Cause Marketing For Dummies
By Joe Waters, Joanna MacDonald
Publisher: Wiley / For Dummies
Final Release Date: July 2011
Pages: 336

Cause marketing benefits nonprofit and for-profit enterprisesalike —make it work for you!

At the intersection of marketing, philanthropy, and businesslies the exciting and rewarding field of cause marketing.Maybeyou've been doing cause marketing for awhile and didn't knowit had a name. Maybe you're ready to explore a new technique. Maybeyou're seeking support for your cause or a competitive edge foryour business. You'll find the answers here!

  • For nonprofits — discover new and effective ways to raisefunds and build awareness for your cause

  • For companies — see how supporting a good cause provides apowerful competitive edge

  • Choose your partner — learn strategies for finding thatperfect partner

  • Close the deal — brush up on your closing skills, giveyour prospect plenty of reasons to say "yes," and learn to handle"no"

  • Traditional and more — explore such techniques aspoint-of-sale, purchase-triggered donations, employee volunteerprograms, and texting promotions

  • Make it mobile — examine the opportunities offered bysmartphones, QR codes, and location-based services like Foursquareand Facebook Places

  • Keep building — learn how to measure and build on thesuccess 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 buildawareness

  • Measure and build on your cause marketing success

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