From the Back Cover
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
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
About the Author
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).