline” participants depend on traditional methods – like walking through the office with pledge forms – “online” participants and volunteers can greatly expand their reach and create community via ePhilanthropy, explained Kelly.
Two prime ePhilanthropy techniques: 1) creating personalized websites in an online community and 2) sending solicitation emails to friends and family. San Diego-based Kintera saw a 25-fold increase in the volunteer email-generating communities it serves from 2001 to 2002.
In addition to multiplying fundraising returns for nonprofits, business partners can achieve marketing goals through their nonprofit partner’s website including:
-- Capture email addresses
-- Capture targeted demographic data
-- Utilize online promotion tools such as quizzes, coupons or a virtual goodie bag.
For example: MasterCard wanted to tap into the over $212 billion donated annually to nonprofits, including involvement with the active communities that drive online donations.
The credit card company sponsored the American Lung Association, among other organizations, in their adoption of new technology. In return, the group’s Asthma Walk found immediate benefits in increased donations, participants and reduced overhead while MasterCard got the added benefit of brand promotions.
You can learn more about the potential impact of ePhilanthropy on your cause-related marketing by contacting Kelly McMackin at kmcmackin@kintera.com
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