Cause Marketing: Harnessing the Power of Social Good


Old-school cause marketing = boosting sales while supporting worthy causes. Well, innovative nonprofits are evolving from transactional fundraising to transformational social change. And cause marketing is evolving, too.

In this session, we’ll explore:

- Real examples of small- and medium-sized businesses implementing cause marketing in Austin
- Innovative social media uses for cause marketing
- Navigating through the criticisms and pitfalls of “consumption philanthropy”
- How cause marketing fits into your strategy

Online Marketing Director
Lisa leads a team that uses digital media to help the Food Bank lead the community in ending hunger. Since Lisa joined the Food Bank in September 2006, she manages the Food Bank's online properties, social media and mobile marketing efforts. As featured speaker, Lisa shares the impact of social media on nonprofits. In 2009, Lisa was one of twenty-five recipients of the Austin American-Statesman Texas Social Media Awards. Her passion for online engagement started as an undergraduate at Marist College where she received a Bachelor of Arts in Mathematics. Since 1996, Lisa has been providing online marketing expertise to internet companies including Comet Systems, and was a founding member of In 2003, she received her Master of Business Administration from St. Edward’s University and Registered Yoga Teacher certification, focusing on Ashtanga Yoga. Prior to joining CAFB as an employee, Lisa volunteered as an AmeriCorps VISTA there. Lisa supports local sustainable food initiatives as a Sustainable Food Center board member, and by growing fresh fruits and vegetables at home with her husband, Dr. Fred L. McGhee, and sons, Alexander and Thelonious.