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Full Description
Create a mutually beneficial partnership between nonprofit and for-profit enterprises Cause marketing creates a partnership with benefits for both a nonprofit entity and a business. Written by an expert on cause marketing whose blog, SelfishGiving.com, is a key resource on the subject, this friendly guide shows both business owners and marketers for nonprofits how to build and sustain such a partnership using social media such as Facebook and Twitter. It covers new online tools, how to identify potential partners, tips on engaging your fans, and how to model a campaign on proven successes.* Cause marketing is not marketing a cause, but a partnership between business and nonprofit that benefits both * This guide offers an easy-to-understand blueprint for finding appropriate partners, planning and setting up a campaign using Facebook, Twitter, and blogs, measuring campaign success, and more * Explains online tools such as Quick Response Codes, services like Causon and The Point, and location marketing services including Foursquare, Whrrl, and Gowalla * Features case studies that illustrate successful campaign techniques Cause Marketing For Dummies helps both businesses and nonprofits reap the benefits of effective cause marketing.
Contents
Introduction 1 Part IChapter 1: Getting to Know What Cause Marketing Is All About 9 Chapter 2: Launching a Successful Cause Marketing Program 25 Chapter 3: What a Beautiful Couple You Make! Finding the Right Partner 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 Program 113 Chapter 7: Implementing Your Point-of-Sale Program 115 Chapter 8: Working with Purchase or Action-Triggered Donation Programs 137 Part IV: Taking Your Cause Marketing Program Online 149 Chapter 9: Taking Your Cause Marketing Program Online 151 Chapter 10: The Next Frontier: Location-Based Cause Marketing 187 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 Take Credit For 281 Chapter 17: Ten Ways to Nail Your Next Cause Marketing Presentation 291 Index 299
