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Cause Marketing For Dummies
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11 of 12 people found the following review helpful
on August 7, 2011
Format: Paperback
Let me just say that until I read this book, I had NO IDEA how to do Cause Marketing, despite being involved in fundraising for over seven years. It was a combination of 'Cause marketing=pink breast cancer flavored chicken + yuck" and "But we could NEVER do that, we don't have the money/staff/time/insert excuse here" when the REAL reason was, "I don't know how to do this, and I'm scared."

After reading this book, doing a cause marketing campaign for my nonprofit actually seems realistic. It seems... do-able. I think the title should really read: "Cause Marketing for Smarties" because there are some complicated concepts introduced in this very readable book, and some advanced case studies too.

I learned about Pinups, those things you might see in the coffeeshop, donut shop, or grocery store. I learned how easy they are to make, and this will probably be where I start when I start our cause marketing campaign.

I also learned that when you're doing your first cause marketing campaign, some people start with coin jars. One of the pieces of this is that it's easy to walk off with the coin jars, so you need to have a way to tether them to the cashier stand. And it's better to put them in a place where people are regularly using cash. So if they're at the supermarket and not using cash, this wouldn't work, but maybe a festival or a food cart would be better.

These are just TWO of the many "a-HA" moments I had as I read this book. I'm sure it will pay for itself many times over.

Mazarine
[...]
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5 of 5 people found the following review helpful
on August 10, 2011
Format: PaperbackVerified Purchase
A membership organization that I belong to through work, recently formed a media/development work group. At our kick off meeting, it quickly became evident that there were huge differences in knowledge and experiences around media and development work. All of us want to learn more, but where to start? This book is the place to start. For many of the non-profits that are part of this group, there are not enough people on staff who have the time and resources to really think about an organizations image, its partners and how to use social media effectively. Cause Marketing for Dummies provides clear, concise, realistic tips to help organizations reevaluate how media can be used to build ones image, partnerships and the bottom line. The case studies highlight many levels of marketing - coupons, triggered donation programs, group-buying sites and location-based marketing and stress the importance of Blogs, Twitter, Facebook, Foursquare and other social media options. Do you know what a hashtag is? If not, this book will teach you what it is and how one non-profit's hashtag helped it to raise awareness and $25,000 in one day. Want to know what a QR code is and how to use one? This book will tell you what it is and how it can help to make interactions with customers, clients, patients....more meaningful. Isn't that what we all want to do?
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8 of 9 people found the following review helpful
on August 8, 2011
Format: Paperback
Authors Joe and Joanna know their stuff from a decade of hard work in the trenches and convey it in a meaningful, effective and entertaining way. I took their cause marketing class as well and was so impressed with what I learned, even with a few years of experience already under my belt. They are just that good - their knowledge is deep and their creativity is proven. I highly recommend the book and the class they offer. It is time and money very well spent!
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6 of 7 people found the following review helpful
on August 7, 2011
Format: PaperbackVerified Purchase
I founded the Cause Marketing Forum 10 years ago and frequently receive calls and emails from people who work for small nonprofits or businesses asking for advice on getting started in cause marketing.

For a decade I lamented that I didn't have a really good guidebook to suggest that they read. Well those days are over!

Bravo to the authors of Cause Marketing for Dummies. It's a great resource full of good advice on developing opportunities for companies and causes to do well by doing good together.

The icing on the cake is that it captures the wonderful wit and generous spirit that the followers of Joe Waters have enjoyed for years through his Selfish Giving blog.
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4 of 5 people found the following review helpful
on August 8, 2011
Format: PaperbackVerified Purchase
From getting buy-in from the guys at the top to finding the right partner, Cause Marketing for Dummies will help you understand how and why things are done and then will teach you skills to go out and do it! No matter which side of cause marketing you are on....company, or cause....you will find a great roadmap to traveling through your experience in Cause Marketing. And, you are learning from two experts who have been down the road before you. They really know what they are talking about. For the past fifteen years, Joe Waters and Johanna MacDonald have worked with companies of all sizes to build successful and lucrative cause marketing partnerships, including Muscular Dystrophy Association, Arthritis Foundation, Public Television and The United Way. Joe is the author of SelfishGiving.com - a blog about doing well, and doing good, since 2004) In December 2010, one of their clients, Ocean State Job Lot, hit the million dollar mark for monies raised with cause marketing programs since 2004. So, they definitely know success in cause marketing and how to help you create it and replicate it. You'll also find other juicy tidbits along the way, such as cause marketing campaigns that work, recommendations for some great blogs, who to follow on Twitter (priceless) and the Ten Commandments of Cause Marketing.

If you are looking to get started in Cause Marketing or if you have experience in it and now are exploring how to start your own Cause Marketing agency, you will not want to miss out on this book.
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2 of 2 people found the following review helpful
Format: Paperback
An excellent, step-by-step cause marketing guide for nonprofits and companies of all sizes. Joe and Joanna cover all the nitty gritty details of creating and running successful campaigns, and categorize the mountain of info into targeted chapters useful to nonprofits, chapters useful to businesses, and chapters focused on both sectors.

My favorite thing about the book is all the advice about cause marketing in the digital world, and how it has evolved with social media, text-to-give, and similar strategies. It's up-to-date with the new tech era, covering proven, low-cost ways to get big results in a campaign.

I recommend this book to anyone interested in or currently involved with the win-win strategy of cause marketing.
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2 of 2 people found the following review helpful
on August 15, 2011
Format: Paperback
Joe Waters and Joanna MacDonald, having cut their cause marketing teeth through years of grass roots experience, have produced a manual of cause marketing for the rest of us. They know that each organization has to start somewhere and that there are lots of low risk entry points for the organization willing to learn and work hard.
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1 of 1 people found the following review helpful
on September 16, 2011
Format: Paperback
What amazed me most about the book was how many great cause marketing examples are included. There's nearly a dozen real-world campaigns in the first chapter alone! The examples aren't just from the "big guys" either. They show how even small businesses and local nonprofits can partner for mutual benefit. Where needed they explain why the campaign worked so well or why it failed. These examples show strategy, tactics and ideas that other organizations can use themselves.

The authors are expert at the art of "pin-ups." You know, those cards you sign when you donate a dollar or two at the checkout counter? These pin-ups can be very profitable for the nonprofit and businesses using Joe and Joanna's advanced strategies. They provide step-by-step instructions on other types of cause marketing too, and discuss a lot of cutting edge tactics like online and mobile marketing.

In true Dummies style, the book is easy to read, and features numerous tips and sidebars. They tackle some of the toughest problems that marketers face such as cold calling and getting past gatekeepers. There are even sample scripts for when you call on prospects. While it's a practical book, it's far from being a dry read. They occasionally throw in some humor to keep you engaged and entertained. (Comparing cause marketing to the Borg was one of many chuckles as I read this book.)

While the authors have boundless enthusiasm for the subject, they temper this with level-headed advice. There are sections that explain why cause marketing isn't for everyone. They also insist that cause marketing be a part of the overall funding strategy.

While it's primarily written for nonprofit organizations businesses would gain valuable insight as well, learning how partnering with a cause can boost sales and provide a "halo effect" of being seen as supporting a worthy cause.
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1 of 1 people found the following review helpful
on September 9, 2011
Format: PaperbackVerified Purchase
Well it's about time! I have spent over 35 years developing cross-sector partnerships and cause marketing campaigns and, quite simply, Joe and Joanna have nailed it with this new book. As they say: cause marketing is not rocket science. Yet over the years I firmly believe that one of the reasons cause marketing has not taken on wider-spread appeal is that it's been made both mysterious and the haven of Fortune 500 companies and the top 50 or so national charities. Not that there's anything really wrong with that, it's just that Cause Marketing for Dummies is the book for all the rest of us, and they're a heck of a lot of us, literally hundreds of thousands of for-profit and nonprofit organizations that could greatly benefit from the case studies, best practices, fresh ideas, step-by-step instructions, humor and straightforwardness with which this book is presented. When I read this book, with yellow highlighter in hand, I looked back and found that this black-and-white book was now rendered in three colors - there were just so many important points, perfect suggestions, and "how to" instructions that I found important to mark. And did I say: I have been in this business for 35 years...

Click now to check out and buy this book. It's not just great information on cause marketing, it's your blueprint for taking your organization to new levels of economic success, brand awareness and community impact.
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1 of 1 people found the following review helpful
on September 19, 2011
Format: Paperback
If you want to understand what cause marketing is and what it can do -- for both the business and the nonprofit partner -- check out Cause Marketing for Dummies by Joe Waters, who writes the Selfish Giving blog. The book gives a good overview of the nuts and bolts of cause marketing, from time lines to staff training to the intricacies of online cause marketing. For the full review go to [...]
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