Social Marketing for the Greater Good
Recently I accepted a nomination to be one of “Colorado’s Finest.” The Cystic Fibrosis Foundation created this fundraising campaign in an effort to raise awareness for the disease as well as raise money to help find a cure. I was one of 17 young professionals in Denver chosen to participate in the campaign and raise at least $2500 for the organization.
I dislike asking friends and family for money, even if it is for a charitable organization. Thus, I decided to take an alternate route towards reaching my goal, which included the planning, marketing and implementation of three events aimed at raising money and awareness for the organization while having a good time. Here’s what I learned from planning and running these charitable events.
- Just Ask: In order for my fundraisers to work, I needed a lot of help including donations from local businesses. I was pleasantly surprised at the support I received. I believe that most people would like to help others if presented with an opportunity. All you have to do is ask.
- Don’t Be Afraid To Tap Your Social Network: Similarly to the previous point, people genuinely want to help and it is typically not regarded as “spam” to ask. My most successful event was the event in which I emailed my contacts and clearly expressed the value and their potential contribution. One honoree was able to raise an extra $3,000 the night before just by sending one last email to her contact list explaining her situation and goals.
- Build the Buzz: Just like in any marketing campaign your goal is to build the hype and get people talking about your company or product. Even in social marketing you try and find the mavens and connectors. These people help spread your message. I was able to add a few contributions to my campaign just by talking to everyone about what I was doing. They were more than happy to donate!
- Grey hairs are most definitely caused by stress!
Red Egg Marketing typically uses an inbound marketing strategy for most businesses that focuses primarily on the discovery part of the consumer buying process. Event promotion has to be done a bit differently. Although this was a challenge it presented us with a fun learning experience and a first hand look into the world of event promotion and social marketing.
I was never opposed to using social marketing to market a company or organization as long as the ultimate goal and the money raised goes directly to help a good cause. Many companies as big as Coca-Cola and as small as your local restaurant or bar have successfully helped their communities while also receiving new customers. This was the first time Red Egg Marketing has used its resources to help others and it will certainly not be its last.
Have you tried to use your business’s resources to make a difference in your community? Please email firstname.lastname@example.org or connect with us on Facebook and tell us about it. We would love to hear about your ideas and experiences! Check out www.redeggmarketing.com/CF to hear more about the awesome fundraising events we held and learn more about how you can help the Cystic Fibrosis Foundation!