Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits (AFP Fund Development Series) / Edition 1

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This book is about a growing model for business and nonprofitinvolvement––an innovative way of working together formutual benefit: partnering for purpose, passion, and profits.

Cause marketing––a new discipline in the corporatecitizenship field, a new mission-based fundraising and marketingtool for nonprofits––is a corporate/nonprofit partnershipthat aligns the power of a company's brand, marketing, and peoplewith a nonprofit cause's brand and assets, to create shareholderand social value and to publicly communicate values.

In 1983, American Express pioneered the first cause-relatedmarketing (CRM). Today, cause marketing can be seen everywhere.Check out at the drugstore and support the local food bank byadding a donation to your bill. Pick up a prominent women'smagazine and readers will find Lee Jeans ads encouraging them to"Go casual for a cause" by wearing jeans to work for a $5 donationto benefit the Susan G. Komen Breast Cancer Foundation. At thegrocery store, your purchase of a box of Cheerios during theirthree-month "Spoonful of Stories" promotion supports First Book,the national literacy charity, and encourages kids to read. "Go Redfor Women" at Macy's to support the American Heart Association'sheart health campaign for women. In Canada, support breast cancerresearch by signing up for the Canadian Breast Cancer FoundationCIBC Run for the Cure at the local bank branch.

Well over $1.4 billion is spent on cause marketing, and itprovides over $4 billion of marketing support for causes annually.How do you take advantage of this growing form of corporatesupport? How will you compete to turn your nonprofit into a synonymfor your particular cause? Learn how to invent better, livelier,more focused, and creative strategies to capture a corporation'simagination and make sure that your nonprofit gets the support itdeserves with the help of Jocelyne Daw's Cause Marketing forNonprofits.

Written to help nonprofits recognize the opportunities providedby cause marketing partnerships, Cause Marketing for Nonprofitsshows nonprofit boards of directors, executive directors,development directors, fundraising consultants, marketingdirectors, organizational development professionals, and othernonprofit professionals how to build productive and profitablerelationships while minimizing potential challenges.

Brimming with numerous real-world case studies, Cause Marketingfor Nonprofits explores cause marketing in a broad social context,examining how it has developed and evolved, and the benefits andchallenges this new way of thinking and acting can bring. It thenprovides a thorough overview of this program delivery, marketing,and fundraising approach and the practical tools needed tosuccessfully develop strategic cause programs that maximize thebenefits for all. Finally, the book inspires critical and creativethinking to encourage continued growth of corporate-cause marketingcollaborations.

Featuring a Foreword by Carol Cone, Chairman and founder of ConeInc.––the leading research and marketing professional oncause marketing––Cause Marketing for Nonprofits providesa wealth of hands-on, practical experience that will benefit anynonprofit organization interested in this innovative form ofgenerating revenue, building profile, and achieving mission.Readers will discover valuable advice on how to:

  • Create an entrepreneurial culture
  • Develop a proactive strategy
  • Actively seek a corporate fit
  • Put processes and procedures in place to ensure completebuy-in, value worth, develop agreements, manage risk, and muchmore

When nonprofits and for-profits combine efforts, they can be apowerful force for community good. Cause Marketing for Nonprofitsprovides readers with the tools, facts, and know-how to buildmutually beneficial partnerships where the sum of the two parts canbe greater than the individual; where self-interest can be combinedwith altruism, marketing with philanthropy, and mission achievementwith business objectives.

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Editorial Reviews

From the Publisher
"Jocelyn Daw has done a meaningful service to nonprofit causemarketers with her book Cause Marketing for Nonprofits. She bringsreal-world experience, workable suggestions and a sharp pencil to atopic that has, too often in my view, been drawn with a broadbrush." (, 8/7/08)

"Jocelyn Daw, a recognized authority who has been involved incause marketing since 1988, draws on her considerable experience tooutline the many ways nonprofits can partner with the businesscommunity for mutual benefit. One of the most useful parts of thebook was Chapter 12, which includes the Seven Golden Rules andSeven Deadly Sins of cause marketing. Among most important caveatsare making sure to pick the right partners and that therelationship is not one sided or too commercial." (Nonprofit andVoluntary Sector Quarterly, Vol. 37, No 1)

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Product Details

  • ISBN-13: 9780471717508
  • Publisher: Wiley
  • Publication date: 3/31/2006
  • Series: AFP/Wiley Fund Development Series , #166
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 312
  • Product dimensions: 10.00 (w) x 7.00 (h) x 0.75 (d)

Meet the Author

JOCELYNE DAW is Vice President, Enterprises, at Glenbow Museum in Calgary, Alberta, one of Canada's largest and most entrepreneurial museums. Jocelyne is a recognized leader in creating cause marketing partnerships and social ventures for nonprofit organizations (recognized by the American Association of Marketing). She has actively used cause marketing as an important mission-based marketing and fundraising tool to advance community needs and programs in support of the environment, heritage, health care, arts, and culture. In 1988, Daw was National Executive Director for the Canadian Parks Partnership where she helped pioneer a national cause-related marketing program to raise money and awareness, and encourage citizen engagement for Canada's national parks and historic sites. She is a frequent presenter, mentor, and teacher on the subject of cause marketing. For more information visit

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Table of Contents

Foreword, Carol Cone.


Introduction: My Journey, Partner for Purpose, Passion, andProfit.


Chapter 1. The New Corporate–Nonprofit Engagement.

Cause Marketing: A Turning Point in Corporate–NonprofitRelationships.

An Essential New Link for Corporate–NonprofitEngagement.

Achieve Mission, Generate Revenue, and Other Benefits.

Value of Cause Marketing.

Cause-Related Marketing Internationally.


Chapter 2. Integrating Value and Values.

Cause Marketing Defined.

Cause Marketing Is Marketing, So a Few Vital Facts.

Trends Driving Cause Marketing.

Corporate Drivers.

Nonprofit Drivers.


Chapter 3. Evolution of Cause Marketing.

Evolution of Cause Marketing.

Sales Phase.

Customer Loyalty Phase.

Branding Phase.

Corporate Social Responsibility Phase.

Nonprofit Driven Branding.



Chapter 4. Cause-Marketing Products.

Product Sales.

Purchase Plus: Making Giving Easy.

Licensing: Using Nonprofit Logos, Brand Identities, andAssets.


Chapter 5. Cause-Marketing Issue Promotions.

Finding the Synergistic Fit.


Chapter 6. Cause-Marketing Programs.

Cobranded Events.

Cobranded Programs.

Social (Public Service) Marketing Programs.



Chapter 7. Creating a Cause-Marketing Orientation: CausePreparedness.

Determining Organizational Goals and Assets.

Platform: The Big Simple Idea.

Determine Targets for Cause-Marketing Approach.

A Lucky Internally Prepare and Align the Organization.

One Last Thing About Causes.

Conclusion: The First Step Is Creating a Cause-MarketingOrientation.

Chapter 8. Building the Cause-Marketing Program: Collaboration,Combining Assets, Creating Value.

Build the Cause-Marketing Program.

Collaboration: Strategic Partner Alignment.

Combine Assets and Aim for Maximum Benefit.

Creating Value: Determine for Both Partners.


Chapter 9. Implementing the Cause-Marketing Program: Executionand Corporate and Community Outcomes.

Execution and Outcomes.

Implementing the Cause Program.

Execute: Relationship Management and Delivery.

Communicate: Internally and Externally.

Cause-Marketing Goals Achieved: Community and CorporateOutcomes.



Chapter 10. National Organizations: American Heart Associationand First Book.

Building the Cause-Marketing Program.

Implementing the Program.

Cause Goals Achieved.

Final Thoughts and Advice.

“Dr. Seuss The Cat in the Hat Challenge” PromotionalCause-Marketing Initiative.

Building on a Cause-Marketing Orientation.

Building the Cause-Marketing Program.

The Big Simple Idea—with Turnkey Execution!

Implementing the Cause-Marketing Program.

Corporate and Community Goals Achieved.

Chapter 11. Local Organizations: Food Bank (New York City) andCanadian Cancer Society (Vancover Island Region, British Columbiaand Yukon District).


Creating a Cause-Marketing Orientation.

Building the Cause-Marketing Program.

Implementing the Cause-Marketing Program.

Cause-Marketing Goals Achieved.

Creating a Cause-Marketing Orientation.

Building a Cause-Marketing Program.

Implementing the Cause-Marketing Program.

Goals Achieved.

Chapter 12. Cause-Marketing Principles and Cautions: SevenGolden Rules, Seven Deadly Sins.

Principles: The Seven Golden Rules of Cause Marketing.

Cautions: Seven Deadly Sins.


Final Thoughts.

Partner for Purpose, Passion, and Profits.

The Way Forward.

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