Cause-marketing for nonprofits: partner for purpose, passion, and profits
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hoboken, N.J.
Wiley
2006
|
| Subjects: | |
| Online Access: | Table of contents only Publisher description Contributor biographical information Inhaltsverzeichnis |
| Item Description: | "This book is part of the Association of Fundraising Professionals (AFP) and John Wiley & Sons Inc. series on fund development for the nonprofit sector"--Acknowledgements. Includes bibliographical references and index |
| Physical Description: | XXXIV, 278 S. Ill., graph. Darst. 26 cm |
| ISBN: | 0471717509 |
Staff View
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| adam_text | FOREWORD, CAROL CONE ACKNOWLEDGMENTS INTRODUCTION: MY JOURNEY, PARTNER
FOR PURPOSE, PASSION, AND PROFIT VII XI XVII PART I CHAPTER I THE
CAUSE-MARKETING MOVEMENT 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 3 7 11 13 15 18
CHAPTER 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 21 21 26 28 28
34 37 CHAPTER EVOLUTION OF CAUSE MARKETING EVOLUTION OF CAUSE MARKETING
SALES PHASE CUSTOMER LOYALTY PHASE BRANDING PHASE CORPORATE SOCIAL
RESPONSIBILITY PHASE NONPROFIT DRIVEN BRANDING CONCLUSION 41 41 42 45 51
53 56 58 II! IV CONTENTS PART II CHAPTER 4 CAUSE-MARKETING INITIATIVES:
THE SEVEN P S: BEST PRACTICES CASE STUDIES 61 CAUSE-MARKETING PRODUCTS
65 PRODUCT SALES 65 PURCHASE PLUS: MAKING GIVING EASY 73 LICENSING:
USING NONPROFIT LOGOS, BRAND IDENTITIES, AND ASSETS 80 CONCLUSIONS 89
CHAPTER CAUSE-MARKETING ISSUE PROMOTIONS FINDING THE SYNERGISTIC FIT
CONCLUSION 91 91 104 CHAPTER 6 CAUSE-MARKETING PROGRAMS COBRANDED EVENTS
COBRANDED PROGRAMS SOCIAL (PUBLIC SERVICE) MARKETING PROGRAMS
CONCLUSIONS 107 107 115 122 128 PART III CHAPTER 7 CHAPTER 8 CHAPTER 9
GETTING IT RIGHT: FRAMEWORK FOR SUCCESS 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 FEW INTERNALLY PREPARE AND ALIGN THE
ORGANIZATION ONE LAST THING ABOUT CAUSES ... CONCLUSION: THE FIRST STEP
IS CREATING A CAUSE-MARKETING ORIENTATION 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 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 129 *33 133 142
143 147 147 154 155 157 157 157 168 170 175 177 177 177 178 185 188 194
CONTENTS V PART IV MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES 197
CHAPTER 1O NATIONAL ORGANIZATIONS: AMERICAN HEART ASSOCIATION AND FIRST
BOOK 201 BUILDING THE CAUSE-MARKETING PROGRAM 207 IMPLEMENTING THE
PROGRAM 209 CAUSE GOALS ACHIEVED 211 FINAL THOUGHTS AND ADVICE 21A DR.
SEUSS THE CAT IN THE HAT CHALLENGE PROMOTIONAL CAUSE- MARKETING
INITIATIVE 212 BUILDING ON A CAUSE-MARKETING ORIENTATION 212 BUILDING
THE CAUSE-MARKETING PROGRAM 215 THE BIG SIMPLE IDEA*WITH TURNKEY
EXECUTIONL 218 IMPLEMENTING THE CAUSE-MARKETING PROGRAM 219 CORPORATE
AND COMMUNITY GOALS ACHIEVED 220 CHAPTER 11 LOCAL ORGANIZATIONS: FOOD
BANK (NEW YORK CITY) AND CANADIAN CANCER SOCIETY (VANCOVER ISLAND
REGION, BRITISH COLUMBIA AND YUKON DISTRICT) 223 NYC BANK-TO-BANK
PARTNERSHIP: COBRAND CAUSE-MARKETING PROGRAM INITIATIVE 223 CREATING A
CAUSE-MARKETING ORIENTATION 224 BUILDING THE CAUSE-MARKETING PROGRAM 228
IMPLEMENTING THE CAUSE-MARKETING PROGRAM 230 CAUSE-MARKETING GOALS
ACHIEVED 231 CREATING A CAUSE-MARKETING ORIENTATION 235 BUILDING A
CAUSE-MARKETING PROGRAM 237 IMPLEMENTING THE CAUSE-MARKETING PROGRAM 239
GOALS ACHIEVED 240 CHAPTER 12 CAUSE-MARKETING PRINCIPLES AND CAUTIONS:
SEVEN GOLDEN RULES, SEVEN DEADLY SINS 245 PRINCIPLES: THE SEVEN GOLDEN
RULES OF CAUSE MARKETING 246 CAUTIONS: SEVEN DEADLY SINS 249 CONCLUSION
258 FINAL THOUGHTS 261 PARTNER FOR PURPOSE, PASSION, AND PROFITS 261 THE
WAY FORWARD 264
|
| adam_txt |
FOREWORD, CAROL CONE ACKNOWLEDGMENTS INTRODUCTION: MY JOURNEY, PARTNER
FOR PURPOSE, PASSION, AND PROFIT VII XI XVII PART I CHAPTER I THE
CAUSE-MARKETING MOVEMENT 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 3 7 11 13 15 18
CHAPTER 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 21 21 26 28 28
34 37 CHAPTER EVOLUTION OF CAUSE MARKETING EVOLUTION OF CAUSE MARKETING
SALES PHASE CUSTOMER LOYALTY PHASE BRANDING PHASE CORPORATE SOCIAL
RESPONSIBILITY PHASE NONPROFIT DRIVEN BRANDING CONCLUSION 41 41 42 45 51
53 56 58 II! IV CONTENTS PART II CHAPTER 4 CAUSE-MARKETING INITIATIVES:
THE SEVEN P'S: BEST PRACTICES CASE STUDIES 61 CAUSE-MARKETING PRODUCTS
65 PRODUCT SALES 65 PURCHASE PLUS: MAKING GIVING EASY 73 LICENSING:
USING NONPROFIT LOGOS, BRAND IDENTITIES, AND ASSETS 80 CONCLUSIONS 89
CHAPTER CAUSE-MARKETING ISSUE PROMOTIONS FINDING THE SYNERGISTIC FIT
CONCLUSION 91 91 104 CHAPTER 6 CAUSE-MARKETING PROGRAMS COBRANDED EVENTS
COBRANDED PROGRAMS SOCIAL (PUBLIC SERVICE) MARKETING PROGRAMS
CONCLUSIONS 107 107 115 122 128 PART III CHAPTER 7 CHAPTER 8 CHAPTER 9
GETTING IT RIGHT: FRAMEWORK FOR SUCCESS 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 FEW INTERNALLY PREPARE AND ALIGN THE
ORGANIZATION ONE LAST THING ABOUT CAUSES . CONCLUSION: THE FIRST STEP
IS CREATING A CAUSE-MARKETING ORIENTATION 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 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 129 *33 133 142
143 147 147 154 155 157 157 157 168 170 175 177 177 177 178 185 188 194
CONTENTS V PART IV MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES 197
CHAPTER 1O NATIONAL ORGANIZATIONS: AMERICAN HEART ASSOCIATION AND FIRST
BOOK 201 BUILDING THE CAUSE-MARKETING PROGRAM 207 IMPLEMENTING THE
PROGRAM 209 CAUSE GOALS ACHIEVED 211 FINAL THOUGHTS AND ADVICE 21A "DR.
SEUSS THE CAT IN THE HAT CHALLENGE" PROMOTIONAL CAUSE- MARKETING
INITIATIVE 212 BUILDING ON A CAUSE-MARKETING ORIENTATION 212 BUILDING
THE CAUSE-MARKETING PROGRAM 215 THE BIG SIMPLE IDEA*WITH TURNKEY
EXECUTIONL 218 IMPLEMENTING THE CAUSE-MARKETING PROGRAM 219 CORPORATE
AND COMMUNITY GOALS ACHIEVED 220 CHAPTER 11 LOCAL ORGANIZATIONS: FOOD
BANK (NEW YORK CITY) AND CANADIAN CANCER SOCIETY (VANCOVER ISLAND
REGION, BRITISH COLUMBIA AND YUKON DISTRICT) 223 NYC BANK-TO-BANK
PARTNERSHIP: COBRAND CAUSE-MARKETING PROGRAM INITIATIVE 223 CREATING A
CAUSE-MARKETING ORIENTATION 224 BUILDING THE CAUSE-MARKETING PROGRAM 228
IMPLEMENTING THE CAUSE-MARKETING PROGRAM 230 CAUSE-MARKETING GOALS
ACHIEVED 231 CREATING A CAUSE-MARKETING ORIENTATION 235 BUILDING A
CAUSE-MARKETING PROGRAM 237 IMPLEMENTING THE CAUSE-MARKETING PROGRAM 239
GOALS ACHIEVED 240 CHAPTER 12 CAUSE-MARKETING PRINCIPLES AND CAUTIONS:
SEVEN GOLDEN RULES, SEVEN DEADLY SINS 245 PRINCIPLES: THE SEVEN GOLDEN
RULES OF CAUSE MARKETING 246 CAUTIONS: SEVEN DEADLY SINS 249 CONCLUSION
258 FINAL THOUGHTS 261 PARTNER FOR PURPOSE, PASSION, AND PROFITS 261 THE
WAY FORWARD 264 |
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| isbn | 0471717509 |
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| spelling | Daw, Jocelyne Verfasser aut Cause-marketing for nonprofits partner for purpose, passion, and profits [Jocelyne] Daw Hoboken, N.J. Wiley 2006 XXXIV, 278 S. Ill., graph. Darst. 26 cm txt rdacontent n rdamedia nc rdacarrier "This book is part of the Association of Fundraising Professionals (AFP) and John Wiley & Sons Inc. series on fund development for the nonprofit sector"--Acknowledgements. Includes bibliographical references and index Marketing social Marketing gtt Niet-commerciële dienstverlening gtt Social marketing Soziomarketing (DE-588)4116549-4 gnd rswk-swf Soziomarketing (DE-588)4116549-4 s DE-604 Erscheint auch als Online-Ausgabe 978-0-471-92780-8 http://www.loc.gov/catdir/toc/ecip065/2005031933.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0653/2005031933-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0740/2005031933-b.html Contributor biographical information SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016680358&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Daw, Jocelyne Cause-marketing for nonprofits partner for purpose, passion, and profits Marketing social Marketing gtt Niet-commerciële dienstverlening gtt Social marketing Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4116549-4 |
| title | Cause-marketing for nonprofits partner for purpose, passion, and profits |
| title_auth | Cause-marketing for nonprofits partner for purpose, passion, and profits |
| title_exact_search | Cause-marketing for nonprofits partner for purpose, passion, and profits |
| title_exact_search_txtP | Cause-marketing for nonprofits partner for purpose, passion, and profits |
| title_full | Cause-marketing for nonprofits partner for purpose, passion, and profits [Jocelyne] Daw |
| title_fullStr | Cause-marketing for nonprofits partner for purpose, passion, and profits [Jocelyne] Daw |
| title_full_unstemmed | Cause-marketing for nonprofits partner for purpose, passion, and profits [Jocelyne] Daw |
| title_short | Cause-marketing for nonprofits |
| title_sort | cause marketing for nonprofits partner for purpose passion and profits |
| title_sub | partner for purpose, passion, and profits |
| topic | Marketing social Marketing gtt Niet-commerciële dienstverlening gtt Social marketing Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Marketing social Marketing Niet-commerciële dienstverlening Social marketing Soziomarketing |
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