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-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.
-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.
Acknowledgments.
Introduction: My Journey, Partner for Purpose, Passion, and Profit.
PART I: THE CAUSE-MARKETING MOVEMENT.
Chapter 1. The New Corporate-Nonprofit Engagement.
Cause Marketing: A Turning Point in Corporate-Nonprofit Relationships.
An Essential New Link for Corporate-Nonprofit Engagement.
Achieve Mission, Generate Revenue, and Other Benefits.
Value of Cause Marketing.
Cause-Related Marketing Internationally.
Conclusions.
Chapter 2. Integrating Value and Values.
Cause Marketing Defined.
Cause Marketing Is Marketing, So a Few Vital Facts.
Trends Driving Cause Marketing.
Corporate Drivers.
Nonprofit Drivers.
Conclusion.
Chapter 3. Evolution of Cause Marketing.
Evolution of Cause Marketing.
Sales Phase.
Customer Loyalty Phase.
Branding Phase.
Corporate Social Responsibility Phase.
Nonprofit Driven Branding.
Conclusion.
PART II: CAUSE-MARKETING INITIATIVES: THE SEVEN P'S: BEST PRACTICES CASE STUDIES.
Chapter 4. Cause-Marketing Products.
Product Sales.
Purchase Plus: Making Giving Easy.
Licensing: Using Nonprofit Logos, Brand Identities, and Assets.
Conclusions.
Chapter 5. Cause-Marketing Issue Promotions.
Finding the Synergistic Fit.
Conclusion.
Chapter 6. Cause-Marketing Programs.
Cobranded Events.
Cobranded Programs.
Social (Public Service) Marketing Programs.
Conclusions.
PART III: GETTING IT RIGHT: FRAMEWORK FOR SUCCESS.
Chapter 7. Creating a Cause-Marketing Orientation: Cause Preparedness.
Determining Organizational Goals and Assets.
Platform: The Big Simple Idea.
Determine Targets for Cause-Marketing Approach.
A Lucky Internally Prepare and Align the Organization.
One Last Thing About Causes.
Conclusion: The First Step Is Creating a Cause-Marketing Orientation.
Chapter 8. Building the Cause-Marketing Program: Collaboration, Combining Assets, Creating Value.
Build the Cause-Marketing Program.
Collaboration: Strategic Partner Alignment.
Combine Assets and Aim for Maximum Benefit.
Creating Value: Determine for Both Partners.
Conclusion.
Chapter 9. Implementing the Cause-Marketing Program: Execution and Corporate and Community Outcomes.
Execution and Outcomes.
Implementing the Cause Program.
Execute: Relationship Management and Delivery.
Communicate: Internally and Externally.
Cause-Marketing Goals Achieved: Community and Corporate Outcomes.
Conclusions.
PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES.
Chapter 10. National Organizations: American Heart Association and First Book.
Building the Cause-Marketing Program.
Implementing the Program.
Cause Goals Achieved.
Final Thoughts and Advice.
"Dr. Seuss The Cat in the Hat Challenge" Promotional Cause-Marketing Initiative.
Building on a Cause-Marketing Orientation.
Building the Cause-Marketing Program.
The Big Simple Idea-with Turnkey Execution!
Implementing the Cause-Marketing Program.
Corporate and Community Goals Achieved.
Chapter 11. Local Organizations: Food Bank (New York City) and Canadian Cancer Society (Vancover Island Region, British Columbia and Yukon District).
NYC BANK-TO-BANK PARTNERSHIP: COBRAND CAUSE-MARKETING PROGRAM INITIATIVE.
Creating a Cause-Marketing Orientation.
Building the Cause-Marketing Program.
Implementing the Cause-Marketing Program.
Cause-Marketing Goals Achieved.
Creating a Cause-Marketing Orientation.
Building a Cause-Marketing Program.
Implementing the Cause-Marketing Program.
Goals Achieved.
Chapter 12. Cause-Marketing Principles and Cautions: Seven Golden Rules, Seven Deadly Sins.
Principles: The Seven Golden Rules of Cause Marketing.
Cautions: Seven Deadly Sins.
Conclusion.
Final Thoughts.
Partner for Purpose, Passion, and Profits.
The Way Forward.
Erscheinungsjahr: | 2006 |
---|---|
Fachbereich: | Werbung & Marketing |
Genre: | Importe, Wirtschaft |
Rubrik: | Recht & Wirtschaft |
Medium: | Buch |
Inhalt: | 312 S. |
ISBN-13: | 9780471717508 |
ISBN-10: | 0471717509 |
Sprache: | Englisch |
Einband: | Gebunden |
Autor: | Daw, Jocelyne |
Hersteller: |
Wiley
John Wiley & Sons |
Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
Maße: | 260 x 183 x 22 mm |
Von/Mit: | Jocelyne Daw |
Erscheinungsdatum: | 01.03.2006 |
Gewicht: | 0,794 kg |
Acknowledgments.
Introduction: My Journey, Partner for Purpose, Passion, and Profit.
PART I: THE CAUSE-MARKETING MOVEMENT.
Chapter 1. The New Corporate-Nonprofit Engagement.
Cause Marketing: A Turning Point in Corporate-Nonprofit Relationships.
An Essential New Link for Corporate-Nonprofit Engagement.
Achieve Mission, Generate Revenue, and Other Benefits.
Value of Cause Marketing.
Cause-Related Marketing Internationally.
Conclusions.
Chapter 2. Integrating Value and Values.
Cause Marketing Defined.
Cause Marketing Is Marketing, So a Few Vital Facts.
Trends Driving Cause Marketing.
Corporate Drivers.
Nonprofit Drivers.
Conclusion.
Chapter 3. Evolution of Cause Marketing.
Evolution of Cause Marketing.
Sales Phase.
Customer Loyalty Phase.
Branding Phase.
Corporate Social Responsibility Phase.
Nonprofit Driven Branding.
Conclusion.
PART II: CAUSE-MARKETING INITIATIVES: THE SEVEN P'S: BEST PRACTICES CASE STUDIES.
Chapter 4. Cause-Marketing Products.
Product Sales.
Purchase Plus: Making Giving Easy.
Licensing: Using Nonprofit Logos, Brand Identities, and Assets.
Conclusions.
Chapter 5. Cause-Marketing Issue Promotions.
Finding the Synergistic Fit.
Conclusion.
Chapter 6. Cause-Marketing Programs.
Cobranded Events.
Cobranded Programs.
Social (Public Service) Marketing Programs.
Conclusions.
PART III: GETTING IT RIGHT: FRAMEWORK FOR SUCCESS.
Chapter 7. Creating a Cause-Marketing Orientation: Cause Preparedness.
Determining Organizational Goals and Assets.
Platform: The Big Simple Idea.
Determine Targets for Cause-Marketing Approach.
A Lucky Internally Prepare and Align the Organization.
One Last Thing About Causes.
Conclusion: The First Step Is Creating a Cause-Marketing Orientation.
Chapter 8. Building the Cause-Marketing Program: Collaboration, Combining Assets, Creating Value.
Build the Cause-Marketing Program.
Collaboration: Strategic Partner Alignment.
Combine Assets and Aim for Maximum Benefit.
Creating Value: Determine for Both Partners.
Conclusion.
Chapter 9. Implementing the Cause-Marketing Program: Execution and Corporate and Community Outcomes.
Execution and Outcomes.
Implementing the Cause Program.
Execute: Relationship Management and Delivery.
Communicate: Internally and Externally.
Cause-Marketing Goals Achieved: Community and Corporate Outcomes.
Conclusions.
PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES.
Chapter 10. National Organizations: American Heart Association and First Book.
Building the Cause-Marketing Program.
Implementing the Program.
Cause Goals Achieved.
Final Thoughts and Advice.
"Dr. Seuss The Cat in the Hat Challenge" Promotional Cause-Marketing Initiative.
Building on a Cause-Marketing Orientation.
Building the Cause-Marketing Program.
The Big Simple Idea-with Turnkey Execution!
Implementing the Cause-Marketing Program.
Corporate and Community Goals Achieved.
Chapter 11. Local Organizations: Food Bank (New York City) and Canadian Cancer Society (Vancover Island Region, British Columbia and Yukon District).
NYC BANK-TO-BANK PARTNERSHIP: COBRAND CAUSE-MARKETING PROGRAM INITIATIVE.
Creating a Cause-Marketing Orientation.
Building the Cause-Marketing Program.
Implementing the Cause-Marketing Program.
Cause-Marketing Goals Achieved.
Creating a Cause-Marketing Orientation.
Building a Cause-Marketing Program.
Implementing the Cause-Marketing Program.
Goals Achieved.
Chapter 12. Cause-Marketing Principles and Cautions: Seven Golden Rules, Seven Deadly Sins.
Principles: The Seven Golden Rules of Cause Marketing.
Cautions: Seven Deadly Sins.
Conclusion.
Final Thoughts.
Partner for Purpose, Passion, and Profits.
The Way Forward.
Erscheinungsjahr: | 2006 |
---|---|
Fachbereich: | Werbung & Marketing |
Genre: | Importe, Wirtschaft |
Rubrik: | Recht & Wirtschaft |
Medium: | Buch |
Inhalt: | 312 S. |
ISBN-13: | 9780471717508 |
ISBN-10: | 0471717509 |
Sprache: | Englisch |
Einband: | Gebunden |
Autor: | Daw, Jocelyne |
Hersteller: |
Wiley
John Wiley & Sons |
Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
Maße: | 260 x 183 x 22 mm |
Von/Mit: | Jocelyne Daw |
Erscheinungsdatum: | 01.03.2006 |
Gewicht: | 0,794 kg |