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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
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.
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Seitenzahl: 419
Veröffentlichungsjahr: 2011
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Cause Marketing For Dummies®
Visit www.dummies.com/cheatsheet/causemarketing to view this book's cheat sheet.
Table of Contents
Cause Marketing For Dummies®
by Joe Waters & Joanna MacDonald
Cause Marketing For Dummies®
Published byWiley Publishing, Inc.111 River St.Hoboken, NJ 07030-5774www.wiley.com
Copyright © 2011 by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
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For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
For technical support, please visit www.wiley.com/techsupport.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.
Library of Congress Control Number: 2011932267
ISBN: 978-1-118-01130-0 (pbk); ISBN: 978-1-118-11904-4 (ebk); ISBN: 978-1-118-11905-1 (ebk); ISBN: 978-1-118-11906-8 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
About the Authors
Joe Waters: Joe Waters is a leading expert on cause marketing and social media for nonprofits. He’s the blogger behind the web’s No. 1 cause marketing blog, Selfishgiving.com. Since 2004, he has shared his experiences and insights on how small companies and causes can raise money and awareness with cause marketing on a shoestring budget. Joe’s the director of cause marketing for a Boston hospital where he manages a team of sales, event, and marketing professionals that develop cause marketing programs with local and national companies. A sought-after commentator on the subject, Joe is a regular speaker at Cause Marketing Forum’s annual conference. He’s contributor to The Chronicle of Philanthropy and Care2.com’s Trailblazers for Good and has been featured in the Association for Healthcare Philanthropy Journal, Mashable.com, INC.com, and the Stanford Social Innovation Review.
Joanna MacDonald: Joanna works alongside Joe and is a senior member of the cause marketing team at a Boston hospital where she focuses on cause marketing sales and operations. She specializes in third-party partnerships and cause marketing events and is the yang to Joe’s ying! Joanna’s long career in nonprofit and for-profit work include stints at the United Way, Cablevision, and Greater Boston Chamber of Commerce. With Joe, she is the cofounder of SixFigureCauseMarketing.com, a training program for causes that want to launch effective and lucrative cause marketing campaigns.
Dedication
This book is dedicated to all the causes from whom we’ve learned so much about cause marketing, and to all the companies that helped make our programs so successful. We are honored to have learned and worked with them.
Authors’ Acknowledgments
We’re very thankful to Wiley Publishing for giving two new authors the chance to write a For Dummies book on such a great topic like cause marketing, which seems to be on every company’s and nonprofit’s to-do list.
Amy Fandrei, our acquisition editor at Wiley, expertly guided us through the process of becoming Wiley authors. Throughout the writing of the book, she offered advice, insight, direction, and even comfort. She was always upbeat and only knew one direction: straight ahead. Thank you, Amy.
Kelly Ewing, our editor at Wiley, made writing this book a lot easier. And the prose you’ll find in it is much better because of her. Every writer needs a good editor. Ours was Kelly.
Kelly wasn’t our only editor. We also needed a technical editor who knew and understood the topic as well as we did and could flag something that needed more explaining, tell us when we were incorrect, or just plain wrong! This heavy task fell to Portland-based cause marketer Megan Strand, a consultant with InCouraged Communication, who did an excellent job providing feedback and helping us produce a much better book.
We couldn’t have written this book without access to some basic resources.
My friend and colleague David Hessekiel at Cause Marketing Forum was a wonderful resource. We found much of the information we needed right on his fantastic website (www.causemarketingforum.com).
Another tremendous resource was Cone LLC, a leading cause marketing agency based in our hometown of Boston. Its thought leadership on cause marketing is well known and respected. It’s also reflected in the research and studies on cause marketing it frequently shares with the world. Having Cone to turn to was like having our own cause marketing research team a phone call or tweet away! We especially want to thank Sarah Kerkian from Cone’s Insights Group for all her help.
Finally, we want to thank our families for their support while we wrote this book. While they didn’t contribute directly to the research, writing, or editing of the book, they nourished the project with their love, sacrifice, and encouragement. Their patience allowed us to harness passion to prose and produce the book you now hold in your hands.
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments through our online registration form located at www.dummies.com/register/.
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial, and Media Development
Project Editor: Kelly Ewing
Acquisitions Editor: Amy Fandrei
Technical Editor: Megan Strand
Editorial Manager: Jodi Jensen
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
Project Coordinator: Patrick Redmond
Layout and Graphics: Joyce Haughey, Lavonne Roberts, Corrie Socolovitch
Proofreader: John Greenough, Lauren Mandelbaum, Evelyn Wellborn
Indexer: Cheryl Duksta
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Diane Graves Steele, Vice President and Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Introduction
We both entered the workforce about the same time in the early 1990s. Joanna worked in the community relations department of a cable company, and Joe did fundraising for the Muscular Dystrophy Association. Despite being in different organizations with different responsibilities, we both found ourselves at the intersection of marketing, philanthropy, and business.
We had a lot of different names for what we did. Corporate giving. Sponsorship. Community relations. Neither of us thought to call our work cause marketing, a practice that had only been around a decade. Only in the late ’90s did we begin to view ourselves as cause marketers and truly understand this new, dynamic field.
About This Book
Today, cause marketing is on the tongue of just about every cause and company you talk to — and rightfully so. An industry that saw just $120 million in spending in 1990 is now projected to be at $1.7 billion in spending in 2011, according to the latest IEG Sponsorship Report.
But the growth in cause marketing has been uneven, as it generally hasn’t included the small companies and causes that are the backbone of American business. This book looks to correct this issue by focusing on three major themes:
Traditional cause marketing, such as point-of-sale and purchase- and action-triggered donation programs, which companies and causes of any size can execute.
The introduction of social media and how it can be effectively combined with cause marketing to level the playing field with larger competitors, raise money, and build awareness.
The future of cause marketing and how it’s unfolding with mobile technology and location-based services, such as Foursquare, Facebook Places, and Gowalla. These developments promise further advantages for smaller companies and causes, if they will only embrace them.
More than anything else, this book is about what works now or what will work in cause marketing in the years ahead. We speak from experience; we’ve personally tested most of the things we talk about. We’re also confident that what did work for us is not a fluke. The tactics, tips, suggestions, and insights we offer can be repeated by anyone and produce the same successful results.
If your goal was to pick up a book that was practical, actionable, tested, and detailed, you’ve come to the right place.
Conventions Used in This Book
For us, cause marketing is not the marketing of causes, as it is for some people. Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit. This book is about win-win partnerships between companies and causes.
We wrote this book with causes and companies in mind, but specific sections address issues that are unique to businesses and nonprofits. Both have challenges and opportunities. And while they share much in common, there are times when we treat them separately.
The fact that companies and causes are so different is one of the reasons their partnerships are so strong. They complement and complete each other. That’s why treating them as one and the same would be a mistake to our readers and a disservice to these powerful partnerships.
Throughout this book, we include URLs (web addresses) where you can go to find out more information relating to cause marketing. You can easily identify these links because they appear in a different font — for example, www.dummies.com.
Foolish Assumptions
As we were writing this book, we pictured small companies and causes staring awestruck at the cause marketing campaigns executed by their larger counterparts. Although these companies were impressed, they were frustrated that such success was well out of their reach.
But we’re passionate that these causes and small companies have the same ability to execute successful programs as the larger organizations do, if they only had someone to teach them how. That’s what we’re here to do.
As we wrote this book, we made the following main assumptions about you, the reader:
If you’re a cause, you’re looking for a new way to raise money and build awareness. If you’re a company, you want to help good causes and give yourself a powerful competitive edge.
You’re open to a new way of thinking about how causes and companies work together. Cause marketing is not philanthropy, corporate giving, or sponsorship. Are you ready to wear a new hat?
Your interest extends beyond causes and companies and how technology, social media, and location-based services will drive cause marketing in the months and years ahead. Hey, you’re a hipster and follow the coolest trends!
How This Book Is Organized
This book is made up of six parts that introduce you to the traditional world of cause marketing (for example, point-of-sale, purchase-triggered donations, message promotion) and the online cause marketing world that is emerging with social media and location-based services.
Part I: Getting Started with Cause Marketing
Part I is all about getting you up to speed on what cause marketing is (and isn’t) and choosing the right approach for your cause or company. This part also looks at what no cause marketing program can do without — a partner. We explore how partners are not so much found as they are detected. Finally, we show you how you can make your best qualities work for you. Like good partners, assets are uncovered, not discovered.
Part II: Promoting Your Cause Marketing Plan
Part II covers the actual selling of your cause marketing program. We take you from making the initial phone call and dealing with gatekeepers to the meeting and using PowerPoint effectively. (Don’t worry: We don’t leave you hanging at the slideshow!) We take you to the most important step — the close.
Part III: Implementing Your Cause Marketing Program
Part III begins with a look at the best type of cause marketing, point-of-sale. We show you how to create a timeline; work with operations staff; and how to navigate your printing and shipping options. Taking your cause marketing program from the back office to the storefront, we look at the key role managers and cashiers play in your success and how to maximize their involvement. Lastly, we switch gears and look at creating and executing the second major cause marketing strategy, purchase- and action-triggered donations.
Part IV: Taking Your Cause Marketing Program Online
The web, social media, and location-based services will play a key role in the growth and development of cause marketing. Part IV examines how group buying services, question-and-answer sites, and Facebook Likes, among other online tools, are creating new opportunities for win-win partnerships and are making cause marketing more transparent and ubiquitous than ever.
Part V: Expanding Your Cause Marketing Plan
Part V takes your cause marketing program to the next level. We explain how to build on your first program, even when you hit a few bumps on the road with your new partner. We also look at advanced cause marketing strategies: tapping the power of events, celebrities, text-to-give, and third-party partners.
Part VI: The Part of Tens
Like all For Dummies books, this one has a Part of Tens. These chapters list the ten commandments of cause marketing, ten mistakes to avoid, ten low-budget cause marketing ideas, ten cause marketing programs we wish we could take credit for, and ten ways to nail your next cause marketing presentation. Phew! We love lists of ten! And we think you’ll agree with us that some of the most important advice in the book is found in this easy-to-read and helpful section.
Icons Used in This Book
The little pictures (called icons) you see in the margins throughout this book emphasize a point to remember, a danger to be aware of, or information that we think you may find helpful or will make a task easier. Here’s what each of those icons mean:
Tips are bits of information that you may find useful or that make something you need to do easier.
We use this icon to point out situations that can get you into trouble.
When you see this icon, take special note of the information so that you remember it later.
If you’re a business owner interested in cause marketing, you’ll want to watch for these icons. We wrote this text especially for you.
Where to Go from Here
You don’t have to read this book front to back, but you may want to. As much as possible, we follow a chronological progression with Cause Marketing For Dummies that takes you through the steps of creating and executing a cause marketing program.
Of course, the great thing about this book, and For Dummies books in general, is that each chapter stands alone, so you can use this book as a reference. The detailed table of contents is a big help in finding the specific information you’re seeking.
Not sure where to begin? If you’re new to cause marketing, start with Chapter 1 so that you can fully understand what cause marketing is and how our perspective on it may be different from how others have talked about it. If you aren’t interested in one particular aspect of cause marketing, then you can proceed sequentially as we begin with basic offline strategies and move to more advanced campaigns involving social media and location-based services.
If you’re somewhat familiar with transactional cause marketing and are fortunate to already have a partner to work with, you can skip the first few chapters and jump into the cause marketing tactics that might make sense for a partnership program.
If you’re interested more in the future of cause marketing and the direction it will take in the years to come, or if you are just looking for some quick tips, resources, or inspiration, start with Part V.
Please note that some special symbols used in this eBook may not display properly on all eReader devices. If you have trouble determining any symbol, please call Wiley Product Technical Support at 800-762-2974. Outside of the United States, please call 317-572-3993. You can also contact Wiley Product Technical Support at www.wiley.com/techsupport.
Part I
Getting Started with Cause Marketing
In this part . . .
Part I lays the foundation for cause marketing success by explaining what cause marketing is, the different types of tactics, and how to find what every program needs: a partner. We also show you how you can maximize the success of your program with training, motivation, and incentives.
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
