Campaign: Connect For Good
Company: AT&T
Nonprofit Partner: National Organizations for Youth Safety and The Nature Conservancy
Launch Date: December 15, 2011
[/box]Campaign Description:
Causes.com and AT&T have unveiled a new cause marketing platform called Connect For Good to encourage online activism. Members of the Causes.com community can use the platform to trigger contributions by AT&T to nonprofit organizations including the National Organizations for Youth Safety and The Nature Conservancy by taking actions such as pledging not to text and drive ($2 donation). These organizations collectively will receive up to $200,000.
Our Take:
This is a new configuration for the Facebook-based Causes application that will enable users to join cause-focused brand communities in addition to individual cause communities. This longer-term campaign focus (2 months) will be backed up by in-depth measurement to gauge the campaign's effectiveness, according to our sources at Causes. We're eager to hear the results of those measurement efforts to determine whether this platform can effectively capture user interest then translate that interest into longer-term engagement.
*************************************************************************************************************************
Welcome to Cause Update!
Get new posts via RSS Feed or have them delivered to your inbox.
More? Also make sure to sign up for our free monthly newsletter.
Connect with us on Twitter and join our LinkedIn Group.
Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
