Synopses & Reviews
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
Synopsis
Create a mutually beneficial partnership between nonprofit and for-profit enterprisesCause marketing creates a partnership with benefits for both a nonprofit entity and a business. Written by an expert on cause marketing whose blog, SelfishGiving.com, is a key resource on the subject, this friendly guide shows both business owners and marketers for nonprofits how to build and sustain such a partnership using social media such as Facebook and Twitter. It covers new online tools, how to identify potential partners, tips on engaging your fans, and how to model a campaign on proven successes.
- Cause marketing is not marketing a cause, but a partnership between business and nonprofit that benefits both
- This guide offers an easy-to-understand blueprint for finding appropriate partners, planning and setting up a campaign using Facebook, Twitter, and blogs, measuring campaign success, and more
- Explains online tools such as Quick Response Codes, services like Causon and The Point, and location marketing services including Foursquare, Whrrl, and Gowalla
- Features case studies that illustrate successful campaign techniques
Cause Marketing For Dummies helps both businesses and nonprofits reap the benefits of effective cause marketing.
About 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).
Table of Contents
Introduction 1Part 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