AdWORKS is Coming

Come to learn how to be a part of the biggest Marketing & Advertising opportunity in Northwest Ohio at the AdWORKS Kick-Off event Thurs., June 25.

This social hour is free to attend by all. Ad Club of Toledo President, Sara Shiels and I, along with other Ad Club members, will be unveiling all the juicy details of the upcoming AdWORKS event on October 9. You will learn how to be a part of the show by exhibiting, serving on a breakout discussion panel, sponsoring a portion of the event and much, much more.

Those attending the AdWORKS Kick-Off have first crack at exhibitor location, sponsorships, and additional options. You will want to attend this to be in “the know” for the upcoming event!

The Toledo Club - “Red Room”
235 14th Street
Toledo, OH  43604

Thursday, June 25
5:30-7:30 p.m.
AdWORKS Preview Presentation at 6:00 p.m.

Free to attend. Cash bar.

Please RSVP to Patty Schoepf by calling 419.866.4199 or e-mail director@adclubtoledo.org.

Weaving a web(2.0) to non-profit fundraising success

I’m on the board of the Northwest Ohio Regional Office of the American Cancer Society and have been on marketing sub-committees for several events. One of the events I’ve helped with is Making Strides Against Breast Cancer an annual, non-competitive walk to raise awareness and funds in the fight against breast cancer.

Even though research proves that America’s largest charities are turning to the Internet and Web 2.0 strategies to increase awareness of their missions and to help connect with their constituencies, on a local level I’ve observed a less aggressive approach in utilizing social media tools such as blogs, podcasts, social networking, video blogging and widgets.

What I’ve seen is a reliance on a promotional model of partnering with local traditional media outlets (radio and/or print pubs) who offer to provide a few free or inexpensive ads to help push the word out. Now, don’t get me wrong, it’s very generous on the part of local media and I know the ACS truly appreciates the partnership. I just think that, when used in conjunction with traditional media, social media can be very effective in building engagement, fostering a sense of community and conversation, and building excitement for these event.

Social media is an important part of the marketing strategy for large US non-profit charities. They are outpacing businesses in their familiarity, use, and monitoring activity.  These top organizations have found a new and exciting way to win the hearts (and maybe the time and dollars) of potential volunteers and donors.

My goal is to start to bring social media tools into the promotional mix for the next NW Ohio Making Strides walk. The walk takes place Saturday, May 9, 2009 at the Town Center at Levis Commons.

I’ll keep you posted on my progress.

Follow these five steps to create successful cause marketing campaigns

Entrepreneur.com

In this new era of social responsibility, what you don’t do can cost you. “Cause marketing” is now the norm, and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.

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There’s a strong connection between entrepreneurship and giving. The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these five important steps:

Step 1. Give from the heart

Step 2. Choose a related cause

Step 3. Contribute more than dollars

Step 4. Formalize your affiliation

Step 5. Mount a marketing campaign