“It could’ve been you. It could’ve been me,” says Ernie Hudson, the well-respected and socially conscious actor from the Ghostbuster films, Miss Congeniality and other high-profile Hollywood projects. His towering frame has just morphed from the image of a homeless child on the streets of Los Angeles in a heartfelt fundraising video for the Union Rescue Mission and Rescue Mission Alliance sent via V-Button™ e-mail.

Warren Currie President/CEO Union Rescue Mission, Ernie Hudson, Tom Bagwell CEO Cause-America Branding, LLC

Hudson says, “I live in a neighborhood where most people don't see a reminder about the people who are homeless. When my publicist mentioned the Union Rescue Mission could use my help, I didn't even think twice about getting involved.”

Hudson’s arrival on home computer screens is technologically equivalent to having a beloved public figure make a personal appearance in support of a worthwhile cause. The effect is dramatic and effective. The quality of production is impressive and conjures up memories of the classic Jimmy Stewart film, “It’s a Wonderful Life.” The message is similar and life-changing. Yes, you can make a difference in the lives of others. The world would be a very different place without you and your contributions to others.

The video e-mail arrives courtesy of the magical V-Button™. Telennium Ventures, Inc. created the V-Button™ and is working in partnership with Cause-America Branding, LLC to make the technology available to charitable organizations for cause-marketing campaigns.

The V-Button™ is a relatively new arrival on the Internet scene. Its commercial and political applications have proven wildly successful in the past year. The potential for philanthropic fundraising with the V-Button™ may revolutionize the nonprofit sector’s approach to soliciting donations.

Nothing delivers a stronger message or drives emotions like video. Tim Yale, CEO of Telennium Ventures, Inc. makes that point: “We’ve been fortunate to be an integral part of some of the most successful marketing and political efforts in 2004. Going from serving the video e-mail for ‘The Passion of the Christ’ to driving voters in the recent Presidential Election has taught us quite a bit about the habits of the general public.”

Yale adds, “We are very excited about the same potential that the ‘cause-related’ campaigns can do with similar technology. The public is receptive to quality messages and integrating video streaming technology is a critical component.”

He provides some figures to backup his observations: “For ‘The Passion of the Christ’ we sent over 7.5 Million emails that resulted in a 300 percent forward viral effect. The website link from banners continued at a rate of over 200,000 views of the trailer and additional footage for 3 months after the film opened.” The Tom Hanks film, “Polar Express,” also received advance marketing with the V-Button™ although it’s too soon to attach numbers to its successful promotion on the Internet

Tom Bagwell, CEO of Cause-America Branding, LLC, says, “The future of fundraising and advertising will be on the Internet and delivered through e-mail.” He explains, “The V-Button™ has great possibilities as an alternative to paper direct mail campaigns. It’s 70 to 75 percent less expensive than sending direct mail. Instead of spending forty to fifty cents per piece of regular mail, it’s five to fifteen cents for each V-Button™ message.”

“Charities spend a lot of money acquiring the names, addresses, phone numbers and e-mail addresses of potential contributors. They don’t usually make money on these acquisitions,” Bagwell says.

He continues, “The V-Button™ gives them a better chance at making money on these acquisitions. Even if the return is the same – typically one percent for direct mail – the cost of delivering the V-Button™ is lower, so the return it greater.”

An added bonus is the “evergreen” characteristics of the V-Button™. “It’s ‘evergreen’ in that people can forward it,” Bagwell says. In our video, Ernie Hudson says, “Please forward this to your family and friends and let them know how good it feels to make a difference in the life of a homeless child.”

The V-Button™ allows increased cooperation between charities and corporations. The President of a large company can take the V-Button™ and forward it to everyone in his/her company. Once it’s produced, the “evergreen” nature of the video allows it to be used in perpetuity. Once the cost of production is paid, the more it’s used, the greater the cost-effectiveness of the V-Button™. Its lifespan is infinitely greater than a piece of “paper mail” that’s lucky to be opened and read, then discarded and forgotten.

Bagwell says, “Over 150 million people are connected to the Internet. Four major generations of our population are online, with over fifty percent of them using broadband.” The V-Button™ is user-friendly. It delivers the media needed to play the message by setting up a Universal Player for Windows Media, Quick Time and Real Video and then plays automatically.

The V-Button™ is also packed with data collection capabilities. “Most e-mail applications are tracking click-throughs. The V-Button™ has a unique algorithm that allows a more thorough process in gathering information,” Bagwell explains.

He believes the potential for partnerships between major corporations and charitable causes is especially promising with V-Button™ technology. “It’s a much more effective way of offering a product or requesting a donation. “We’re looking forward to creating sponsorships that feature a company’s logo and their cause-related products for sale,” says Bagwell.

On average, 20 percent of those receiving V-Button™ e-mails are opening them. That’s a promising statistic for cause-marketers. “We can even add a commercial for a company on the end of a V-Button™. He explains that a large-scale retailer can offer gift certificates or discount coupons to individuals who make a charitable donation to their cause-marketing partner. Such a donation offers the opportunity to “opt” in for a retailer’s e-mail program.

This type of marketing is perfectly suited for driving retail traffic with coupons printed from the company’s Web site or directly from the e-mail. In addition, the retailer would acquire valuable consumer information and access to Internet users and the powerful market research gained through V-Button™ e-mails.

Watch the Union Rescue Mission V-Button

Bagwell considers the Rescue Mission’s V-Button™ message a perfect prototype for future charitable campaigns. Ernie Hudson’s personal appeal proceeds to information about how the Mission’s efforts have impacted the homeless in Los Angeles and Ventura Counties. It closes with Ernie asking viewers to join him in making a one-time gift to help the homeless. They’re also encouraged to pass the V-Button™ on to friends and family members.

He says, “We hope to change philanthropy by cutting the cost of acquisition and creating an ‘evergreen’ product with an effective message”

The Union Rescue Mission’s CEO and President, Warren D. Currie, says, “Our organization needs to be making appeals to the younger generations and being online is a must in today’s fundraising market. Ernie's video pitch along with database collection from our V-Button will help us compete in today’s marketplace. The cost of Direct Mail campaigns has become too costly. We welcome this new technology!”

The V-Button™ allows charitable organizations to merge fundraising components that usually remain divided. Typically, charitable videos are only seen at dinners and special events. Now charities have the opportunity to produce a heartfelt video message and also have a tool, the V-Button™, which enables them to deliver it to a much larger audience.

Cause-America Branding offers a double dose of cutting-edge technology and socially conscious fundraising campaigns that present new possibilities for nonprofits. Launching a cost-effective campaign with life-changing messages from celebrities or community leaders will hopefully bring increased donations and public awareness. Those donations, in turn, will allow charitable organizations to continue working toward the betterment of our communities and society.

---Dewayne Lumpkin
---Annie Van Bebber

For more information visit

• Cause-America Branding, LLC
• Union Rescue Mission
• Rescue Mission Alliance