Case Study of the First Donate & Learn Online Marketing Expo

Who would have thought that the simple idea of supporting a great local charity by providing marketing tips would gain the support of almost 1000 Canadians & raise more than $17,000 in donations in just 1 year!

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The first YWCA Donate & Learn Workshop was a success on all accounts! With 223 people in attendance, and close to $4,000 raised for the YWCA Toronto Adopt-a-Family Program, supporting the ‘adoption’ of 20 women-led families in the community.

The YWCA Donate & Learn Workshop was held Dec 4, 2012 at the YWCA Toronto, the hosting charity and beneficiary of 100% of event proceeds, and donations.

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With a Workshop focus on social media, speakers included leading social media and online marketing experts. Stephanie Aboutallah from Canadian Tire, Richard Marginson from Xplornet, and Bassem Ghali from Green Lotus spoke about strategic social media planning, management, and the search engine marketing benefits of a social media plan.

Commenting on the success of the Workshop, Shana Hillman, Manager of Events, Stewardship and Volunteers at the YWCA Toronto says:

“What Bassem managed to put together in such a short amount of time this fall was remarkable…. Not only is the event a great fundraiser, but it’s a great place for professionals to network and learn. It also connected the YWCA Toronto to a whole new sector (technology) that we’ve previously not reached out to.”

The Donate & Learn initiative stems from an idea by Bassem Ghali, the founder of Green Lotus. When asked what prompted the decision to create this initiative, Bassem says:

“I was looking into giving back to my community, and volunteering my time. But with all the needs that exist in our communities; I wanted to find a way to generate a larger effect…. I shared the idea of doing an educational workshop, with 100% of proceeds donated to a local charity, and got nothing but encouragement, support, helpful ideas, and plenty of volunteers. The Donate and Learn Workshop concept was born, and is the result of the collaborative work of a multitude of individuals.”

The Workshop is provided free of charge to participants, instead of paying a workshop fee, participants are asked to make a donation to the non-profit organization/charity hosting the event — in other words, donate and learn.

Stay tuned and follow Green Lotus for further information about the next YWCA Donate & Learn Workshop.

If you are interested in being a part of this initiative, as a speaker, event sponsor, or volunteer please contact the Green Lotus team, and get involved!

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Today I’m going to show you how to take your digital marketing to the next level.

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The first tip I have for you is to leverage videos. You’re watching this video, you’re engaging with me. Video is the new form of marketing. Very few people are doing it, but if you do, you’ll get super great results fast. I know that may sound ridiculous, but it’s true. SEO can take a year before you get results. A YouTube SEO, though, you can get results in less than a week. They like ranking videos right away. If your video does well in the first 24 hours, you’ll notice that you’ll start ranking for all these terms really fast. Now, I have a question for you. How many of you guys have leveraged video before? If you have, leave a comment with yes, if you haven’t, leave a comment with no. This is one of the best tactics that you can leverage if you wanna do well in the long run. With your videos, make sure you upload ’em to each and every single social network separately, because Facebook doesn’t want you to embed a YouTube video by doing that, and LinkedIn doesn’t want you to just link out to your YouTube video. They want you to upload it all over again. By doing that, you’ll get more results. Also in your videos, make sure you have call to actions telling people to go to your company or business or to buy your products and services. There’s nothing wrong with self-promotion. That’s how you’re gonna get the most out of your video marketing.

The second tip I have for you is to create a funnel. There’s a lot of tools like SamCart and ClickFunnels where they’ll allow you to add upsells and downsells. This is very important because digital marketing keeps getting more expensive year over year. In 2008, during that big real estate recession, or the recession that was moreso caused by the banks than the real estate industry, at least in the United States, Google made more money from ads even during a crazy recession when, a lot of times, house prices were going down 30%, 40%, 50%. That shows you how effective digital marketing is. Costs are gonna keep rising, but adding upsells and downsells by creating that funnel using tools like ClickFunnels or SamCart, you’re gonna get more revenue per visitor, and that’ll allow you to spend more money on digital marketing.

The third tip is to guest post. When you write for these bigger sites, what you’ll find is they already have your audience. They already have the viewership. By you releasing content there you’re gonna increase your brand value, and you’ll start getting visitors to your site as well as conversions and sales.

The fourth tip I have for you is to take a omnichannel approach, from SEO, to pay-per-click marketing, to email marketing, to growth hacking. By leveraging ’em all, you’re gonna get the best results versus just leveraging one of ’em.

And last but not least, optimize for conversions. You can use tools like Crazy Egg to see where people click on your site and where they don’t. You can also use tools like Crazy Egg to run AV tests. You can also use tools like Hello Bar to collect emails. That way, when people come to your website, collect the email, you can then shoot ’em an email, get them to come back, and that way, over time, they’ll convert into a customer. You can use tools like to generate push notification subscribers. It makes it easy through their browser. One click, they’ll be able to subscribe to your site. Again, you can get ’em to come back and eventually convert.
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