Cause Marketing For Dummies
By Joe Waters, Joanna MacDonald
Publisher: Wiley / For Dummies
Final Release Date: July 2011
Pages: 288

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

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