Cause Marketing For Dummies

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

Introduction 1

Part I: Getting Started with Cause Marketing 7

Chapter 1: Getting to Know What Cause Marketing Is All About9

Chapter 2: Launching a Successful Cause Marketing Program 25

Chapter 3: What a Beautiful Couple You Make! Finding the RightPartner 51

Chapter 4: Making Your Best Qualities Work for You 69

Part II: Promoting Your Cause Marketing Plan 79

Chapter 5: Selling Cause Marketing Programs 81

Chapter 6: Closing the Deal 99

Part III: Implementing Your Cause Marketing Program113

Chapter 7: Implementing Your Point–of–Sale Program 115

Chapter 8: Working with Purchase or Action–Triggered DonationPrograms 137

Part IV: Taking Your Cause Marketing Program Online149

Chapter 9: Taking Your Cause Marketing Program Online 151

Chapter 10: The Next Frontier: Location–Based Cause Marketing187

Part V: Expanding Your Cause Marketing Plan 207

Chapter 11: Measuring and Building on Your Success 209

Chapter 12: Exploring Other Cause Marketing Resources 231

Part VI: The Part of Tens 251

Chapter 13: The Ten Commandments of Cause Marketing 253

Chapter 14: Ten Common Cause Marketing Mistakes to Avoid 263

Chapter 15: Ten Low–Budget Cause Marketing Ideas 271

Chapter 16: Ten Cause Marketing Campaigns We Wish We Could TakeCredit For 281

Chapter 17: Ten Ways to Nail Your Next Cause MarketingPresentation 291

Index 299

Joe Waters is a well–respected authority on cause marketingand social media for companies and causes. He writes the web′sleading cause marketing blog Selfish Giving(http://selfishgiving.com).

Joanna MacDonald leads a cause marketing team at a Bostonhospital. With Joe, she is founder of the Six Figure CauseMarketing training program(http://sixfigurecausemarketing.com).