Ashoka Partners with Fulcrum to Raise Funds and Promote Publication of New Book About Innovation and Social Change

NEW YORK, May 7, 2012 /PRNewswire/ -- How does a leading citizen sector organization (CSO) promote the publication of its first book, "Rippling," and use that milestone to raise further awareness of its mission and solicit donations at the same time?

That was the marketing challenge posed by Ashoka (www.ashoka.org) to Fulcrum (www.fulcrum-mktg.com), an innovative marketing services, data analytics and technology company.

"Rippling" is a non-fiction book about Ashoka's long experience supporting social entrepreneurs who find new solutions to social problems and implement them on a large scale. It includes five proven principles that any leader can implement to bring about change. The book was written by Beverly Schwartz, Ashoka's vice president of global marketing.

As the April 2012 publication date drew close, Ashoka turned to Fulcrum for support.

Together, the firms developed a personalized email marketing campaign tailored to reach a broad range of Ashoka's followers. The campaign targeted Ashoka's Fellows (almost 3,000 social entrepreneurs who work in some 60 countries around the world) as well as donors, friends and attendees at past Ashoka functions, newsletter recipients and others interested in Ashoka's work. They also developed a word of mouth marketing campaign featuring a social element that allowed recipients to share the launch of the book via Facebook and Twitter.

"The principles conveyed in 'Rippling,' which are based on our experience with social entrepreneurship, can be applied to how companies and organizations operate," said Ms. Schwartz. "Fulcrum's support, not only from a marketing perspective, but its genuine interest in the topic of social entrepreneurship and social change, has been invaluable. We were thrilled with the exposure Rippling received, as well as the generous amount of donations the campaign generated."

About Fulcrum

Leading businesses turn to Fulcrum to increase and accelerate the profitability of their marketing and advertising investments. Fulcrum offers advanced marketing solutions, from building and managing rich, multi-channel databases, to predictive and segmentation modeling, advanced analytical tools, and design and execution of cross-channel, customer-centric marketing programs.

Fulcrum is headquartered in New York City with its major operational center in Fairfield, Conn. Visit www.fulcrum-mktg.com for more information.

About Ashoka

Founded in 1980, Ashoka is the world's working community of nearly 3000 leading social entrepreneurs. It champions the most important new social change ideas and supports the entrepreneurs behind them by helping them get started, grow, succeed, and collaborate. As Ashoka expands its capability to integrate and connect entrepreneurs around the world, it builds an entrepreneurial infrastructure that is supporting the fast-growing needs of the citizen sector.  Ashoka's vision is to create change today, for an Everyone A Changemaker™ society to become the reality of tomorrow.  For more information, visit www.ashoka.org.

CONTACTS:
Savannah Tikotsky / Henry Feintuch
Feintuch Communications
212.808.4903 / 212.808.4901
[email protected]

SOURCE Fulcrum