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Businesspeople who mix cause and commerce are often portrayed as sinners or saints: Either they are heartless, opportunistic corporate "causewashers" cynically exploiting nonprofits to make a buck, or they are visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world.
Instead of black and white, the intersection of doing well and doing good is painted many shades of gray. Over the past 30 years, corporations have created numerous programs that generate significant resources for nonprofit partners while achieving business objectives. Stadiums could be filled with all the social entrepreneurs who've learned the hard way that a commitment to "doing the right thing" alone is not enough to guarantee commercial viability. Whether one works for a Fortune 500 behemoth or a start-up, cause marketing requires a delicate balancing act between what it takes to generate financial and social dividends. Cause marketing is not a panacea, but for many businesses it can yield tremendous returns. For many businesspeople, it can add tremendous personal satisfaction to a job well done.
This is a cause MARKETING book, not a CSR treatise. It is meant for businesspeople who want their work to generate positive social impacts, but need to produce bottom line business results. Written in a practical, "we're in this together" style, it makes the case that purpose-driven marketing has moved from a "nice to do" to a "must do" for businesses that want to thrive in today's marketplace.
About the Author
Philip Kotler is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management.
David Hessekiel is the founder and president of Cause Marketing Forum, Inc., the world's leading source of practical information on doing well by doing good. The annual CMF conference regularly attracts participants from across the country and around the world, to hear from and meet the rising stars in this field. Throughout the year, thousands of readers and listeners turn to CMF teleconferences, newsletters, workshops to expand their knowledge of cause marketing.
Nancy R. Lee is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. TABLE OF CONTENTS
· Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed
· Six Social Initiatives for Doing Well by Doing Good
II Marketing Driven Initiatives: Growing Sales and Engaging Customers
· Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause
· Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions
· Corporate Social Marketing: Supporting Behavior Change Campaigns
III Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives
· Corporate Philanthropy: Making a Direct Contribution to a Cause
· Community Volunteering: Employees Donating Their Time and Talents
· Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes
IV Offense and Defense
· Offense: Choosing a Social Problem to Alleviate
· Offense: Selecting a Social Initiative to Support the Cause
· Offense: Developing Social Initiative Programs
· Offense: Evaluating Efforts
· Summary of Best Practices
· No Good Deed Goes Unpunished: Dealing with Cynics and Critics
V For Nonprofits and Public Sector Agencies Only