Marketing From the Heart: A Guide to Cause Related Marketing for the Small Business [Paperback]

Peggy Linial (Author)

Book Description

Publication Date: March 2003

Cause Related Marketing is the partnering of a for profit business and a nonprofit organization to better serve each through name recognition, and greater revenues for both. These are true win-win situations.

This book is geared specifically for the small business and the small community nonprofit. You will see step by step how to select a charity to work with, how to generate publicity, and give most effectively so that both the profit and nonprofit gain. There are also examples of turning down a request gracefully when you must, an uncomfortable situation for a community business.

As you will see statistics support the necessity of cause-related programs, especially since 9/11.

You'll find this book full of useful, easy to read and easy to implement strategies.

In accordance with our own beliefs on Cause-Related Marketing a portion of the profit from this book will benefit Trickle Up Program.

Editorial Reviews

Review

At last a book written for small businesses and nonprofits. Written in a warm and engaging style,and offering practical advice. -- Causemarketingforum.com 4/03

This book is required reading for every small business. I am more successful today because I took the author's advice. -- Arthur D. Neal, President AD Neal Assoc. 2/03

This book is required reading for every small business. I am more successful today because I took the authors advice. -- Arthur D. Neal, President AD Neal Assoc. 2/03

From the Publisher

This book is a simple,quick,easy to read book meant for those starting or operating a small business and/or a community nonprofit.

You will find profiles of several small businesses utilizing cause-related marketing with success.

There is a Foreward by Azriela Jaffe, author of Create Your Own Luck and Permission to Prosper as well as an Introduction by Dr. Louis Beccaria, President/CEO of Phoenixville Community Health Foundation.

This book is not meant for those with a broad knowledge of cause-related marketing.

See all Editorial Reviews

Product Details

• Paperback: 192 pages
• Publisher: Morpheus Pubns; 1st edition (March 2003)
• Language: English
• ISBN-10: 0971248613
• ISBN-13: 978-0971248618
• Product Dimensions: 8.8 x 6 x 0.5 inches
• Shipping Weight: 11.2 ounces
• Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #2,648,200 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Just what I needed, May 8, 2003

By A Customer

This review is from: Marketing From the Heart: A Guide to Cause Related Marketing for the Small Business (Paperback)

I found this book to be just what I was looking for. I am a small business owner in a relatively small community. I have used traditional advertising methods-print ads, local cable ads, even ads on shopping carts-with very little success. Simultaneously, I would occassionally donate services and small amounts of money to local causes and organizations. After hearing about the concept of cause-related marketing, I found Peggy Linial's book. Before reading the book, I had an idea of what cause-related marketing entailed, but wasn't sure sure how to utilize it in my specific business. This book provides examples of using CRM in a wide variety of businesses and includes excellent ideas for getting publicity for your CRM campaign/partnership and tips on interacting with members of the media. I also enjoyed the foreword by Azriela Jaffe, whose books on small business I previously found useful. Overall, Marketing from the Heart offered practical information that I have already begun to apply (and see results from) in my own business.

1 of 1 people found the following review helpful:

5.0 out of 5 stars A step by step guide, June 10, 2004

By 

Shel Horowitz "Shel Horowitz, author, Guerril... (Hadley, MA United States) - See all my reviews
(REAL NAME)   

This review is from: Marketing From the Heart: A Guide to Cause Related Marketing for the Small Business (Paperback)

Those of you who've read any of my marketing books know that I'm a great advocate of piggy-backing your marketing onto a worthwhile cause. The synergy this creates raises significant money for your chosen charity (often more than the group could raise through comparable efforts elsewhere) and at the same time generates both income and visibility for you. How cool is that?

Large corporations understand the wisdom of this approach, and many of them give quite generously to their affiliated causes--because they know it's good for business. But the manuals about corporate giving don't address the small entrepreneur who doesn't have tens of thousands to give.

Enter Peggy Linial.

Her book is an easy read, and it walks you through the whole process step by step: identifying appropriate charities that meet both your personal and business goals, learning how to say no to requests that don't meet your criteria, managing your interactions with the charity for maximum benefit on both sides, and turning your efforts into an ongoing fountain of marketing, publicity, and good will.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Finally!, May 1, 2003

By 

richie (Baltimore, MD) - See all my reviews

This review is from: Marketing From the Heart: A Guide to Cause Related Marketing for the Small Business (Paperback)

Working in a non profit arena I was ecstatic to read Ms. Linial's book. We are constantly trying to educate small community businesses about CRM. Most believe (incorrectly) that they must cough up dollars. Organizing an event using in kind gifts such as the example Ms. Linial gives with the senior facility is perfect. In kind giving is often a great option for the small cash strapped business who is unable to commit a portion of their profits.

This book is quick and easy to read and gives great examples. The worksheets for choosing a partner are also excellent. I recommend it for both businesses and non profits.