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CONTENTS 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 Cause Marketing: A Turning Point In Corporate-Nonprofit Relationships Growing In Number, Range, And Sophistication The Nonprofit Response An Essential New Link For Corporate -Non Profit Engagement The New Third Way: Cause Marketing - Part Marketing And Philanthropy Achieve Mission, Generate Revenue And Other Benefits Value Of Cause Marketing Philanthropic Giving Versus Cause Marketing Support Cause-Related Marketing Internationally European Experience Conclusions Chapter 2 Integrating Value And Values Cause Marketing Defined Creating Value Through Mutually Beneficial Collaborations Connecting: Employees, Stakeholders, Consumers Communicating Values: Citizenship With This In Mind...A New Definition Cause Marketing Is Marketing So A Few Vital Facts Trends Driving Cause Marketing Corporate Drivers Employee Motivator Community Scrutiny Socially Consciousness Consumers Shareholder Value Nonprofit Drivers Resource Needs Achieving Mission Community Expectation Conclusion Chapter 3 Evolution Of Cause Marketing Evolution Of Cause Marketing Sales Phase Customer Loyalty Phase Maturing Nonprofits Attorney General's Report Growing Potential Branding Phase Less About Immediate Sales Product, More About Brand And Reputation Integration Into Corporate Social Responsibility Changing Nature's Impact On Nonprofit Organizations Branding Phase Ii - Nonprofit Driven "Cook For The Cure" Kitchenaid And Susan G. Komen Breast Cancer Foundation Other Programs Conclusion PART II - CAUSE MARKETING INITIATIVES: BEST PRACTISES CASE EXAMPLES Chapter 4 Products: Product Sales, Purchase Plus, Licensed Products Product Sales How It Works Benefits Challenges Purchase Plus: Making Giving Easy How It Works Benefits Challenges Licensing: Using Nonprofit Logos, Brand Identities And Assets How Does It Work? What Are The Benefits? What Are The Challenges? Brand Extension Promotional Licensed Products Certification Program Intellectual Property Licensing Conclusions Chapter 5 Promotions: Issue Promotions Finding The Synergistic Fit How Does It Work? What Are The Benefits? What Are The Challenges? Conclusion Chapter 6 Cause Marketing Programs Co-Branded Events How Does It Work? What Are The Benefits? What Are The Challenges? Co-Branded Programs How It Works Benefits Challenges Social (Public Service) Marketing Programs How Does It Work? What Are The Benefits? What Are The Challenges? Conclusions PART III - GETTING IT RIGHT - CAUSE MARKETING FRAMEWORK Chapter 7 Creating A Cause Marketing Orientation: Cause Preparedness Determining Organizational Goals And Assets Identify Goals For Cause Marketing Program Define The Cause Brand And Assets And Look For Associative Links Build a Brand Positioning Statement: The "10 Second Elevator Message" Define Assets And Resources That Could Be Used A Few Important Considerations... Platform: The Big Simple Idea Determine Targets For Cause Marketing Approach When Looking For Alignments Consider The 60-30-10 Rule Brainstorm For New Partners Using The Alignment Pyramid Low, But Highly Effective Alignment: UNICEF And Intercontinental Hotels Group A Lucky Few .... Internally Prepare And Align The Organization One Last Thing About Causes.... Cause Support: Not Always With An Established Nonprofit Organization Conclusion: The First Step Is Creating A Cause Marketing Orientation Chapter 8 Building The Cause Marketing Program: Collaboration; Combining Assets; Creating Value Build The Cause Marketing Program Collaboration: Strategic Partner Alignment Research, Information Is King! An Important Discussion - Same Meaning: Different Words Make The Connection, Then Explore, Propose, And Agree Connect In Person And Begin To Build The Relationship Explore Different Ideas And Concepts Propose, Remembering That Most Relationships Start Small And Use The Big Simple Idea Agree But Check Against Guidelines, Run Through Approval Process And Risk Assessment Combine Assets And Aim For Maximum Benefit Employee Volunteers: An Important Asset For Both Sides! Celebrities And Cause Marketing Campaigns Creating Value: Determine For Both Partners Define Value That Each Partner Will Receive Create A Written Agreement Evaluate What Your Want To Achieve Conclusion Chapter 9 Implementing the Cause Marketing Program: Execution; Corporate and Community Outcomes Execution And Outcomes Implementing The Cause Program Execute: Relationship Management And Delivery Relationship Management Needs An Internal Structure Stay Connected By Communicating Regularly Deliver On Commitments Builds Trust In A Relationship Communicate: Internally And Externally Have A Consistent Message Start The Communications Within Your Organization, Communicate Regularly And Include Results See The Benefits When Your Corporate Partner Does The Same Make Sure Your Organization's Message Is Part Of The Cause Program And Use It To Extend Fundraising Now Move Your Communication Outwards Cause Marketing Goals Achieved: Community And Corporate Outcomes Evaluation Is A Key Learning Tool Use The "Collaboration Multiplier" Renew And Expand The Alliance Define Success And Celebrate It! Final Thoughts: Cause Marketing Is A Commitment ... Not Just A Campaign Conclusions PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES Chapter 10 National Organizations: American Heart Association and First Book American Heart Association And National Cause Partners Macy's And Pfizer: "Go Red for Women" Cause Marketing Campaign Refining a cause marketing orientation Discovery Research Positioning and packaging: From white coat to red dressi Campaign elements and assets: Go Red for Women Women and heart, a growing marketplace trend Associative links to target a broader corporate partner base Building internal support Building the cause marketing program National partners - traditional and non-traditional alignment Combining assets and creating value Implementing the program Getting out the message, a national integrated communications campaign Cause goals achieved Final thoughts and advice Case Study: First Book, Random House And Universal Studios Promotional Cause Marketing Initiative: "The Cat in the Hat Challenge" Building from a cause marketing orientation An organization built on cause marketing partnerships A mission-driven heart with a business head Always consider - "What can my organization give to the effort?" Building the cause marketing program Finding partners An existing relationship opens the door One success can lead to another The big simple idea - with turnkey execution! Combining assets: You get more when you give more Showcasing social sector worth and building value for all Implementing the cause marketing program Execution with national and local involvement Communicate, constantly and consistently External communication, TV in major markets, "It doesn't get much better" Corporate and community goals achieved Outputs - impressions, profile, support outcomes- books, fun and a strong relationship! Words of wisdom from a pioneer Endnote: The apple doesn't fall too far from the tree 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 Co-brand Cause Marketing Program Initiative: NYC Bank-to-Bank Partnership Creating a cause marketing orientation: Building the brand position Assets reviewed and linkages considered Bank-to-Bank Partnership cause marketing platform was born Internal capacity built Building the cause marketing program: Partners, an obvious target Big simple idea, with equally simple execution Combining assets and creating value: Purpose, Passion and Profits Employee volunteers opportunities Crossing the t's and dotting the i's Pricing - always a challenge Implementing the cause marketing program: Program management Communications - high profile success Cause marketing goals achieved: Working out the kinks Results Celebrating success Next step, grow Bank-to-Bank and add new cause marketing platforms Final thoughts and advice Case Study: Canadian Cancer Society and Daffodil Cause Marketing Product Sales Creating a cause marketing orientation Strong brand, clear goals, compelling need The beginning of the big simple idea Internal structure for daffodil campaign Corporate and cause marketing involvement, a local tradition Building a cause marketing program An existing relationship expands into cause marketing Combining assets and creating value for a win-win program Value, so much more than dollars Implementing the cause marketing program Strong mix of communication vehicles Goals achieved Results of the program Key learning - volunteers on-site can make a difference A model for the future National brand symbol, national cause campaigns Chapter 12 Cause Marketing Principles And Cautions: Seven Golden Rules, Seven Deadly Sins Principles: The Seven Golden Rules Of Cause Marketing Principle #1: Put first things first and be true to mission and values Principle #2: Be focused, marketing-oriented and pro-active Principle #3: Chose carefully to ensure positive brand and DNA alignment Financial Contributions Versus Other Benefits Dollars Spent Versus Donated Principle #4: Combine assets and strengths to create a mutually beneficial program Principle #5: Build a relationship of equals that is based on mutual respect, trust and open communications Principle #6: Cross the T's and dot the I's: Structure, framework, legal requirements in place Principle #7: Be disciplined in planning, action, execution and evaluation Cautions: Seven Deadly Sins Deadly sin #1: Not being mutually beneficial with a program that is too one-sided, too self-serving or too commercial Deadly Sin #2: Not being sincere, honest, and transparent, or avoiding perception of nonprofit endorsement Deadly Sin #3: Not managing expectations - on both sides Deadly Sin #4: Not protecting the organization's brand and visual identity Deadly Sin #5: Not doing due diligence, risk assessment and receiving institution wide support Deadly Sin #6: Not understanding the value a nonprofit brings to a relationship Deadly Sin #7: Working with a corporation that doesn't walk the talk. The program must be part of larger corporate citizenship Conclusion Final Thoughts Partner for Purpose, Passion, and Profits Partners: Realign Corporate-Nonprofit Relationship Purpose: Achieving Mutual Benefits Passion: Making a Difference Profits: Creating Value, Communicating Values A Growing Discipline The Way Forward The Wave of the Future-Don't Get Left Behind Don't Feel Daunted-Almost any Nonprofit Can Do Cause Marketing Be Proactive and Disciplined-People, Thought, Action, Executing, Evaluation Final Thoughts: Making a Great Society Corporate Partners For Nonprofit Partners A Neverending Journey
Library of Congress Subject Headings for this publication:
Social marketing.