How non profits can use cause marketing

Joe Waters is the Director of Cause Marketing for Boston Medical Center. Each year his team creates Halloweentown,  family-friendly event that will raise over $800,000 for BMC. Their success is the result of cause marketing, where non-profits and corporations work together to create value (money, exposure, new donors / customers) for each other.

In this video interview, I ask Joe:

  • What is cause marketing?
  • How does Boston Medical Center use cause marketing?
  • How does cause marketing create cross-promotion for corporations?
  • How will you measure Social Media ROI?
  • How can a non-profit get started with cause marketing?

Also see: Countdown to Halloween Town: Pinups to the People

Questions? Comment below or reply to @joewaters

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  1. What in my mind seems to be a brilliant idea for the use of social media in cause markting is People donate the money they saved on skipping a meal, drink, etc. and can share it with others. Even Chris Brogan has signed up for it.
    It is just so easy and its fun to see how people find simple ways to donate small amounts for charity.

  2. Wow, Joe knows his stuff and he's apparently a good neighbor too! That Boston twang almost sounds English. Ha.Ha.

    Seriously, though, there is some powerful ROI in this video. I hope more people learn about Joe, Cause Marketing and his strategy.

    Good stuff Joe & John!

  3. Great interview with @JoeWaters aka “The Pin-up King” and the importance of cause marketing. After last weekend's BlogWorld & New Media Conference, any nonprofits not on social media to get their messaging out is losing big time.

    Cause marketing and social media is the perfect marriage to raise awareness for nonprofits. For example, Pin-ups are great tools for nonprofits to use to raise money because it saves consumers money while helping a great cause. However, some consumers don't have the time to inform themselves on the cause and the nonprofit — they just see the dollars they'll be saving. That's where social media comes in to inform and create a dialog between the nonprofits' cause and the consumers.

    It is also important for the nonprofits that the businesses partners with to train their employees about “asks” or “inform” consumers about the pin-up programs. This happens to me when I go to a store and I see the pin-up but I don't buy it (because I donate to several other causes). However, whenever the employee “informs” me about the program I ALWAYS give in because of two reasons: the store employees are on the same message with the cause campaign (doing their job effectively), and it's harder to say no when someone “asks.”

    Great to see Joe at his best. My favorite part is when he says “i potty (iParty)”

    Thanks JJ (John and Joe)

    Noland Hoshino

  4. Thanks to everyone for their comments! Put on my best New England accent for the occasion!

    The employee/cause mix is a very powerful one, Nolan. You're very correct. You're also correct that social media is a perfect platform to promote cause marketing programs. You and I have had some nice convos on Foursquare, which I think will turn into a valuable cause marketing enhancer. I plan to incorporate it into all my cause programs moving forward.