Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

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Overview

People who mix cause and commerce are often portrayed as eitheropportunistic corporate "causewashers" cynically exploitingnonprofits, or visionary social entrepreneurs for whom conductingtrade is just a necessary evil in their quest to create a betterworld. Good Works! is a real-world guide written for thelegions of well-intended professionals attempting the delicatebalancing act of simultaneously generating financial and socialdividends.

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Overview

People who mix cause and commerce are often portrayed as eitheropportunistic corporate "causewashers" cynically exploitingnonprofits, or visionary social entrepreneurs for whom conductingtrade is just a necessary evil in their quest to create a betterworld. Good Works! is a real-world guide written for thelegions of well-intended professionals attempting the delicatebalancing act of simultaneously generating financial and socialdividends.

Purpose-driven marketing has moved from a nice-to-do to amust-do for businesses. Good Works! provides the actionableadvice people need to integrate marketing and social initiativesinto their firm's overarching business goals. It's a handbook thatprepares corporate managers and staff to choose the mostappropriate issues, best partners, and highest potentialinitiatives. For nonprofits and public sector agencies seekingcorporate support, Good Works! offers the insights needed tocreate mutually beneficial partnerships. Its pages are full ofstep-by-step guidance on effectively executing marketing andcorporate-level campaigns, including how to:

  • Persuade consumers to join your company in supporting a goodcause
  • Support product sales and consumer engagement by linking themto donations
  • Encourage and organize employees to donate their time andtalents to your cause
  • Change the way you do business to achieve a worthwhile socialoutcome
  • Deal with the inevitable cynics and critics

Good Works! is a book for business builders, not acorporate social responsibility treatise. It is for capitalistswith the hearts and smarts to generate positive social impactsand bottom-line business results. With Good Works!,you'll find that you can simultaneously elevate your cause and yourprofits—the ultimate win-win.

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Product Details

  • ISBN-13: 9781118206683
  • Publisher: Wiley
  • Publication date: 6/5/2012
  • Edition number: 1
  • Pages: 288
  • Sales rank: 1,514,657
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

PHILIP KOTLER is one of the world's leading authoritieson marketing, and his writing has defined marketing around theworld for the past forty years. He is the S.C. Johnson & SonDistinguished Professor of International Marketing at NorthwesternUniversity's Kellogg School of Management.

DAVID HESSEKIEL is President of the Cause MarketingForum. Executives around the world turntowww.causemarketingforum.com for news, research and case studiesand to access CMF's programs and publications. A Forbes,MediaPost and Huffington Post blogger, Hessekiel is afrequently quoted industry analyst and regularly speaks about causemarketing and Corporate Social Responsibility to business and NGOaudiences.

NANCY R. LEE is President of Social Marketing Services,Inc., an adjunct faculty at the University of Washington, hasconsulted with more than 100 nonprofit organizations, and hasparticipated in the development of more than 50 social marketingcampaign strategies for public sector agencies. This is the ninthbook she has coauthored with Philip Kotler.

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Table of Contents

Acknowledgments v

I Introduction 1

1 Good Intentions Aren’t Enough: Why Some Marketing andCorporate Social Initiatives Fail and Others Succeed 3

2 Six Social Initiatives for Doing Well by Doing Good 21

II Marketing Driven Initiatives: Growing Sales and EngagingCustomers 47

3 Cause Promotion: Persuading Consumers to Join Your Company ina Good Cause 49

4 Cause-Related Marketing: Making Contributions to Causes Basedon Product Sales and Consumer Actions 82

5 Corporate Social Marketing: Supporting Behavior ChangeCampaigns 111

III Corporate-Driven Initiatives: Expressing and AdvancingYour Company’s Values and Objectives 139

6 Corporate Philanthropy: Making a Direct Contribution to aCause 141

7 Community Volunteering: Employees Donating Their Time andTalents 158

8 Socially Responsible Business Practices: Changing How YouConduct Business to Achieve Social Outcomes 177

IV Offense and Defense 197

9 Offense: Choosing a Social Problem to Alleviate 199

10 Offense: Selecting a Social Initiative to Support the Cause206

11 Offense: Developing Social Initiative Programs 211

12 Offense: Evaluating Efforts 217

13 Summary of Best Practices 223

14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics228

V For Nonprofits and Public Sector Agencies Only 237

15 A Marketing Approach to Winning Corporate Funding and Supportfor Social Initiatives: Ten Recommendations 239

Notes 253

Index 277

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  • Posted October 26, 2012

    more from this reviewer

    David Hessekiel, Nancy R. Lee ¿ both leading experts on marketin

    David Hessekiel, Nancy R. Lee – both leading experts on marketing and social programing – and marketing guru Philip Kotler joined forces to write a practical guide to implementing effective corporate social initiatives. The authors explain what corporate social responsibility (CSR) is and how its landscape has changed over the last 20-odd years. They suggest how to establish the best relationship between your firm’s goals and the goals of a charitable campaign. Then they identify six types of initiatives and add illustrative case studies to show how each one works. The examples are interesting, relatable and moving. getAbstract recommends this guide to marketing executives, PR representatives, corporate donors and nonprofit professionals. But beware: You may become so inspired that you’ll want to jump right in.

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