1. Thinking
Beyond The
Donation Box

2. START

3. Cause
Marketing
is...

4. ... not helping anyone
... making things worse
... a marketing term
... >ish wrapper
... a stall tactic
... a CYA maneuver
... a poor investment

5. Technology
Changes
Everything

6. Real Life
Changes
Everything

7. Technology and the Internet, and
their role in our lives, has changed
how we communicate, get and
share information, the media we
consume, and the reasons we
engage with each other ‐ online
and of9line. The effects of these
changes are being felt by all of
us, every day, all the time.

8. Information moves FASTER. People
are more closely CONNECTED. We
all have DIFFERENT OPTIONS
and BETTER CHOICES. Our
EXPECTATIONS ARE HIGHER.
The connections we make to the
issues and events that shape our
world are being TRANSFORMED
‐‐ rapidly and constantly.

9. Everything
must
change.

11. Shift
& Reset

12. How organizations operate,
organize, and communicate must be
RE­IMAGINED. The passion and
interest of individuals must be RE­
FOCUSED and RE­DIRECTED. The
ways that we measure success must
be RE­ASSESSED. The ways we
promote big ideas and create better
solutions must be RE­ENVISIONED.

13. More Cause.
Less Marketing.

14. Marketing as
part of the
mission

15. Serving the
cause vs.
Solving the
cause

16. [5 Cases]

22. [5 Tools]

28. [Big Finish]

29. The future of
cause
marketing
is about...

30. ... co­opera­tition
... expiration dates
... doing less (not more)
... adaptive scale
... guided crowdsourcing
... counting down
... REAL impact

31. Consider
yourself
challenged

32. Ask Me Anything

33. Thinking
Beyond The
Donation Box

34. THE END

35. EXTRAS

36. [The Basics]

37. Brand is
about
experience

38. Marketing
is like
dating...
Trust me
I’m a
marketer
and
marriage

39. Technology
is just the
facilitator

40. Social
media
changes
everything
... and
nothing

41. [little ‘m’]

42. Timely, relevant,
compelling
information

43. Experiences people
will remember
(fondly) and talk
about.

44. Stuff that people
will use... and value.

45. [Tactical]

46. There is no ‘right way’ to blog
More watching/
There is no ‘right listening =
way’ to blog more
remembering
Games are for Mobile phones
more than are always on,
playing always active

47. There is no ‘right way’ to blog
Findability is
Everything is social
more important
than location
Listening and
Stuff is
hearing are
important
different

48. [Ops]

49. Know Your
Audience
Demographic Psychographic
Social­graphic Behavioral

50. Order of
Operations
Goals Strategies
Tactics Resources

51.
1) Creating audience Pro>iles
2) Developing a content plan
Getting 3) Monitoring
started 4) Experimenting w/ outreach
5) Building systems

52.
1) Positioning
2) Real Time
Think like an
3) Value
operative
4) Transparency

53. [Reminder]

54. Change is hard: You are Audiences need help
asking people to shift their and support: You need to
behavior. It cannot be teach people how to have
forced. an impact.
Organizations must be
patient and committed: Try. Fail. Learn: There are
You have to invest -- time, no right answers. Nobody
money, energy, and focus knows exactly how this
-- to be successful. stuff works.

55. Brian Reich
managing director, little m media
email me: brian@littlemmedia.com
call me: 617.417.9436
follow me: twitter.com/brianreich
friend me: facebook.com/brianreich
link to me: linkedin.com/in/brianreich
read me: Media Rules!
Shift & Reset (Spring 2011)
ThinkingAboutMedia.com
Fast Company Expert!
download me: slideshare.net/brianreich