Buch, Englisch, 336 Seiten, Format (B × H): 187 mm x 233 mm, Gewicht: 504 g
Reihe: For Dummies
Buch, Englisch, 336 Seiten, Format (B × H): 187 mm x 233 mm, Gewicht: 504 g
Reihe: For Dummies
ISBN: 978-1-118-01130-0
Verlag: FOR DUMMIES
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.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Wirtschaftswissenschaften Literatur für Manager
- Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
Weitere Infos & Material
Introduction 1
Part I: Getting Started with Cause Marketing 7
Chapter 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