CMF11 Conference Program Overview

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Wednesday, June 1	Thursday, June 2	Friday, June 3
PRE-CONFERENCE WORKSHOPS	OFFICIAL CONFERENCE EVENTS	POST CONFERENCE WORKSHOPS
· CM101 for Nonprofits · CM101 for Business · Hospital Corporate Development Summit	· Breakfast · Welcome · Opening Keynotes & Breakouts	· Nonprofit Corporate Development Leadership · Cause Marketing 202 for Nonprofits
OFFICIAL CONFERENCE EVENTS	Halo Awards Luncheon
· Opening Reception · Opening Dinner	· Breakout Sessions & Powerful Discussions · Closing Session

"You ran a terrific conference. I felt most fortunate to be in such incredible company. I learned so much and hope to bring new ideas and energy to our cause marketing program."

Patricia Stush, Director of Development, Christopher & Dana Reeve Foundation

2011 Cause Marketing Forum Annual Conference Program
Wednesday, June 1
PRE-CONFERENCE WORKSHOPS Separate fees apply
10:30 - 4:30	Cause Marketing 101 for Nonprofits
10:30 - 4:30	Cause Marketing 101 for Business
9:00 - 4:00	Hospital Corporate Development Summit
OFFICIAL CONFERENCE START
5:30	Opening Reception Greet old friends and make new ones at the Hyatt Regency Chicago. Free for all conference and workshop registrants.
6:30	Opening Dinner Our festive opening dinner – included in your conference registration – will celebrate the great things that can be accomplished when companies and causes collaborate. Michael Hoffman, CEO of See3 Communications, offers a bit of dinnertime edutainment with 2010 cause marketing video reel.
Thursday, June 2
7:30	Breakfast
8:00	Conference Welcome David Hessekiel, President, Cause Marketing Forum
8:15	Cause Marketing Golden Halo Award for Business Learn how eBay has deeply integrated cause into its business through the eBay Giving Works, a program that has raised more than $240 million for nonprofits while strengthening eBay’s ties with sellers and buyers. Amy Skeeters-Behrens, Director of Marketplaces Citizenship, eBay
8:45	Cause Marketing Halo Award Spotlight New this year. Instead of simply handing out awards, we’ll shine a spotlight on select Halo award winners to learn from their experiences.
9:00	Delicate Communications The saying “no good deed goes unpunished” proves true all too often in cause marketing. It's imperative to anticipate criticism (just and unjust) and to know how to deal with it once it arises. CMF's David Hessekiel reviews communication challenges that dog cause marketing. Walmart's Julie Gehrki and Share Our Strength's Laura Goodman discuss issues they've confronted while implementing their partnership to end child hunger in America. Julie Gehrki, Director, Walmart Foundation, Walmart Stores, Inc. Laura Goodman, Director, Partnership Development, Share Our Strength
9:45	Cause Marketing Halo Award Spotlight
10:00	Cause Marketing: The Good, The Bad and The Ugly Companies and causes can make awesome things happen together, but only rarely realize their potential. DoSomething.org CEO and Chief Old Person Nancy Lublin analyzes what cause marketers are doing wrong and right with the no-holds-barred approach that has made her one of Fast Company magazine's most popular columnists. Nancy Lublin, CEO and Chief Old Person, DoSomething.org
10:30	Break
11:00	Breakout Sessions (Choose one of three)
Cause Marketing Legal Issues in the Internet Age How should we apply cause marketing regulations and guidelines created years ago to innovations such as social media and crowd-sourcing? Ed Chansky, Of Counsel, Greenberg & Traurig
Best Practices in Cause-Related Social Media Social media provides cause marketers with exciting tools to engage people, but this emerging field is already suffering from contest fatigue and consumer burnout. We’ll review bright and dark examples of corporate cause-related social media and share concepts – such as the ladder of engagement – to help you achieve greater success. Kami Watson Huyse, President, Zoetica
Behind The Scenes with eBay Giving Works Get up close and personal with eBay and its cause marketing partners during this interview and Q&A session moderated by USA Today’s Laura Petrecca. Amy Skeeters-Behrens, Director of Marketplaces Citizenship, eBay Laura Petrecca, Business Reporter, USA Today Lindsay Avner, Founder/Executive Director, Bright Pink Esther Choi, Deputy Director, Interactive Marketing, U.S. Fund for UNICEF
12:00	Pre-Luncheon Reception
12:30	Cause Marketing Halo Awards Luncheon Cause Marketing Golden Halo Award for Nonprofits: DonorsChoose Today DonorsChoose.org may be the hottest nonprofit on the cause marketing landscape, but 10 years ago it was just an idea cooked up by a teacher, Charles Best, in a school lunchroom: use the internet to connect donors to classrooms in need. Learn how this revolutionary nonprofit partners with businesses to leverage its unique combination of hi-tech and hi-touch. Charles Best, Founder and CEO, DonorsChoose.org
2:00	Breakout Sessions & Powerful Discussions Attend your choice of breakout presentations or participate in one of a dozen small group discussions.
Behind the Scenes with DonorsChoose.org and Microsoft Learn about the inner workings of DonorsChoose.org and the development of its multifaceted alliance with Microsoft’s Bing in this session moderated by USA Today’s Laura Petrecca. Charles Best, Founder, DonorsChoose.org Lynn Rowe Girotto, Sr. Director Bing Engagement, Microsoft Laura Petrecca, Business Reporter, USA Today
Earned Media Strategy: Corporate-backed Public Awareness Campaigns In recent years, corporate sponsorship of public service announcements has become more visible and media outlets have become more open to PSAs that have some corporate branding. Learn strategies and tactics for securing donated and branded media placements on-air and online from experts at Bridgestone Americas, Easter Seals and ABC 7 Chicago. Dan MacDonald, VP Community & Corporate Relations, Bridgestone Americas Kristen Barnfield, Assistant Vice President of Public Relations, Easter Seals Diana Palomar Scott, VP Community Affairs, ABC Chicago Michelle Quivey, VP, WestGlen Communications
Branded Documentary for Cause Marketing: A Case Study from Service to Sundance Brands are increasingly finding success communicating their Cause stories through authentic documentary-style media. But how is branded documentary best created and leveraged? And does it actually deliver? Tide Loads of Hope recently commissioned Flow Nonfiction to create a documentary film chronicling the brand’s work in post-earthquake Haiti. This panel's case study provides 360 view of the process and results from the team who made it happen, and a discussion of best practices for all players. Amanda Treeby, Tide Loads of Hope Program Leader, Tide External Relations, Procter & Gamble Rebecca Dickson, Executive Vice President, DeVries PR David Modigliani, Creative Director, Flow Nonfiction Stephanie Smirnov, President and Chief Creative Officer, DeVries PR
Powerful Discussions Cause marketing pros will lead small group discussions and interactive breakout sessions designed to enhance your knowledge of critical topics and your network. (Details and pre-registration in May.)
3:00	Breakout Sessions & Powerful Discussions Attend your choice of breakout presentations or participate in one of a dozen small group discussions.
Teaming Up: Successfully mixing sports and cause marketing Mixing the passions that fans have for causes and sports can be a very potent combination -- if you handle it right. Charity Partners Foundation President Kurt Aschermann, State Farm Insurance Manager of National Sponsorships Todd Fischer and Boys & Girls Clubs of America VP Frank Sanchez share their playbooks for creating win-win alliances between sports entities and cause campaigns. Kurt Aschermann, President, Charity Partners Foundation Todd Fischer, Manager of National Sponsorships, State Farm Insurance Frank Sanchez, VP, Boys & Girls Clubs of America
Cause Attention: Using social media to identify, influence and engage Have you ever wondered, “How did that campaign raise so much money?” or “Why isn’t my campaign getting those kind of results?” In this fast-paced session we’ll reveal the key principals for using social media to drive influence and engagement to get attention for your next cause campaign. Seema Bhende, Senior Director, Social Innovation Practice, Waggener Edstrom Suzanne Zurn, Vice President, Digital Advocacy, Waggener Edstrom
Cause Marketing Legal Issues in the Internet Age *(see 11 am description)*
Best Practices in Cause-Related Social Media (see 11 am description)
Powerful Discussions Cause marketing pros will lead small group discussions and interactive breakout sessions designed to enhance your knowledge of critical topics and your network. (Details and pre-registration in May.)
4:00	Break
4:15	What Stands in the Way of Great Cause Marketing? Within our profession there is wide agreement that corporate cause initiatives should be transparent, comply with relevant regulations and demonstrate deep commitment. In spite of that, we frequently see opaque, short-term programs hit the marketplace. Why? Scott Pansky of Allison & Partners shares results of a study that surveyed corporate executives on this issue and then leads a panel discussion with Bill Bonner of OfficeMax, Kori Reed of ConAgra Foods and Jennifer Sloan of The Walt Disney Company. David Hessekiel ends the day by seeking your input on creating a cause marketing code of conduct.
5:00	Adjourn
Friday, June 3
Post-Conference Workshops separate fees apply
8:00 - 2:00	Nonprofit Corporate Development Leadership Summit
8:00 - 2:00	Cause Marketing 202 for Nonprofits

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CMF11 Conference Program Overview

"You ran a terrific conference. I felt most fortunate to be in such incredible company. I learned so much and hope to bring new ideas and energy to our cause marketing program."

2011 Cause Marketing Forum Annual Conference Program