WOMMA members understand the value of word of mouth marketing, and our member companies understand that when you couple a great marketing technique with a great cause, you get people talking.
Party for a Cause
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“It’s not about selling products; it’s about selling ideas,” says David Salie, describing how WOMMA member company Party2Win takes parties to the next level, using them to raise awareness about a multitude of cause-driven organizations, including the Humane Society, the Global Fund for Women, and MomsRising, just to name a few.
Salie noted that during a recent campaign for the Humane Society, which was aimed at stopping the slaughter of domestic horses for export, party hosts prompted their attendees not only to donate to the cause, but to call their state senators on the following Monday. The result: So many advocates dialed their senators that it made the news, and the provision to make horse slaughter illegal passed with a dramatic margin.
Nonprofits looking to ignite the passions of their most enthusiastic fans can tap Party2Win to create a web-based system for fans to volunteer to host parties to raise awareness and even funds for their cause. The idea is to create major, nationwide events comprised of dozens or even hundreds of 10- to 20-person house parties happening simultaneously. Also, there is always some element — generally either a webcast or a conference call — which is used to tie all of the individual parties together into one, greater event.
Because fans of the nonprofits are presumably invested in seeing the cause’s initiatives succeed, and because they’re reaching out to their personal social networks to invite party attendees, the parties have the propensity to generate incredible interest and word of mouth.
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To see more examples of cause marketing using WOM, visit the “Create a Cause” section of WOMMA’s Case Study Library.
We’d love to feature your work in an upcoming issue of WOMMA Action Items. If your company is a WOMMA member and is using WOM to spread the word about a cause, we want to hear about it. Email editor@womma.org with “CAUSE WOM” in the subject line and let us tell your story.
