{"product_id":"cause-marketing-for-nonprofits-isbn-9780471717508","title":"Cause Marketing for Nonprofits","description":"This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. \u003ci\u003eCause Marketing for Nonprofits\u003c\/i\u003e changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.  Foreword, Carol Cone.  \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eIntroduction: My Journey, Partner for Purpose, Passion, and Profit.\u003c\/p\u003e \u003cp\u003ePART I: THE CAUSE-MARKETING MOVEMENT.\u003c\/p\u003e \u003cp\u003eChapter 1. The New Corporate–Nonprofit Engagement.\u003c\/p\u003e \u003cp\u003eCause Marketing: A Turning Point in Corporate–Nonprofit Relationships.\u003c\/p\u003e \u003cp\u003eAn Essential New Link for Corporate–Nonprofit Engagement.\u003c\/p\u003e \u003cp\u003eAchieve Mission, Generate Revenue, and Other Benefits.\u003c\/p\u003e \u003cp\u003eValue of Cause Marketing.\u003c\/p\u003e \u003cp\u003eCause-Related Marketing Internationally.\u003c\/p\u003e \u003cp\u003eConclusions.\u003c\/p\u003e \u003cp\u003eChapter 2. Integrating Value and Values.\u003c\/p\u003e \u003cp\u003eCause Marketing Defined.\u003c\/p\u003e \u003cp\u003eCause Marketing Is Marketing, So a Few Vital Facts.\u003c\/p\u003e \u003cp\u003eTrends Driving Cause Marketing.\u003c\/p\u003e \u003cp\u003eCorporate Drivers.\u003c\/p\u003e \u003cp\u003eNonprofit Drivers.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003eChapter 3. Evolution of Cause Marketing.\u003c\/p\u003e \u003cp\u003eEvolution of Cause Marketing.\u003c\/p\u003e \u003cp\u003eSales Phase.\u003c\/p\u003e \u003cp\u003eCustomer Loyalty Phase.\u003c\/p\u003e \u003cp\u003eBranding Phase.\u003c\/p\u003e \u003cp\u003eCorporate Social Responsibility Phase.\u003c\/p\u003e \u003cp\u003eNonprofit Driven Branding.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003ePART II: CAUSE-MARKETING INITIATIVES: THE SEVEN P’S: BEST PRACTICES CASE STUDIES.\u003c\/p\u003e \u003cp\u003eChapter 4. Cause-Marketing Products.\u003c\/p\u003e \u003cp\u003eProduct Sales.\u003c\/p\u003e \u003cp\u003ePurchase Plus: Making Giving Easy.\u003c\/p\u003e \u003cp\u003eLicensing: Using Nonprofit Logos, Brand Identities, and Assets.\u003c\/p\u003e \u003cp\u003eConclusions.\u003c\/p\u003e \u003cp\u003eChapter 5. Cause-Marketing Issue Promotions.\u003c\/p\u003e \u003cp\u003eFinding the Synergistic Fit.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003eChapter 6. Cause-Marketing Programs.\u003c\/p\u003e \u003cp\u003eCobranded Events.\u003c\/p\u003e \u003cp\u003eCobranded Programs.\u003c\/p\u003e \u003cp\u003eSocial (Public Service) Marketing Programs.\u003c\/p\u003e \u003cp\u003eConclusions.\u003c\/p\u003e \u003cp\u003ePART III: GETTING IT RIGHT: FRAMEWORK FOR SUCCESS.\u003c\/p\u003e \u003cp\u003eChapter 7. Creating a Cause-Marketing Orientation: Cause Preparedness.\u003c\/p\u003e \u003cp\u003eDetermining Organizational Goals and Assets.\u003c\/p\u003e \u003cp\u003ePlatform: The Big Simple Idea.\u003c\/p\u003e \u003cp\u003eDetermine Targets for Cause-Marketing Approach.\u003c\/p\u003e \u003cp\u003eA Lucky Internally Prepare and Align the Organization.\u003c\/p\u003e \u003cp\u003eOne Last Thing About Causes.\u003c\/p\u003e \u003cp\u003eConclusion: The First Step Is Creating a Cause-Marketing Orientation.\u003c\/p\u003e \u003cp\u003eChapter 8. Building the Cause-Marketing Program: Collaboration, Combining Assets, Creating Value.\u003c\/p\u003e \u003cp\u003eBuild the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eCollaboration: Strategic Partner Alignment.\u003c\/p\u003e \u003cp\u003eCombine Assets and Aim for Maximum Benefit.\u003c\/p\u003e \u003cp\u003eCreating Value: Determine for Both Partners.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003eChapter 9. Implementing the Cause-Marketing Program: Execution and Corporate and Community Outcomes.\u003c\/p\u003e \u003cp\u003eExecution and Outcomes.\u003c\/p\u003e \u003cp\u003eImplementing the Cause Program.\u003c\/p\u003e \u003cp\u003eExecute: Relationship Management and Delivery.\u003c\/p\u003e \u003cp\u003eCommunicate: Internally and Externally.\u003c\/p\u003e \u003cp\u003eCause-Marketing Goals Achieved: Community and Corporate Outcomes.\u003c\/p\u003e \u003cp\u003eConclusions.\u003c\/p\u003e \u003cp\u003ePART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES.\u003c\/p\u003e \u003cp\u003eChapter 10. National Organizations: American Heart Association and First Book.\u003c\/p\u003e \u003cp\u003eBuilding the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eImplementing the Program.\u003c\/p\u003e \u003cp\u003eCause Goals Achieved.\u003c\/p\u003e \u003cp\u003eFinal Thoughts and Advice.\u003c\/p\u003e \u003cp\u003e“Dr. Seuss The Cat in the Hat Challenge” Promotional Cause-Marketing Initiative.\u003c\/p\u003e \u003cp\u003eBuilding on a Cause-Marketing Orientation.\u003c\/p\u003e \u003cp\u003eBuilding the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eThe Big Simple Idea—with Turnkey Execution!\u003c\/p\u003e \u003cp\u003eImplementing the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eCorporate and Community Goals Achieved.\u003c\/p\u003e \u003cp\u003eChapter 11. Local Organizations: Food Bank (New York City) and Canadian Cancer Society (Vancover Island Region, British Columbia and Yukon District).\u003c\/p\u003e \u003cp\u003eNYC BANK-TO-BANK PARTNERSHIP: COBRAND CAUSE-MARKETING PROGRAM INITIATIVE.\u003c\/p\u003e \u003cp\u003eCreating a Cause-Marketing Orientation.\u003c\/p\u003e \u003cp\u003eBuilding the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eImplementing the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eCause-Marketing Goals Achieved.\u003c\/p\u003e \u003cp\u003eCreating a Cause-Marketing Orientation.\u003c\/p\u003e \u003cp\u003eBuilding a Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eImplementing the Cause-Marketing Program.\u003c\/p\u003e \u003cp\u003eGoals Achieved.\u003c\/p\u003e \u003cp\u003eChapter 12. Cause-Marketing Principles and Cautions: Seven Golden Rules, Seven Deadly Sins.\u003c\/p\u003e \u003cp\u003ePrinciples: The Seven Golden Rules of Cause Marketing.\u003c\/p\u003e \u003cp\u003eCautions: Seven Deadly Sins.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003eFinal Thoughts.\u003c\/p\u003e \u003cp\u003ePartner for Purpose, Passion, and Profits.\u003c\/p\u003e \u003cp\u003eThe Way Forward.\u003c\/p\u003e  \"Jocelyn Daw has done a meaningful service to nonprofit cause marketers with her book Cause Marketing for Nonprofits. She brings real-world experience, workable suggestions and a sharp pencil to a topic that has, too often in my view, been drawn with a broad brush.\" (\u003ci\u003eCharityChannel.com\u003c\/i\u003e, 8\/7\/08)  \u003cp\u003e\"Jocelyn Daw, a recognized authority who has been involved in cause marketing since 1988, draws on her considerable experience to outline the many ways nonprofits can partner with the business community for mutual benefit. One of the most useful parts of the book was chapter 12, which includes the Seven Golden Rules and Seven Deadly Sins of cause marketing. Among most important caveats are making sure to pick the right partners and that the relationship is not one sided or too commercial.\" (\u003ci\u003eNonprofit and Voluntary Sector Quarterly\u003c\/i\u003e, Vol. 37, No 1)\u003c\/p\u003e \u003cb\u003eJOCELYNE DAW\u003c\/b\u003e is Vice President, Enterprises, at Glenbow Museum in Calgary, Alberta, one of Canada's largest and most entrepreneurial museums. Jocelyne is a recognized leader in creating cause marketing partnerships and social ventures for nonprofit organizations (recognized by the American Association of Marketing). She has actively used cause marketing as an important mission-based marketing and fundraising tool to advance community needs and programs in support of the environment, heritage, health care, arts, and culture. In 1988, Daw was National Executive Director for the Canadian Parks Partnership where she helped pioneer a national cause-related marketing program to raise money and awareness, and encourage citizen engagement for Canada's national parks and historic sites. She is a frequent presenter, mentor, and teacher on the subject of cause marketing. For more information visit www.causemarketing.ca.  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. \u003cbr\u003e \u003cbr\u003e   \u003cp\u003eCause 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.\u003c\/p\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003eWell 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.\u003c\/p\u003e \u003cp\u003eWritten 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.\u003c\/p\u003e \u003cp\u003eBrimming 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.\u003c\/p\u003e \u003cp\u003eFeaturing 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eCreate an entrepreneurial culture\u003c\/li\u003e \u003cli\u003eDevelop a proactive strategy\u003c\/li\u003e \u003cli\u003eActively seek a corporate fit\u003c\/li\u003e \u003cli\u003ePut processes and procedures in place to ensure complete buy-in, value worth, develop agreements, manage risk, and much more\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWhen 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.\u003c\/p\u003e  \"A must-read for anyone interested in or involved with charity marketing. Jocelyne Daw has captured the subject in an informative and highly readable fashion. Great case studies and hands-on examples of how to navigate the challenging world of social philanthropy.\"\u003cbr\u003e —Harry A. Abel Vice President, Development and Strategic Alliances National Mental Health Association, Alexandria, Virginia  \u003cp\u003e\"Finally, a comprehensive look at the tremendous value of strategic partnerships between for-profit and nonprofit organizations. This is a book for anyone who wants to understand what it takes to successfully embrace cause marketing in your organization.\"\u003cbr\u003e —Sue Tomney Vice-President, Membership, Communications, and Marketing Imagine Canada\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe definitive hands-on guide to cause marketing for nonprofits\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhen first launched over twenty-five years ago, cause marketing was viewed as a fledgling idea. Today, it is a global phenomenon that has developed into a new way for businesses and nonprofit causes to partner to achieve mutual benefits. Done with care and thought, cause marketing can be a powerful tool to help nonprofit organizations achieve their mission, build their brand, generate revenue, increase awareness, engage individuals, change behavior and attitudes, and make a difference in their community. It can help companies increase their bottom line, attract employees, create pride, appeal to customers and stakeholders, and secure the license they need to operate in many markets. Cause Marketing for Nonprofits provides the insights and tools needed to successfully partner for purpose, passion, and profits.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988894105829,"sku":"NP9780471717508","price":74.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471717508.jpg?v=1761781953","url":"https:\/\/k12savings.com\/es\/products\/cause-marketing-for-nonprofits-isbn-9780471717508","provider":"K12savings","version":"1.0","type":"link"}