Category Archives: Location-Based Cause Marketing

Your Drive Thru Guide to Fundraising on Foursquare

Written on March 2, 2011 in Location-Based Cause Marketing
2 Comments

I talk to more and more people every day who want to use Foursquare and other location-based services for fundraising and cause marketing.

I point them to a whole series of posts I’ve written on the subject. But now I think I need to make the whole process just as simple as possible.

Fortunately, I have some help as McDonald’s has just launched a Foursquare promotion with its restaurants in Philadelphia to benefit the Ronald McDonald House Charities (RMHC). This promotion runs through March 17th.

Here’s what you’ll need for your cause marketing promotion on Foursquare.

  1. A partnership between a cause and company. In this case, it’s McDonald’s and the RMHC. No company or cause? No cause marketing.
  2. At the minimum, the company has made a commitment of money or product per check-in. McDonald’s is donating $1 for each check-in.
  3. The venues that will be part of the promotion need to be claimed on Foursquare.

    4. … Keep reading

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Foursquare + Mobile Payments = New Cause Marketing Platform

Written on January 31, 2011 in Location-Based Cause Marketing
13 Comments

The latest cause marketing program from Foursquare is looking a lot like last year’s. Maybe the folks at Foursquare should watch the movie Groundhog Day.

Don’t get me wrong, it’s all for a great cause, but location-based services like can be used for much more than action-triggered donations.

What if Foursquare could combine a special offer with a mobile payment so that shoppers could check-in an give.

Take the example above of Sports Authority and Boarding for Breast Cancer. If a consumer checks in at a Sport Authority they would get a message that says:

Sports Authority is supporting Boarding for Breast Cancer. Donate a dollar through Foursquare and we’ll match your donation up to a total donation of $10,000.

Here comes the cool part. The consumer can donate to the cause directly through Foursquare with the touch of a button. No more asking at the register for shoppers to support a cause.… Keep reading

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Starbucks Mobile Payments May Give Cause Marketing a Jolt

Written on January 24, 2011 in Location-Based Cause Marketing
7 Comments

I love the new mobile payment app from Starbucks. It’s great having one less card to carry around (I’m down to a driver’s license and a credit card).

There’s also a total coolness factor, especially when Chris Noble introduced me to the new app several weeks before most people, including most of the staff at Starbucks, knew it was working in stores.

Explaining the technology to the cashier, assuring them it would work if they carefully followed my instructions. Answering the questions of the people in line behind me. I never felt so “in the know” in all my life. God I hope it happens again.

But enough about me.

As Starbucks goes so goes American business. Target has been using this very technology since last February, but I didn’t hear about it until the news spread late last year that you could use your smartphone to buy your Starbucks at Target.… Keep reading

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Foursquare Cause Marketing Starts with Loyalty Programs

Written on January 13, 2011 in Location-Based Cause Marketing
8 Comments

Last month during a visit to a Finagle-A-Bagel store in Chestnut Hill, Massachusetts to pick up a check for $25,000 from the Finagle team and their owner, Laura Trust, we got talking about social media, specifically, location-based services.

Finagle was intrigued with Foursquare and how they could use the service to connect with and reward customers at their nine area stores.

The challenge was Finagle’s traditional loyalty program, the Frequent Finagler, which was expensive and it wasn’t social. They were eager to replace it with something better.

With just a bit of guidance from me, Finagle developed a new program that they are testing in a couple stores. Social media, and especially Foursquare, is suddenly central to their loyalty strategy. And while it required extra work to get the program up and running, expenses beyond printing the signage for the stores has been minimal.

You may be asking, “Well, that’s great, Joe.… Keep reading

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Happy New Year, Cause Marketing! Love, SCVNGR

Written on December 30, 2010 in Location-Based Cause Marketing
5 Comments

Starting yesterday in Times Square Massachusetts-based SCVNGR teamed up with teen clothing retailer American Eagle on a New Year’s program aiming to raise money for Big Brothers Big Sisters.

This location-based cause marketing program asks consumers to complete challenges on SCVNGR to raise cash for BBBS. Such challenges include “2010 was…” and players are asked to describe their year, “Spot the Eagle,” which asks them to snap a picture with the eagle on the Times Square billboard and “What’s your resolution,” which asks for 2011 resolutions.

After you complete a challenge, American Eagle donates five bucks to BBBS, which SCVNGR will match.

This is a great test for SCVNGR at the epicenter of location-land, New York City. Times Square has been a test tube for other LBS experiments, and American Eagle is a natural as it woos teens and young adults.

Outside of major cities and social media conferences, LBS seems to be progressing slowly, especially for cause marketing.… Keep reading

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