Waters / MacDonald Cause Marketing For Dummies

1. Auflage 2011
ISBN: 978-1-118-11906-8
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten, E-Book

Create a mutually beneficial partnership between nonprofit andfor-profit enterprises
Cause marketing creates a partnership with benefits for both anonprofit entity and a business. Written by an expert on causemarketing whose blog, SelfishGiving.com, is a key resource on thesubject, this friendly guide shows both business owners andmarketers for nonprofits how to build and sustain such apartnership using social media such as Facebook and Twitter. Itcovers new online tools, how to identify potential partners, tipson engaging your fans, and how to model a campaign on provensuccesses.
* Cause marketing is not marketing a cause, but a partnershipbetween business and nonprofit that benefits both
* This guide offers an easy-to-understand blueprint for findingappropriate partners, planning and setting up a campaign usingFacebook, Twitter, and blogs, measuring campaign success, andmore
* Explains online tools such as Quick Response Codes, serviceslike Causon and The Point, and location marketing servicesincluding Foursquare, Whrrl, and Gowalla
* Features case studies that illustrate successful campaigntechniques
Cause Marketing For Dummies helps both businesses andnonprofits reap the benefits of effective cause marketing.

Autoren/Hrsg.

Waters, Joe

MacDonald, Joanna

Inhaltsverzeichnis

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

Über Autor(innen)

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).