Overview

Cause marketing benefits nonprofit and for-profit enterprises alike —make it work for you!

At the intersection of marketing, philanthropy, and business lies the exciting and rewarding field of cause marketing. Maybeyou've been doing cause marketing for awhile and didn't know it had a name. Maybe you're ready to explore a new technique. Maybe you're seeking support for your cause or a competitive edge for your business. You'll find the answers ...

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Cause Marketing For Dummies

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Overview

Cause marketing benefits nonprofit and for-profit enterprises alike —make it work for you!

At the intersection of marketing, philanthropy, and business lies the exciting and rewarding field of cause marketing. Maybeyou've been doing cause marketing for awhile and didn't know it had a name. Maybe you're ready to explore a new technique. Maybe you're seeking support for your cause or a competitive edge for your business. You'll find the answers here!

  • For nonprofits — discover new and effective ways to raise funds and build awareness for your cause

  • For companies — see how supporting a good cause provides a powerful competitive edge

  • Choose your partner — learn strategies for finding that perfect partner

  • Close the deal — brush up on your closing skills, give your prospect plenty of reasons to say "yes," and learn to handle "no"

  • Traditional and more — explore such techniques as point-of-sale, purchase-triggered donations, employee volunteer programs, and texting promotions

  • Make it mobile — examine the opportunities offered by smartphones, QR codes, and location-based services like Foursquare and Facebook Places

  • Keep building — learn how to measure and build on the success of your first cause marketing plan

Open the book and find:

  • Components of a successful cause marketing plan

  • What cause marketing is not

  • Tips for finding the best partner for your cause

  • How to approach the different types of decision-makers

  • Hints for maximizing social media

  • How to create a powerful campaign message

  • Ten great low-budget campaign ideas

  • Common mistakes to avoid

Learn to:

  • Identify and secure a partner

  • Increase the success of your campaign with social media

  • Use location-based services like Foursquare to build awareness

  • Measure and build on your cause marketing success

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Product Details

  • ISBN-13: 9781118119068
  • Publisher: Wiley
  • Publication date: 7/13/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 288
  • Sales rank: 1,334,537
  • File size: 28 MB
  • Note: This product may take a few minutes to download.

Meet the Author

Joe Waters is a well-respected authority on cause marketing and social media for companies and causes. He writes the web's leading cause marketing blog Selfish Giving (http://selfishgiving.com).

Joanna MacDonald leads a cause marketing team at a Boston hospital. With Joe, she is founder of the Six Figure Cause Marketing training program (http://sixfigurecausemarketing.com).

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Table of Contents

Introduction 1

Part I: Getting Started with Cause Marketing 7

Chapter 1: Getting to Know What Cause Marketing Is All About 9

Chapter 2: Launching a Successful Cause Marketing Program 25

Chapter 3: What a Beautiful Couple You Make! Finding the Right Partner 51

Chapter 4: Making Your Best Qualities Work for You 69

Part II: Promoting Your Cause Marketing Plan 79

Chapter 5: Selling Cause Marketing Programs 81

Chapter 6: Closing the Deal 99

Part III: Implementing Your Cause Marketing Program 113

Chapter 7: Implementing Your Point-of-Sale Program 115

Chapter 8: Working with Purchase or Action-Triggered Donation Programs 137

Part IV: Taking Your Cause Marketing Program Online 149

Chapter 9: Taking Your Cause Marketing Program Online 151

Chapter 10: The Next Frontier: Location-Based Cause Marketing 187

Part V: Expanding Your Cause Marketing Plan 207

Chapter 11: Measuring and Building on Your Success 209

Chapter 12: Exploring Other Cause Marketing Resources 231

Part VI: The Part of Tens 251

Chapter 13: The Ten Commandments of Cause Marketing 253

Chapter 14: Ten Common Cause Marketing Mistakes to Avoid 263

Chapter 15: Ten Low-Budget Cause Marketing Ideas 271

Chapter 16: Ten Cause Marketing Campaigns We Wish We Could Take Credit For 281

Chapter 17: Ten Ways to Nail Your Next Cause Marketing Presentation 291

Index 299

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