Jocelyne Daw

Cause Marketing for Nonprofits

Partner for Purpose, Passion, and Profits

• Gebundenes Buch

Produktbeschreibung

"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.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 312
• Erscheinungstermin: 1. März 2006
• Englisch
• Abmessung: 260mm x 183mm x 22mm
• Gewicht: 775g
• ISBN-13: 9780471717508
• ISBN-10: 0471717509
• Artikelnr.: 20834875

Autorenporträt

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.

Inhaltsangabe

Introduction: My Journey, Partner for Purpose, Passion, and Profit.
Foreword By Carol Cone. Acknowledgements. PART I: THE CAUSE MARKETING
MOVEMENT. Chapter 1. The New Corporate-Nonprofit Engagement. Chapter 2.
Integrating Value And Values. PART II: CAUSE MARKETING INITIATIVES: BEST
PRACTISES CASE EXAMPLE Chapter 3. Evolution Of Cause Marketing Chapter 4.
Products: Product Sales, Purchase Plus, Licensed Products Chapter 5.
Promotions: Issue Promotions. Chapter 6. Cause Marketing Programs. PART
III: GETTING IT RIGHT - CAUSE MARKETING FRAMEWORK. Chapter 7. Creating A
Cause Marketing Orientation: Cause Preparedness. Chapter 8. Building The
Cause Marketing Program: Collaboration; Combining Assets; Creating Value.
Chapter 9. Implementing the Cause Marketing Program: Execution; Corporate
and Community Outcomes. PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE
STUDIES. Chapter 10. National Organizations: American Heart Association and
First Book American heart associatin and National Cause Partners Macy's and
Pfizer: "Go Red for Women" Cause Marketing Campaign. Chapter 11. Local
Organizations: Food Bank (New York City) and Canadian Cancer Society
(British Columbia and Yukon District). Case Study: Food Bank for New York
City and NYC Banks and Financial Institutions. Case Study: Canadian Cancer
Society and Daffodil Cause Marketing Product Sales. Chapter 12. Cause
Marketing Principles And Cautions: Seven Golden Rules, Seven Deadly Sins.
Final Thoughts.

Rezensionen

"Jocelyn Daw has done a meaningful service to nonprofit cause marketers with her book Cause Marketing for Nonprofits. She brings real-world experience, workable suggestions and a sharp pencil to a topic that has, too often in my view, been drawn with a broad brush." ( CharityChannel.com , 8/7/08)
"Jocelyn Daw, a recognized authority who has been involved in cause marketing since 1988, draws on her considerable experience to outline the many ways nonprofits can partner with the business community for mutual benefit. One of the most useful parts of the book was chapter 12, which includes the Seven Golden Rules and Seven Deadly Sins of cause marketing. Among most important caveats are making sure to pick the right partners and that the relationship is not one sided or too commercial." ( Nonprofit and Voluntary Sector Quarterly , Vol. 37, No 1)