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

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

by Jocelyne Daw
     
 

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

Cause marketing––a new discipline in the corporate citizenship field, a new mission-based fundraising and marketing tool for nonprofits––is a corporate

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Overview

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

Cause marketing––a new discipline in the corporate citizenship field, a new mission-based fundraising and marketing tool for nonprofits––is a corporate/nonprofit partnership that aligns the power of a company's brand, marketing, and people with a nonprofit cause's brand and assets, to create shareholder and social value and to publicly communicate values.

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

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

Written to help nonprofits recognize the opportunities provided by cause marketing partnerships, Cause Marketing for Nonprofits shows nonprofit boards of directors, executive directors, development directors, fundraising consultants, marketing directors, organizational development professionals, and other nonprofit professionals how to build productive and profitable relationships while minimizing potential challenges.

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

Featuring a Foreword by Carol Cone, Chairman and founder of Cone Inc.––the leading research and marketing professional on cause marketing––Cause Marketing for Nonprofits provides a wealth of hands-on, practical experience that will benefit any nonprofit organization interested in this innovative form of generating 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 complete buy-in, value worth, develop agreements, manage risk, and much more

When nonprofits and for-profits combine efforts, they can be a powerful force for community good. Cause Marketing for Nonprofits provides readers with the tools, facts, and know-how to build mutually beneficial partnerships where the sum of the two parts can be greater than the individual; where self-interest can be combined with altruism, marketing with philanthropy, and mission achievement with business objectives.

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Product Details

ISBN-13:
9780471717508
Publisher:
Wiley
Publication date:
03/31/2006
Series:
AFP/Wiley Fund Development Series, #166
Edition description:
New Edition
Pages:
312
Product dimensions:
10.00(w) x 7.00(h) x 0.75(d)

Table of Contents

Foreword, Carol Cone.

Acknowledgments.

Introduction: My Journey, Partner for Purpose, Passion, and Profit.

PART I: THE CAUSE-MARKETING MOVEMENT.

Chapter 1. The New Corporate–Nonprofit Engagement.

Cause Marketing: A Turning Point in Corporate–Nonprofit Relationships.

An Essential New Link for Corporate–Nonprofit Engagement.

Achieve Mission, Generate Revenue, and Other Benefits.

Value of Cause Marketing.

Cause-Related Marketing Internationally.

Conclusions.

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.

Conclusion.

Chapter 3. Evolution of Cause Marketing.

Evolution of Cause Marketing.

Sales Phase.

Customer Loyalty Phase.

Branding Phase.

Corporate Social Responsibility Phase.

Nonprofit Driven Branding.

Conclusion.

PART II: CAUSE-MARKETING INITIATIVES: THE SEVEN P’S: BEST PRACTICES CASE STUDIES.

Chapter 4. Cause-Marketing Products.

Product Sales.

Purchase Plus: Making Giving Easy.

Licensing: Using Nonprofit Logos, Brand Identities, and Assets.

Conclusions.

Chapter 5. Cause-Marketing Issue Promotions.

Finding the Synergistic Fit.

Conclusion.

Chapter 6. Cause-Marketing Programs.

Cobranded Events.

Cobranded Programs.

Social (Public Service) Marketing Programs.

Conclusions.

PART III: GETTING IT RIGHT: FRAMEWORK FOR SUCCESS.

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

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-Marketing Orientation.

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.

Conclusion.

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

Conclusions.

PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES.

Chapter 10. National Organizations: American Heart Association and 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” Promotional Cause-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) and Canadian Cancer Society (Vancover Island Region, British Columbia and Yukon District).

NYC BANK-TO-BANK PARTNERSHIP: COBRAND CAUSE-MARKETING PROGRAM INITIATIVE.

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: Seven Golden Rules, Seven Deadly Sins.

Principles: The Seven Golden Rules of Cause Marketing.

Cautions: Seven Deadly Sins.

Conclusion.

Final Thoughts.

Partner for Purpose, Passion, and Profits.

The Way Forward.

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