Doing Good, Well --Keys to Online Cause Marketing Success
Philanthropy/social marketing expert and author to share insights and best practices for effective Online Cause Marketing.
Katya Andresen, COO, Network for Good, and author of Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
AMADC Members: $25 special rate by May 18; $30 after
Non-Members: $40 special rate by May 18; $45 after
Student Members: $20
Lunch will be included.
Onsite Registration available at an additional $10 fee.
About the Program:
Doing Good Well --Keys to Online Cause Marketing Success
Online cause marketing campaigns are everywhere you look. From Target’s Bullseye Gives contest, to the Chase Community Giving program, to USA Today's #AmericaWants Twitter hashtag campaign, companies are engaging their audiences around charity in new and innovative ways online – especially on social media platforms – and boldly linking their brands to philanthropy and social responsibility.
Companies are spending more on cause marketing, but are they spending smart? And are their nonprofit partners getting the most out of it too? It’s never been more crucial to get it right. Consumers in the age of social media can sense disingenuous cause marketing efforts a mile away and now have the tools to broadcast the bad (and the good) with a potentially viral effect.
Join us to explore how to do good, well, in this challenging environment as Network for Good’s COO, Katya Andresen, shares key principles, case studies and the good, bad and ugly of purpose-driven marketing.
- Learn the keys to online cause marketing success, including suitability, authenticity, transparency and selling point.
- Discover the secret to sound goal-setting
- Understand how to frame winning campaigns
- Master how to inspire people to act
- Receive a checklist for running an effective online campaign
As a bonus, we’ll also cover how to prepare for helping out in times of humanitarian disaster, such as the recent crisis in Japan.
About the Speaker:
Katya Andresen, COO, Network for Good
Author of Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
Katya Andresen is Chief Operating Officer of Network for Good, a nonprofit started by AOL, Yahoo! and Cisco to harness technology for social good. Network for Good partners with leading brands and thousands of nonprofits on an array of cause-related marketing initiatives, including Capital One’s highly regarding charitable giving site.
Katya is a well-known speaker, author and blogger about nonprofit marketing, online outreach, social media and fundraising. In addition, she is an adjunct professor of communications at American University’s Key Certificate Program and serves on the board of the Nonprofit Technology Network (NTEN).
She has trained thousands of causes and companies in effective engagement, and her marketing materials for non-profits have won national and international awards. Katya is the author of the book, Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes and was featured in the e-book, Nine Minds of Marketing. She is also an author featured in People to People Fundraising - Social Networking and Web 2.0 for Charities. Fundraising Success Magazine named her Fundraising Professional of the Year in 2007, and she has since become one of its regular columnists.
Before joining Network for Good, she was Senior Vice President of Sutton Group, a marketing and communications firm and a marketing consultant overseas in Ukraine. She also worked for CARE International. Katya traces her passion for good causes to the enormous social need she witnessed as a journalist prior to her work in the non-profit sector. She was a foreign correspondent for Reuters News and Television in Asia and for Associated Press and major US newspapers in Africa.Company Description
Network for Good is a nonprofit that makes it easy for donors to support any charity, anywhere online and that helps nonprofits raise funds for their missions through simple, affordable and effective online fundraising services, including donation processing and email outreach tools. To foster continued growth in online giving, Network for Good also provides free training to nonprofits on online outreach through the site www.Fundraising123.org. Through partnership with corporations, Network for Good enables cause marketing initiatives and charitable giving solutions on company websites. Network for Good has processed over $437 million in donations for more than 60,000 nonprofits since its 2001 founding by AOL, Cisco and Yahoo!. www.networkforgood.org