Cause Marketing for Nonprofits

Informationen zum Autor JOCELYNE DAW is Vice President, Enterprises, at Glenbow Museum in Calgary, Alberta, one of Canada's largest and most entrepreneurial museums. Jocelyne is a recognized leader in creating cause marketing partnerships and social ventures for nonprofit organizations (recognized by the American Association of Marketing). She has actively used cause marketing as an important mission-based marketing and fundraising tool to advance community needs and programs in support of the environment, heritage, health care, arts, and culture. In 1988, Daw was National Executive Director for the Canadian Parks Partnership where she helped pioneer a national cause-related marketing program to raise money and awareness, and encourage citizen engagement for Canada's national parks and historic sites. She is a frequent presenter, mentor, and teacher on the subject of cause marketing. For more information visit www.causemarketing.ca. Klappentext "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 CanadaThe definitive hands-on guide to cause marketing for nonprofitsWhen 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. Zusammenfassung "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 CanadaThe definitive hands-on guide to cause marketing for nonprofitsWhen 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 em...

Autorentext
JOCELYNE DAW is Vice President, Enterprises, at Glenbow Museum in Calgary, Alberta, one of Canada's largest and most entrepreneurial museums. Jocelyne is a recognized leader in creating cause marketing partnerships and social ventures for nonprofit organizations (recognized by the American Association of Marketing). She has actively used cause marketing as an important mission-based marketing and fundraising tool to advance community needs and programs in support of the environment, heritage, health care, arts, and culture. In 1988, Daw was National Executive Director for the Canadian Parks Partnership where she helped pioneer a national cause-related marketing program to raise money and awareness, and encourage citizen engagement for Canada's national parks and historic sites. She is a frequent presenter, mentor, and teacher on the subject of cause marketing. For more information visit www.causemarketing.ca.

Klappentext
"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.

Inhalt
Foreword, Carol Cone. 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 S…

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