Kellstadt event presentation

Thinking 
Beyond The 
Donation Box

... not helping anyone
... making things worse
... a marketing term
... >ish wrapper
... a stall tactic
... a CYA maneuver
... a poor investment

Real Life 
Changes 
Everything

Technology and the Internet, and 
their role in our lives, has changed 
how we communicate, get and 
share information, the media we 
consume, and the reasons we 
engage with each other ‐ online 
and of9line. The effects of these 
changes are being felt by all of 
us, every day, all the time.

Information moves FASTER. People 
are more closely CONNECTED. We 
all have DIFFERENT OPTIONS 
and BETTER CHOICES.  Our 
EXPECTATIONS ARE HIGHER.  
The connections we make to the 
issues and events that shape our 
world are being TRANSFORMED 
‐‐ rapidly and constantly.

How organizations operate, 
organize, and communicate must be 
REIMAGINED.  The passion and 
interest of individuals must be RE
FOCUSED and REDIRECTED.  The 
ways that we measure success must 
be REASSESSED.  The ways we 
promote big ideas and create better 
solutions must be REENVISIONED.

More Cause.
Less Marketing.

Marketing as 
part of the 
mission

Serving the 
cause vs. 
Solving the 
cause

The future of 
cause 
marketing 
is about...

... cooperatition
... expiration dates
... doing less (not more)
... adaptive scale
... guided crowdsourcing
... counting down
... REAL impact

Consider 
yourself 
challenged

Brand is 
about 
experience

Marketing 
is like 
dating... 
Trust me
I’m a 
marketer

and 
marriage

Technology 
is just the 
facilitator

Social 
media 
changes 
everything
... and 
nothing

Timely, relevant, 
compelling 
information

Experiences people 
will remember 
(fondly) and talk 
about.

Stuff that people 
will use... and value.

There is no ‘right way’ to blog
More watching/
There is no ‘right  listening = 
way’ to blog more 
remembering

Games are for  Mobile phones 
more than  are always on, 
playing always active

There is no ‘right way’ to blog
Findability is 
Everything is social
more important 
than location

Listening and 
Stuff is 
hearing are 
important
different

Know Your 
Audience
Demographic        Psychographic 
Socialgraphic       Behavioral

Order of 
Operations
Goals        Strategies 
             Tactics     Resources

1) Creating audience Pro>iles 

2) Developing a content plan
Getting  3) Monitoring
started 4) Experimenting w/ outreach

5) Building systems

1) Positioning

2) Real Time
Think like an 
3) Value
operative
4) Transparency

Change is hard: You are Audiences need help
asking people to shift their and support: You need to
behavior. It cannot be teach people how to have
forced. an impact.

Organizations must be
patient and committed: Try. Fail. Learn: There are
You have to invest -- time, no right answers. Nobody
money, energy, and focus knows exactly how this
-- to be successful. stuff works.

Brian Reich
managing director, little m media

email me:            brian@littlemmedia.com
call me:                617.417.9436

follow me:           twitter.com/brianreich
friend me:            facebook.com/brianreich
link to me:            linkedin.com/in/brianreich
read me:               Media Rules!
 Shift & Reset (Spring 2011)
      ThinkingAboutMedia.com
      Fast Company Expert!
download me:      slideshare.net/brianreich

Kellstadt event presentation

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Kellstadt event presentation