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ResorTime, the rental arm of timeshare management company Grand Pacific Resorts, led a session on viral empowerment strategies for businesses and non-profits at the San Diego American Marketing Association Cause Conference on May 8, 2015. Lisa Wanzenried, Vice President of Business and Market Strategy, shared best practices for starting a corporate giving program, which are now available for download. The event was held at National University, the second-largest private, non-profit institute of higher learning in California.
Wanzenried’s presentation drew from her experience at ResorTime and included brief talks from two non-profit founders, Cathy Backus of Send Me On Vacation and Susan Webster of Pacific Cancer Fitness, both of whom have partnered with ResorTime in the past year. All three women emphasized the need for businesses and non-profits to build relationships and leverage social storytelling for their mutual benefit.
“Our greatest single-day spike in website traffic last year came from Facebook,” Wanzenried explained. “NFL legend Earl Campbell shared our giving page with followers and encouraged them to vote for the National Multiple Sclerosis Foundation to receive a donation from ResorTime. Susan at Pacific Cancer Fitness, although not a famous football player, drove more than 15 times that amount of traffic in four weeks earlier this year, also using Facebook.”
Both the National Multiple Sclerosis Foundation and Pacific Cancer Fitness received ResorTime’s $2,500 beCause Destination Matters donation, awarded to the non-profit receiving the most votes on the ResorTime website by quarter. Each quarter features three new causes, and ResorTime invites non-profits and their supporters to submit inspirational stories to future contests.
Wanzenried’s presentation caught the attention of National University marketing professor Mary Beth McCabe, DBA, who praised ResorTime for rethinking the way businesses and non-profits can work together. “Cause marketing builds brand awareness and loyalty, and it’s becoming increasingly important in our highly connected world. Consumers prefer to affiliate themselves with socially responsible brands, and in many cases they are willing to pay more to do it.”
ResorTime offers nightly rentals at more than 1,000 resorts in the United States, Mexico, Caribbean, and Canada, making it one of the largest condominium rental services. Through their unique relationships, ResorTime offers exclusive access to some of the most in-demand timeshare and vacation rental resorts throughout Southern California and Hawaii. ResorTime leads the online booking space with its personalization features, as well as the concierge level of service it delivers to both the public and timeshare owners. For more information, visit www.resortime.com.