Cause  marketing  isn’t  getting  the  job  done.    For  all  the  money  and  attention  that  is  raised,  not  enough  is  being  done  to  address  the  major  challenges  facing  society  today.  Too  many  organizations  are  serving  causes,  not  solving  them.It’s  time  to  shift  our  thinking  and  approach.  We  are  bringing  together  a  diverse  group  of  leaders  to  create  a  new  framework  for  how  marketers,  companies,  non-­‐pro@it  groups,  and  government  can  better  engage  and  encourage  the  public  to  solve  social  issues.

Why  are  we  here?

3

We  need  to  get  people  talking  and  thinking  and  generating  new  ideas.    We  must  look  at  how  companies,  nonpro@its,  governments,  media,  individuals,  etc.  can  work  together  in  completely  new  and  different  ways  to  engage  communities  (and  vice  versa)  in  addressing  serious  issues  in  meaningful,  measurable  ways.  

Its  time  to  go  big,  or  go  home.    Let’s  spend  our  time  and  energy  focusing  on  the  @irst  word  (beyond),  not  the  second  two  (cause  marketing).    

How  do  we  get  there?

1)  What  is  your  Big  Idea  for  how  companies,  nonproCits,  and  government  can  engage  individuals  in  solving  social  issues?Reminder:  your  answer  can't  talk  about  long-­term  commitments,  real  dollars  and  human  capital,  or  values  alignment,  because  all  of  that  is  already  assumed.

2)  For  now  on,  successful  cause  initiatives  need  to  _______________________  [e.g.  focus  on  X,  involve  Y,  judged  by  Z].

Big  Idea

5

Measure  progress  with  reverse  metrics  (count  down,  not  up)

Your  cause  needs  an  expiration  date(success  means  putting  yourself  out  of  business)

Master  the  art  of  adaptive  scale(adaptation  must  replace  emulation)

Three  Draft  Principles

David  Boyer  is  founder  of  WaystoHelp.org,  the  nonpro@it  group  created  to  encourage  children  to  @ind  their  cause  and  get  involved.As  a  former  McKinsey  consultant,  merger  &  acquisition  specialist,  and  head  of  Ebay  Motor  group,  David  understands  the  need  to  balance  private  and  public  gain.

Read  more  http://www.waystohelp.org

Edward  Boches  is  Chief  Creative  OfCicer  and  Chief  Social  Media  OfCicer  of  Mullen,  a  full  service  advertising  agency  and  a  brand  de@ined  by  a  strong  and  enduring  culture  of  collective  entrepreneurialism.

Edward  is  also  a  copywriter,  dad,  husband,  road  cyclist  and  a  board  member  at  Boulder  Digital  Works  and  also  at  Spring  Partners.  He’s  young  enough  to  have  kids  in  grade  school  and  old  enough  to  have  fallen  in  love  with  all  things  media  from  admiring  the  print  ads  in  Life  magazine  back  in  the  1960s.    Somewhere  in  between  then  and  now  he’s  been  a  newspaper  reporter,  speech  writer,  account  executive,  public  relations  counsel,  copywriter  and  creative  director.    More  recently  he  has  incubated  thenextgreatgeneration.com.  

Read  more:  http://www.edwardboches.com

Ross  Kimbarovsky  is  the  co-­founder  of  Crowdspring,  a  little  company  with  big  dreams  that  was  started  to  help  people  from  around  the  world  access  creative  talent,  and  to  help  creatives  from  across  the  globe  @ind  new  customers.

After  emigrating  to  the  United  States  from  Kiev,  Ukraine  in  1979,  Ross  dreamed  about  starting  a  technology  business.  For  13  years  prior  to  crowdSPRING,  as  a  successful  trial  attorney,  Ross  counseled  and  represented  clients  (from  small  internet  startups  to  Fortune  100  companies)  in  complex  disputes  involving  intellectual  property  in  United  States  state  and  federal  courts  and  before  the  World  Intellectual  Property  Organization.  In  2006,  Ross  was  named  an  Illinois  SuperLawyer®  and  one  of  “40  Illinois  Attorneys  Under  Forty  to  Watch”  for  intellectual  property  and  complex  commercial  litigation.  Passionate  about  technology  and  realizing  that  his  former  law  @irm  would  never  allow  shorts  and  sandals  at  work  (he  tried),  Ross  decided  to  pursue  his  dream  (and  to  change  his  wardrobe).  

Read  more  at:  http://www.crowdspring.com

Courtney  King  is  the  communications  manager  at  the  Committee  Encouraging  Corporate  Philanthropy,  the  only  international  forum  of  business  CEOs  and  chairpersons  focused  exclusively  on  corporate  philanthropy.

Courtney  develops  and  executes  the  Committee's  strategy  for  news  media  coverage,  member  communications,  and  online  activities  and  runs  CECP’s  executive  events,  including  the  Board  of  Boards  CEO  Conferences  and  the  annual  presentation  of  the  Excellence  Awards  in  Corporate  Philanthropy.  Courtney  spearheads  the  media  platform  of  International  Corporate  Philanthropy  Day  and  works  closely  with  the  CECP  community  to  promote  this  outreach  initiative.  She  is  the  editor  of  The  Corporate  Philanthropist,  and  is  instrumental  in  increasing  the  visibility  of  corporate  philanthropy  in  print,  online,  and  broadcast  media.  Prior  to  CECP,  Courtney  served  as  a  senior  press  of@icer  at  Sotheby’s  Auction  House,  worked  as  a  researcher  at  ABC  News  in  Washington,  D.C.  for  the  current  affairs  programs  “Nightline”  and  “This  Week  with  George  Stephanopoulos.”  

Read  more  at:  http://www.corporatephilanthropy.org  

Dr.  Erika  Wagner  is  the  Executive  Director  of  the  X  PRIZE  LAB  @MIT,  a  partnership  between  the  X  PRIZE  Foundation  and  the  Massachusetts  Institute  of  Technology  designed  to  engage  leading  thinkers  in  helping  recognize  areas  that  are  ripe  for  breakthrough  innovation.Dr.  Wagner  has  been  at  the  core  of  the  X  PRIZE  Lab  @  MIT  initiatives,  overseeing  the  @irst  offering  of  the  X  PRIZE  Grand  Challenges  course,  supporting  networking  efforts  for  the  X  PRIZE  Foundation  across  the  university  and  throughout  the  greater  Boston  area,  and  spearheading  strategic  planning  efforts  for  the  Lab.  Previously,  Dr.  Wagner  served  as  Science  Director  and  Executive  Director  of  the  Mars  Gravity  Biosatellite  Program,  a  multi-­‐university  spacecraft  development  initiative  to  investigate  the  physiological  effects  of  reduced  gravity.  Her  interdisciplinary  academic  background  includes  a  bachelor’s  in  Biomedical  Engineering  from  Vanderbilt  University,  a  master’s  in  Aeronautics  &  Astronautics  from  MIT,  and  a  PhD  in  Bioastronautics  from  the  Harvard/MIT  Division  of  Health  Sciences  and  Technology.

Read  more  at:  http://www.xprize.org/education-­‐initiatives/x-­‐prize-­‐lab-­‐mit

Dan  Munz  is  a  Public  Dialogue  Specialist  at  the  Center  for  New  Media  and  Citizen  Engagement,  part  of  the  U.S.  General  Services  Administration.Dan  provides  federal  agencies  with  assistance  in  conceiving  and  executing  Web-­‐based  citizen  engagement  initiatives.  Prior  to  working  at  GSA,  Dan  was  a  Senior  Research  Associate  at  the  National  Academy  of  Public  Administration,  where  he  helped  found  the  Collaboration  Project,  an  interagency  consortium  dedicated  to  exploring  the  impact  of  "government  2.0"  on  federal  management  and  public  governance.  Dan's  background  is  in  electoral  politics,  having  worked  for  the  Citizens  Union  Foundation  as  well  as  local,  citywide,  and  national  political  campaigns.  He  also  once  spent  a  summer  working  at  a  children's  book  warehouse,  which  didn't  teach  him  much  about  social  media,  but  was  pretty  fun.  

Read  more  at:  http://www.gsa.gov/portal/content/140445  

12

Team  Session  #1:

What  do  we  need  to  stop  doing?

Old  and

 Broken

13

New  and  More

vs.

14

Team  Session  #2:

What  do  we  need  to  do  more  of?

15

Measure  progress  with  reverse  metrics  (count  down,  not  up)

Your  cause  needs  an  expiration  date(success  means  putting  yourself  out  of  business)

Master  the  art  of  adaptive  scale(adaptation  must  replace  emulation)

Three  Draft  Principles

16

Team  IdeasDeliberately  invest  in  innovation  for  sustainability.  (be  Bono)

Build  ecosystems.  Partner  across  causes.

Design  to  enable  collaboration  across  many  areas.  

Lead  to  a  positive  and  meaningful  behavioral  change  to  all  stakeholders  within  the  cause.

Involve  the  end  user  to  DeCine  vision  of  what  success  is  and  be  prepared  to  evolve.

Involve  the  end  user  to  impact  change  and  deCine  the  success  of  the  effort.

17