Cause-marketing for nonprofits : partner for purpose, passion, and profits / [Jocelyne] Daw.

Author
Daw, Jocelyne [Browse]
Format
Book
Language
English
Published/​Created
Hoboken, N.J. : Wiley, c2006.
Description
xxxiv, 278 p. : ill. ; 26 cm.

Details

Subject(s)
Social marketing [Browse]
Summary note
"This book is about a growing model for business and nonprofit involvement - an innovative way of working together for mutual benefit: partnering for purpose, passion, and profits." "Cause marketing - a new discipline in the corporate citizenship field, a new mission-based fundraising and marketing tool for nonprofits - is a corporate/nonprofit partnership that aligns the power of a company's brand, marketing, and people with a nonprofit cause's brand and assets, to create shareholder and social value and to publicly communicative values."--BOOK JACKET.
Notes
"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.
Bibliographic references
Includes bibliographical references and index.
Contents
Introduction : my journey, partner for purpose, passion, and profit -- Ch. 1. The new corporate-nonprofit engagement -- Ch. 2. Integrating value and values -- Ch. 3. Evolution of cause marketing -- Ch. 4. Cause-marketing products -- Ch. 5. Cause-marketing issue promotions -- Ch. 6. Cause-marketing programs -- Ch. 7. Creating a cause-marketing orientation : cause preparedness -- Ch. 8. Building the cause-marketing program : collaboration, combining assets, creating value -- Ch. 9. Implementing the cause-marketing program : execution and corporate and community outcomes -- Ch. 10. National organizations : American heart association and first book -- Ch. 11. Local organizations : food bank (New York City) and Canadian cancer society (Vancover Island Region, British Columbia and Yukon District) -- Ch. 12. Cause-marketing principles and cautions : seven golden rules, seven deadly sins.
ISBN
0471717509 (cloth)
LCCN
2005031933
OCLC
62615818
International Article Number
  • 9780471717508
RCP
C - S