Case Example. Read following case and consider how Salvation Army Boise has been successful with the use of MobileCause approach for the maximization of the amount of donations toward the organization. For this success, it can be argued that this organization manages relationships with target customers well by (co-)creating the value(-in-use) via different types of exchange activities over the stages of customer life cycle (CLC). Thus, it is essential for any organization to consider what kinds of exchange activities need to be created in order to manage relationships with target customers over their CLC.

Success Story: Salvation Army Boise MobileCause

(at https://www.mobilecause.com/casestudies)

Salvation Army Boise (SAB) has continuously served the impoverished, homeless, and jobless by providing crisis aid to help struggling individuals and families for the past 126 years. Last year, more than 73,000 families and individuals were assisted with SAB services.

To start the giving season, SAB held a Red Kettle Kickoff fundraising luncheon to jumpstart donations. Board members served as table captains and worked to fill the room with long-term friends and potential donors. Captains competed to collect donations leading up to the event.

Pre-event donations were displayed on the thermometer and after compelling storytelling, the speaker asked attendees to make mobile pledges. SAB inputed all offline gifts collected at the event (checks, cash and pledge cards that were placed in red kettles on tables) to be recognized on-screen. The fundraising thermometer catalyzed the room and donations were made until the goal was reached.

Campaign Results

200+ attendees

163 pledges

$59,000+ raised (99% of pledges were fulfilled in 24 hours)

Oh my gosh! That was the most exciting event Ive ever been to. Do people always raise that much money in one hour? Usually we just give them our check and we never know what happens. - Event attendee

Angela MacIntosh, SA Digital Strategy Specialist

Salvation Army National is working to clone this campaign for every division and territory across the US.

Your Mission. Given this background, students mission for today is to figure out what kinds of exchange activities need to be designed and implemented to create the customer value over the stages of customer life cycle (CLC) as the marketing manager of your chosen product, service, or retail store. Remember that given four types of consumer groups over the CLC such as PBs, FTBs, MRCs, and MLCs as shown below, students should suggest their guidelines of what kinds of give-and-take marketing exchange activities need to be designed in order to change the status of each group into the next level. For this task, students need to choose one product, service, or retail store. Then, specifically consider the following steps.

For the transition of the PBs into the FTBs, identify major marketing goals, along with the suggested values and suggest the detailed guidelines for creating give-and-take exchange activities with them to achieve the identified goals. (Tips: Specifically, identify one marketing goal at this stage and the types of values to be delivered and then, design any give-and-take exchange activities with target customers of PBs for implementation.)

For the transition of the FTBs into the MRCs, identify major marketing goals, along with the suggested values and suggest the detailed guidelines for creating give-and-take exchange activities with them to achieve the identified goals. (Tips: Specifically, identify one marketing goal at this stage and the types of values to be delivered and then, and design any give-and-take exchange activities with target customers of FTBs for implementation.)

For the transition of the MRCs into the MLCs, identify major marketing goals, along with the suggested values and suggest the detailed guidelines for creating give-and-take exchange activities with them to achieve the identified goals. (Tips: Specifically, identify one marketing goal at this stage and the types of values to be delivered and then, and design any give-and-take exchange activities with target customers of MRCs for implementation.)

Case Example. Read following case and consider how Salvation Army Bose has been succeed with the use of Mobile Cause approach for the maximation of the amount of donations toward the organization. For this success, it can be rewed that this organisation manages relationships with target customers well by co-creating the value in via different types of exchange activities over the stages of customer life cycle (CLC). Thus, it is essential for any into consider what kinds of exchange activities need to be created in order to manage relationships with target customers over their ac Success Story Salvation Army - Mobile Case higgadtan mehu 13. und wide pen . OwThe water Angela Media Your Mission. Given this background, students' mission for today is to figure out what kinds of exchange activities need to be designed and implemented to create the customer value over the stages of customer life cycle as the marketing manager of your chosen production, retail store. Remember that given four types of consumer groups over the CC such as FTSL MRC, and MLCs as shown below, students should suggest their guidelines of what kinds of ve and tale marketing exchange activities need to be designed in order to change the status of each group into the next level. For this task students need to choose one product service or real store. Ther, specifically consider the following steps Weekend Customer My Loyal Potential Buyers First-Time Repeat Buyers Value Acquisition Process Retention. Growing and Anton Process . For the transition of the Pes into the FTs, identify major marketing gak, along with the suspeted values and get the detailed delines for creating are and the change activities with them to achieve the identified goals * the stage and the topes of , . For the transition of the FTs into the MRC, identify major marketing pool, song with the suggested values and get the detailed guidelines for creating and take exchange activities with them to achieve the identified goals sche attinet the stage and the type of stored and then and change withoutmen Theorie . For the transition of the MRC into the MLC, identity major marketing maong with the supreted values and suggest the detailed guidelines for creating pand take exchange activities with them to achieve the identified goals. Sed marketing soul at the stage and the types of walana to be , changes with customersforingestion Weakening Customers My Loyal Customers First-Time Buyers My Repeat Customers Potential Buyers Customer Profitability (or Value) Traditional CLV Curve Acquisition Process Retention, Growing, and Attrition Time Process Case Example. Read following case and consider how Salvation Army Bose has been succeed with the use of Mobile Cause approach for the maximation of the amount of donations toward the organization. For this success, it can be rewed that this organisation manages relationships with target customers well by co-creating the value in via different types of exchange activities over the stages of customer life cycle (CLC). Thus, it is essential for any into consider what kinds of exchange activities need to be created in order to manage relationships with target customers over their ac Success Story Salvation Army - Mobile Case higgadtan mehu 13. und wide pen . OwThe water Angela Media Your Mission. Given this background, students' mission for today is to figure out what kinds of exchange activities need to be designed and implemented to create the customer value over the stages of customer life cycle as the marketing manager of your chosen production, retail store. Remember that given four types of consumer groups over the CC such as FTSL MRC, and MLCs as shown below, students should suggest their guidelines of what kinds of ve and tale marketing exchange activities need to be designed in order to change the status of each group into the next level. For this task students need to choose one product service or real store. Ther, specifically consider the following steps Weekend Customer My Loyal Potential Buyers First-Time Repeat Buyers Value Acquisition Process Retention. Growing and Anton Process . For the transition of the Pes into the FTs, identify major marketing gak, along with the suspeted values and get the detailed delines for creating are and the change activities with them to achieve the identified goals * the stage and the topes of , . For the transition of the FTs into the MRC, identify major marketing pool, song with the suggested values and get the detailed guidelines for creating and take exchange activities with them to achieve the identified goals sche attinet the stage and the type of stored and then and change withoutmen Theorie . For the transition of the MRC into the MLC, identity major marketing maong with the supreted values and suggest the detailed guidelines for creating pand take exchange activities with them to achieve the identified goals. Sed marketing soul at the stage and the types of walana to be , changes with customersforingestion Weakening Customers My Loyal Customers First-Time Buyers My Repeat Customers Potential Buyers Customer Profitability (or Value) Traditional CLV Curve Acquisition Process Retention, Growing, and Attrition Time Process