Q&A with Dale Knoop, founder and CEO of RAZ Mobile, on Cause Marketing & Giving Tuesday
The holiday season is approaching and many businesses are pairing up with nonprofit organizations to help fundraise and sustain their efforts for cause marketing and Giving Tuesday, a global day dedicated to giving back. On Tuesday, December 1, 2015, charities, families, businesses, community centers and students will come together to celebrate generosity and give back. Dale Knoop, founder and CEO of RAZ Mobile, knows the ins-and-outs of cause marketing and fundraising. RAZ Mobile helps nonprofits of all sizes engage and fundraise via supporters’ phones, 100 percent of donations, no contract and frictionless giving in seconds on any screen. Knoop answers a Q&A about the importance of cause marketing, social media and Giving Tuesday this holiday season!
What do businesses need to know about cause marketing for Giving Tuesday?
DK: Businesses need to know how easy it is for them to get involved. My advice would be to pick one or more causes that your business wants to champion and work with them to get Giving Tuesday content and links to mobile-optimized giving pages. Business involvement on Giving Tuesday is a win for everyone.
What are some best practices using social media for online fundraising?
DK: The best practice by far is using a giving experience that’s optimized for mobile phones. Social media is a mobile-centric media and using PC pages has been found in third party research to cause donor frustration and that means lost donors and lost donations.
What do you think is the best example of cause marketing?
DK: We just had a customer, Great Plains SPCA, raise around $30,000 in 4 weeks via a crowdfunding campaign they created in their RAZ Mobile account. Employees were empowered to “make the ask” with their own fundraising page. Empowering individuals and businesses to make the ask for you is a great way to raise awareness about your cause in front of a new audience. And when you do this with a frictionless way to give, you get the results they were able to achieve, i.e., new donors and donations.