Real World Cause Marketing: Massage Envy Social Media Challenge - dummies

Real World Cause Marketing: Massage Envy Social Media Challenge

By Joe Waters, Joanna MacDonald

Digital cause marketing programs that use Facebook Likes and Twitter hashtags are wonderful ways to raise money for good causes. These programs are even more powerful when the local businesses and causes are executing them with the same commitment and skill as large organizations with national campaigns.

The Massage Envy Social Media Challenge was the brainchild of Charles Goodwin, a regional developer of the Massage Envy franchise. He and his wife are longtime supporters of Second Harvest Food Bank, which serves the San Mateo and Santa Clara counties in California. Confident in the power and speed of social networks to get the word out about local hunger, he offered $15,000 for the challenge, which would provide 30,000 meals for hungry neighbors.

To receive the full $15,000, supporters of the food bank had to earn it in the following ways:

  • Like the food bank’s Facebook page ($5)

  • Comment on the page or Like any posting ($2)

  • Follow the food bank on Twitter ($5)

  • RT (that’s retweet for those of you still stuck in 2008) or mention the Twitter handle @2ndharvest ($2)

  • Post a photo showing your support of the cause on the food bank’s Facebook Page, on Twitter with the handle, or to a Flickr group (bonus $5 each!)

The local chain of Massage Envy and the food bank promoted the challenge heavily throughout December 2010. In January, the food bank celebrated the New Year with a new check for $15,000!