Cause Marketing For Dummies (eBook)

Joe Waters, Joanna MacDonald (Autoren)

eBook Download: PDF

2011 | 1. Auflage
336 Seiten
John Wiley & Sons (Verlag)
978-1-118-11904-4 (ISBN)

Infos

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.

Autor

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).

Inhalt

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

Produkt-Details

• Erscheint lt. Verlag: 5.7.2011
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management
• Schlagworte: Business & Management • Strategic Marketing • Strategisches Marketing • Wirtschaft u. Management
• ISBN-10: 1-118-11904-5 / 1118119045
• ISBN-13: 978-1-118-11904-4 / 9781118119044