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Joe Waters

Joanna MacDonald

Cause Marketing For Dummies Paperback – August 9, 2011

by Joe Waters (Author), Joanna MacDonald (Author)

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Create a mutually beneficial partnership between nonprofit and for-profit enterprises

Cause marketing creates a partnership with benefits for both a nonprofit entity and a business. Written by an expert on cause marketing whose blog, SelfishGiving.com, is a key resource on the subject, this friendly guide shows both business owners and marketers for nonprofits how to build and sustain such a partnership using social media such as Facebook and Twitter. It covers new online tools, how to identify potential partners, tips on engaging your fans, and how to model a campaign on proven successes.

Cause marketing is not marketing a cause, but a partnership between business and nonprofit that benefits both
This guide offers an easy-to-understand blueprint for finding appropriate partners, planning and setting up a campaign using Facebook, Twitter, and blogs, measuring campaign success, and more
Explains online tools such as Quick Response Codes, services like Causon and The Point, and location marketing services including Foursquare, Whrrl, and Gowalla
Features case studies that illustrate successful campaign techniques

Cause Marketing For Dummies helps both businesses and nonprofits reap the benefits of effective cause marketing.

Print length

336 pages
Language

English
Publisher

For Dummies
Publication date

August 9, 2011
Dimensions

7.3 x 0.9 x 9.2 inches
ISBN-10

9781118011300
ISBN-13

978-1118011300
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Editorial Reviews

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

Learn to:

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

Joe Waters 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).

Product details

ASIN ‏ : ‎ 1118011309
Publisher ‏ : ‎ For Dummies; 1st edition (August 9, 2011)
Language ‏ : ‎ English
Paperback ‏ : ‎ 336 pages
ISBN-10 ‏ : ‎ 9781118011300
ISBN-13 ‏ : ‎ 978-1118011300
Item Weight ‏ : ‎ 1.33 pounds
Dimensions ‏ : ‎ 7.3 x 0.9 x 9.2 inches

Best Sellers Rank: #1,942,427 in Books (See Top 100 in Books)
- #1,214 in Nonprofit Organizations & Charities (Books)
- #2,090 in Web Marketing (Books)
- #2,712 in Business Ethics (Books)

Customer Reviews:
37 ratings

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Joe Waters
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Joe Waters has been working at the intersection of business, philanthropy, and marketing for twenty years. He writes one of the web's leading fundraising blogs, Selfishgiving.com. He's the author of three books: Fundraising with Businesses, Cause Marketing For Dummies and QR Codes for Dummies.
Joe is a popular speaker on cause marketing, corporate giving, social media, nonprofit branding and mobile technology. Learn more about Joe's speaking appearances at http://www.selfishgiving.com/speaking/
Joe's written for many publications, including Huffington Post, Forbes, Mediapost, Razoo's Inspiring Generosity, Nonprofit Quarterly, Chronicle of Philanthropy and Healthcare Philanthropy Journal.
He's been quoted in The New York Times, Reuters, INC.com, and The Nonprofit Times. He's also appeared on HuffPost Live.
To learn more about Joe, visit his biography board on Pinterest, http://www.pinterest.com/joewaters/about-joe-waters/
Joe lives in Massachusetts, has a wicked Boston accent and is - obviously - a Red Sox fan.
See more on the author's page
Joanna MacDonald
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Joanna MacDonald is Director of Cause Marketing at a leading Boston hospital. Joanna has been a featured speaker at a number of conferences on Cause Marketing and together with her co-author, Joe Waters, she has consulted other non profits on Cause Marketing best practices. She is also co-founder of SixFigureCauseMarketing.com and conducts regular webinars with Joe. However, her most important job is being mother to two young boys.
Joanna is a talk radio junkie who spends most of her non-working hours as an angry commuter now that she moved from her native South Boston to the 'burbs.
See more on the author's page

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Tania Mulry

Cause + Marketing is like Peanut Butter + Jelly

Reviewed in the United States 🇺🇸 on August 20, 2011

Verified Purchase

I'm usually pretty skeptical about the value of buying books about subject matters I live and breathe every day.

As a veteran marketer with a mobile/digital specialty, I was intrigued to see that mobile location-based marketing and social media were such a large focus of the book, and as a relatively new cause marketer and fan of Joe Water's Selfish Giving blog, I thought I should take the plunge and get the book to see how I could beef up in that area.

Honestly, there are so many great ideas in the book it is hard to pinpoint my favorites. I really didn't have a good grasp of some of the traditional and easy techniques employed by cause marketers - pinups and POS donation requests, for example, were something I saw every day, but never considered exploring. However, the new media techniques are covered so well in this book that anyone who wants to learn how to apply social media, group buying, or mobile techniques to their arsenal will have have an incredible guidebook. Even folks who just want to understand these topics without the cause angle would benefit from the step by step directions and guidance included here.

If you find yourself evangelizing cause marketing in your organization (on the cause or brand side), you will be able to gather so many pitch perfect reasons to pursue cause marketing and so many great examples of cause marketing done well or horribly that you'll be totally prepared for convincing your key stakeholders to invest effort in this area.

I know I've picked up some choice phrases and concepts from Joe Waters and Joanna MacDonald and plan to sprinkle them liberally in all of my future discussions with brands about cause marketing.

Get the book, read it, keep it close for future reference. Highly recommended!

Helpful

Slcornett

You've found it! The definitive guide to getting started in cause marketing!

Reviewed in the United States 🇺🇸 on August 8, 2011

Verified 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.

3 people found this helpful

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Bruce Burtch

Best darn book ever on cause marketing!

Reviewed in the United States 🇺🇸 on September 9, 2011

Verified 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.

One person found this helpful

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Eileen

The book to read when you don't know where to start.

Reviewed in the United States 🇺🇸 on August 10, 2011

Verified 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?

5 people found this helpful

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Cause Marketing For Dummies Paperback – August 9, 2011

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Cause Marketing For Dummies

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Joanna MacDonald

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