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Daw, Jocelyne:
Cause Marketing for Nonprofits
Partner for Purpose, Passion, and Profits (AFP Fund Development Series)
Preis:
€ 57,90
Reihe: The AFP/Wiley Fund Development Series, Einband: Gb
Auflage: 1. Auflage
Verlag: John Wiley & Sons
Erscheinungsdatum: 05/2006
Seiten: 312 S.
ISBN-10: 0-471-71750-9
ISBN-13: 978-0-471-71750-8
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Gemeinnützige Org., Management & Führung | Hotelgewerbe, Gastronomie u. Touristik | Wirtschaft |
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Beschreibung
"A must-read for anyone interested in or involved with charity marketing. Jocelyne Daw has captured the subject in an informative and highly readable fashion. Great case studies and hands-on examples of how to navigate the challenging world of social philanthropy."
-Harry A. Abel Vice President, Development and Strategic Alliances National Mental Health Association, Alexandria, Virginia
"Finally, a comprehensive look at the tremendous value of strategic partnerships between for-profit and nonprofit organizations. This is a book for anyone who wants to understand what it takes to successfully embrace cause marketing in your organization."
-Sue Tomney Vice-President, Membership, Communications, and Marketing Imagine Canada
The definitive hands-on guide to cause marketing for nonprofits
When first launched over twenty-five years ago, cause marketing was viewed as a fledgling idea. Today, it is a global phenomenon that has developed into a new way for businesses and nonprofit causes to partner to achieve mutual benefits. Done with care and thought, cause marketing can be a powerful tool to help nonprofit organizations achieve their mission, build their brand, generate revenue, increase awareness, engage individuals, change behavior and attitudes, and make a difference in their community. It can help companies increase their bottom line, attract employees, create pride, appeal to customers and stakeholders, and secure the license they need to operate in many markets. Cause Marketing for Nonprofits provides the insights and tools needed to successfully partner for purpose, passion, and profits.
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Inhalt
Introduction: My Journey, Partner for Purpose, Passion, and Profit.
Foreword By Carol Cone.
Acknowledgements.
PART I: THE CAUSE MARKETING MOVEMENT.
Chapter 1. The New Corporate-Nonprofit Engagement.
Chapter 2. Integrating Value And Values.
PART II: CAUSE MARKETING INITIATIVES: BEST PRACTISES CASE EXAMPLE
Chapter 3. Evolution Of Cause Marketing
Chapter 4. Products: Product Sales, Purchase Plus, Licensed Products
Chapter 5. Promotions: Issue Promotions.
Chapter 6. Cause Marketing Programs.
PART III: GETTING IT RIGHT - CAUSE MARKETING FRAMEWORK.
Chapter 7. Creating A Cause Marketing Orientation: Cause Preparedness.
Chapter 8. Building The Cause Marketing Program: Collaboration; Combining Assets; Creating Value.
Chapter 9. Implementing the Cause Marketing Program: Execution; Corporate and Community Outcomes.
PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES.
Chapter 10. National Organizations: American Heart Association and First Book American heart associatin and National Cause Partners Macy's and Pfizer: "Go Red for Women" Cause Marketing Campaign.
Chapter 11. Local Organizations: Food Bank (New York City) and Canadian Cancer Society (British Columbia and Yukon District).
Case Study: Food Bank for New York City and NYC Banks and Financial Institutions.
Case Study: Canadian Cancer Society and Daffodil Cause Marketing Product Sales.
Chapter 12. Cause Marketing Principles And Cautions: Seven Golden Rules, Seven Deadly Sins.
Final Thoughts.
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