Skip to main content

Nationwide Cause Marketing with Twitter

Mash up a telethon, the nationwide live showing of an earnest documentary film about three women fighting poverty in their respective countries, CARE, ONE, Fathom, and Twitter, and what do you get?

We've seen local and regional Tweet-a-Thons, but this will apparently be the first-ever nationwide sponsored Tweet-a-Thon.

From Tuesday, March 3 to Thursday March 5 when you Twitter with the phrase “#apowerfulnoise” in your Tweet, National CineMedia Fathom will make a $0.10 donation per CARE, up to 50,000 tweets, a rather modest $5,000. 

The event culminates on Thursday, March 5 with the showing of the film “A Powerful Noise” at 450 movie theaters across the United States. The film will be followed by a live panel discussion that includes the likes of Christy Turlington Burns, Nicholas Kristof, Dr Helene Gayle, Madeleine Albricht, and Natalie Portman. You can submit a question to the panel here.

The documentary was produced by Sheila Johnson, a Global Ambassador for CARE, and cofounder of BET with her former husband Robert Johnson. She has a long list of other firsts including, it’s said, bragging rights as the first black female billionaire. (Oprah was the second, but she has since surpassed Johnson). 

This is a pretty cool idea and I can imagine a lot of directions you could take starting with this approach.

But I cannot imagine a way in the world that the panel discussion doesn’t turn out to be a yawner. Either the film does its job or it doesn’t. But the addition of a panel discussion on the heals of the movie will neither mitigate a bad documentary or improve a good one.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out.

I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog. But alas sometimes the geek gene does fall pretty far from the tree.

So I talked to programmers to see if I could find someone who could do the same, but it was always more than I was willing to pay.

Finally, last week I hired a MBA student to do it all in a spreadsheet, and what do you know but that over the last 15 years a basket of 25 cause marketing stocks dramatically outperforms the Dow, the S&P 500, the NASDAQ Composite, and the Wilshire 5000.

The index, which I call the Alden Keene Cause Market…

Cell Phone Fundraising

There you are walking down Lake Shore Drive past the rising Chicago Spire building eating a Chicago Red Hot, when you’re struck by a billboard with a message from, say, MercyCorps, asking for help providing relief to the cyclone-battered people in Myanmar’s Irrawaddy delta. But the sign doesn’t feature a website URL, a toll-free telephone number or even an address to send a check. Instead the sign tells you to text the word ‘Give’ to a number using your cell phone and a $5 donation will be made.

To the Japanese or Europeans that scenario probably sounds not so much futuristic as so 2006.

But it’s new in the United States, made possible by lower fees from the cell phone carriers. If analysts are correct, cell phone fundraising may be a prominent future fundraising channel for charities with a clear mission, strong brand recognition and the ability to effectively get their message to their audience.

What’s the potential upside of this mobile phone fundraising in the United States?

“$100 mil…