Cause Marketing For Dummies
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.
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
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).
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Dummies author and cause marketer Joe Waters talks about how to do a successful cause marketing campaign and how his book, Cause Marketing For Dummies, can help get you started!