Entrepreneurs Foundation: Maximizing Your Community Benefit Program Through Marketing

Meg GarlinghouseYahoo! for Good

September 12, 2007

Yahoo! for Good

Strategy: Leverage our biggest assets to make a difference in the world:

• 500mm community of users• Products/Services• Employees

Focus: Environment

Background: 9/11 Resources

Unintended Benefits: Customer engagement (brand) Product engagement (loyalty) Employee engagement (recruitment/retention) Executive endorsement Sustainable programs

Yahoo! for Good: Focusing on best assets – Why?

Our core competency: Creating communities Online marketing Designing compelling sites Keeping users engaged

Not our core competency: Running a nonprofit Writing checks

What this means: Philanthropy is integrated into everything we do – not a

separate initiative Yahoo! for Good reports into Global Brand Marketing Thinking differently about success metrics

Examples of our community making a difference

Yahoo! and Green: a 360 approach

Global

Operations

Employees

Brand

Product

Yahoo! Answers: Knowledge and Social Impact

“What are some simple steps or creative ideas that people can

take at home and work to combat global warming?”

“What can we do to help teen girls build self-esteem,

overcome insecurities and form supportive relationships?”

“If you were given $1,000 to change the life of a perfect stranger, what would you

do?”

“What are the key ingredients to a great

game show host?”

“What do you believe the monster in 'Lost'

really is?”

“What can we do to make poverty history?”

Examples of Questions asked on Yahoo! Answers

“What do you think we should do to improve

health care in America?”

“How do we get more people engaged in the democratic process?”

“How can the human race survive the next

hundred years?”

“What do you think it will take to reverse the effects of global climate change?”

“What would you do to stop wasteful government

spending in Washington?”

“What was the most under-reported story of 2006 and what

makes it so important?”

“What has locked you into making the same relationship mistakes again and again?”

“What are you doing to empower women in your community?"

Voter Registration campaign – over 1mm

Yahoo! and Disaster Relief

9/11: $30mm

Tsunami: $16mm

Hurricane Katrina: $60mm

Y! for Good Scrum program, Hackers with Heart

High touch philanthropy trend

Lessons Learned

Limited resources can sometimes be an asset; it forces use to be strategic, creative and resourcefulFocusBe AuthenticFocusGet buy-in from throughout the companyFocusThink differentWho you report into matters