Customer Reviews

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

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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.

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.

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.

While Ms. Linial has some good ideas about small business publicity and event sponsorship, her knowledge of cause-related marketing (CRM) is severly limited. As Ms. Linial correctly points out, most CRM efforts are the province of big business. A book about small business involvement was (and still is) sorely needed.

Unfortunately, this book is poorly researched and misrepresents the basic concept. Cause-related marketing motivates customers on the basis of what the business WILL do (donate a percentage of sales), not on the basis of something done in the past (sponsored an event). More than half of the illustrations used were not appropriate to the title of the book.

When I reached the bibliography, I understood why. She had performed very little actual research.

I am a huge fan of this marketing technique and really looked forward to the book's arrival. While the book is not without merit for its price, it's of little value to those truly interested in the potential of cause-related marketing.