Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

How to find your cause, create winning campaigns—and keep the cynics at bay! Good Works! shows how businesses can do well by doing good, with contemporary examples from across America and around the world. Companies featured include: General Electric IBM Nike Seventh Generation Starbucks Ben & Jerry′s Whole Foods Market Johnson & Johnson Campbell Soup Company Bristol–Myers Squibb Mattel McDonald′s AT&T Wireless Target Chipotle Mexican Grill DuPont First Response Macy′s Farmers Insurance Food Network Pearson Marks and Spencer General Mills LensCrafters TOMS Shoes Sainsbury′s Avon Pedigree Procter & Gamble Subaru TELUS Kraft Foods SUBWAY Levi′s Best Buy Energizer Allstate Clorox Miron Construction V/Line Lowe′s Anglian Water PepsiCo The Boston Beer Company Western Union Pfizer ConAgra Foods Sellen Construction FedEx Patagonia Coca–Cola Microsoft

Acknowledgments v I Introduction 1 1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3 2 Six Social Initiatives for Doing Well by Doing Good 21 II Marketing Driven Initiatives: Growing Sales and Engaging Customers 47 3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49 4 Cause–Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82 5 Corporate Social Marketing: Supporting Behavior Change Campaigns 111 III Corporate–Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives 139 6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141 7 Community Volunteering: Employees Donating Their Time and Talents 158 8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177 IV Offense and Defense 197 9 Offense: Choosing a Social Problem to Alleviate 199 10 Offense: Selecting a Social Initiative to Support the Cause 206 11 Offense: Developing Social Initiative Programs 211 12 Offense: Evaluating Efforts 217 13 Summary of Best Practices 223 14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228 V For Nonprofits and Public Sector Agencies Only 237 15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239 Notes 253 Index 277

PHILIP KOTLER is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF's programs and publications. A Forbes, MediaPost and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences. NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.