Cause Marketing for Dummies

1. Auflage 2011
ISBN: 978-1-118-01130-0
Verlag: FOR DUMMIES

Buch, Englisch, 336 Seiten, Format (B × H): 187 mm x 233 mm, Gewicht: 504 g

Reihe: For Dummies

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.

Autoren/Hrsg.

Waters, Joe

MacDonald, Joanna

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Literatur für Manager
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Introduction 1

Part I: Getting Started with Cause Marketing 7

Chapter 1: Getting to Know What Cause Marketing Is All About 9

Chapter 2: Launching a Successful Cause Marketing Program 25

Chapter 3: What a Beautiful Couple You Make! Finding the Right Partner 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 Program 113

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

Chapter 8: Working with Purchase or Action-Triggered Donation Programs 137

Part IV: Taking Your Cause Marketing Program Online 149

Chapter 9: Taking Your Cause Marketing Program Online 151

Chapter 10: The Next Frontier: Location-Based Cause Marketing 187

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 Take Credit For 281

Chapter 17: Ten Ways to Nail Your Next Cause Marketing Presentation 291

Index 299

Über Autor(innen)

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).