 In 2008, with leadership from Jeanniey Mullen, the Email Experience Council (eec) launched a cause marketing strategy in partnership with the Andre Agassi Foundation. The Foundation is a non-profit initiative dedicated to transforming U.S. public education for underserved youth, and drives reform by engaging in practice, policy and partnerships.
A volunteer-team of industry professionals and eec members, from more than eighteen different companies, organized around the cause to focus on improving the email marketing program based on member expertise and resources. The virtual team had its share of challenges and successes over the past 16 months, creating and sustaining a program focused on growing the list, building awareness, and increasing donations from online channels.
In February 2009, a smaller team of supporters from the Andre Agassi Foundation -- BlueHornet, Bonnier Corporation, eROI and Lyris -- presented at the Email Evolution Conference in Arizona to share and discuss their "Lessons Learned from a Cool Cause-Marketing Initiative", including:
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What not to do in a cause marketing context
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Why email marketing is a natural fit
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What can be accomplished with Web 2.0 assets and channels (i.e. blogging, social networks, Twitter, video, etc.) on a limited budget
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How cause marketing can help businesses grow and make a difference for others
The eec-member panel provided the audience with their "Top Five Lessons" learned that are useful for any business that is considering a cause marketing strategy, or is currently in the midst of one. To learn more about the Andre Agassi Foundation initiative, and how to integrate cause marketing into your marketing strategy, the eec panel presentation from the Email Evolution Conference is available here, which you can review at your leisure:
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About the Author
Erick Mott is the communications director for Lyris. Connect and collaborate with him on http://twitter.com/lyris and www.linkedin.com/in/erickmott.
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