Create a mutually beneficial partnership between nonprofit and for-profit enterprises Cause 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.
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
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).
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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