Ever since the team from Allison + Partners came on CauseTalk Radio to talk about how influencers can power cause marketing, I've become convinced my three-legged stool for cause marketing success, which previously included legs for sales, research and content marketing, needs a fourth for influencers.
More evidence: Green Bay Packers quarterback Aaron Rodgers and State Farm's efforts to raise money for wildfire victims in California. Read the whole story over at Upworthy.
While Rodgers is a special influencer because he's a sports star, the benefits of working with influencers is not limited to celebrities. When we cultivate influencers of all sizes (e.g. micro-influencers) we can reap the same benefits - albeit at a smaller scale, including dollars raised. Take this example involving Best Friends Animal Society and Instagram doggy influencer Walter Cronkite (@thedailywalter)
Here are just a few of the perks.
1. The influencer will donate. Rodgers donated a $1 million of his own money! The human behind @thedailywalter donated a dollar for everyone who posted the special birthday hashtag.
2. The influencer will encourage others to donate. Rodgers took to Twitter to put out the call for donations. @thedailywalter also asked for donations. Both influencers helped raise additional dollars!
3. The influencers will attract partners. For Rodgers it was State Farm, which generously matched his $1 million donation. Not to be outdone, @thedailywalter had @rita_the_frenchie matching donation. Not too shabby!
4. The influencer will inspire unexpected gifts. Seeing the response to Rodgers' tweet, Walmart also decided to donate $1 million. @thedailywalter reported that “Much to my surprise and joy, not only did people post like crazy, but some even offered to MATCH my donation!"
Influencers come in all shapes and sizes and...breeds! Have you worked with influencers? I'd love to hear about your successes and/or challenges!
✍️ Partnership Notes
1. Rhode Island based discount retailer Ocean State Job Lot annually raises $450K for Boston Medical Center selling charity pinups over the holidays. This additional fundraiser - CHOOSE-GIVE-GET - runs through tomorrow. That's quite an incentive to give!
2. 1-800-FLOWERS has designated eight items to benefit its key philanthropic partner, Smile Farms. Scroll to the bottom of the page and check out how they clearly define "Net Proceeds." Nice.
4. I love the involvement of seniors in this promotion! Uber and Meals on Wheels have paired up 3 seniors with 3 artists to bring to life the magic that happens when you share a meal and a moment.
5. Is 'buy one give one' the best giving model for businesses?
🤑 Marketing Your Cause
1. Santander’s Someone Else's Shoes shows the misunderstood realities of homelessness [VIDEO]. The initiative includes an app with AR technology that puts the viewer in the subject's shoes. For every download, the bank is donating $1 to organizations like Boston-based Heading Home that aid the homeless.
2. ‘We’ve become more creative’: New York Public Library’s marketing chief on Black Friday spoof I reported on last week. The results were enormous for the library!
3. As you know, I'm a big fan of web site pop-ups to collect email addresses. Here's how to do them without upsetting your readers. I learned something! Watch for changes on my site.
😎 Cool Jobs in Cause Marketing**
1. Director of Development, Jefferson Awards Foundation (Wilmington, DE)
2. Director, Philanthropy Communications, Cleveland Clinic (Beachwood, OH)
3. Partnerships Manager, Heritage of Pride (NYC)
4. Corporate Development Manager, The Trevor Project (Los Angeles)
**Have your cause-related job featured here for FREE. Hit reply to this email and give me the details and a link.
🧠🍌 Brain Food
1. How the Boys & Girls Clubs of America doubled its revenue from individuals.
2. The 5 digital skills to look for in your next trustee. #1 is key!
3. These pictures of George H.W. Bush’s service dog has everybody in tears.😢Trained by American VetDogs!
Have a question, comment or just want to say hi? Just leave a comment below. 🙏