Cause Marketing
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| Author | : Jocelyne Daw |
| Publisher | : John Wiley & Sons |
| Total Pages | : 314 |
| Release | : 2006-06-26 |
| Genre | : Business & Economics |
| ISBN | : 0471927805 |
This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.
| Author | : Joe Waters |
| Publisher | : John Wiley & Sons |
| Total Pages | : 336 |
| Release | : 2011-07-13 |
| Genre | : Business & Economics |
| ISBN | : 1118119061 |
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.
| Author | : Jocelyne Daw |
| Publisher | : John Wiley & Sons |
| Total Pages | : 341 |
| Release | : 2010-10-26 |
| Genre | : Business & Economics |
| ISBN | : 0470286911 |
Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. As practiced in real life, most nonprofits define “branding” as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. Through the use of case studies, Breakthrough Nonprofit Branding reveals how: A nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support Renewed brand meaning heightened stakeholder commitment, stabilized an organization’s financial position, and empowered it to weather a roiling economy A small organization’s brand campaign resulted in exceptional growth A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint One of the largest nonprofits lost momentum and regained direction through a revitalized brand process Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.
| Author | : M. Mercedes Galan-Ladero |
| Publisher | : Springer Nature |
| Total Pages | : 447 |
| Release | : 2021-03-27 |
| Genre | : Business & Economics |
| ISBN | : 3030654559 |
This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom.
| Author | : Sue Adkins |
| Publisher | : Routledge |
| Total Pages | : 320 |
| Release | : 2007-06-01 |
| Genre | : Business & Economics |
| ISBN | : 1136422439 |
Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society. 'Cause Related Marketing': * positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment. * explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally. * uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing. * includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international. Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.
| Author | : Hamish Pringle |
| Publisher | : John Wiley & Sons |
| Total Pages | : 316 |
| Release | : 2001-03-12 |
| Genre | : Business & Economics |
| ISBN | : |
Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a product, service or corporate brand.
| Author | : Ms. Kavya Sahadevan |
| Publisher | : Shineeks Publishers |
| Total Pages | : 44 |
| Release | : 2022-09-12 |
| Genre | : Education |
| ISBN | : |
Cause related marketing initiatives have become an extremely popular strategy of marketing used by brands in todays’ world, now, more so than ever. Consumer behaviour towards cause related marketing has generally been positive and has led to an increase in the purchase intention as well as the final purchase of the customer. Consumer pride as well as satisfaction with a product or a brand leads to the spread of information about the particular brand within the customer network. The push strategy of marketing is no longer relevant to todays’ market and customers are looking to be associated with a brand that goes beyond the norm of selling products and is making important contributions to the welfare of the society or is taking an important stand on a particular social cause. The purpose of this study is to analyse the influence of Cause related marketing strategies in the dynamic apparel industry and the extent to which it influences purchase intention, consumer pride and eventually lead to brand evangelism, An evangelist being a customer that actively defends and support a brand across platforms and through word of mouth. Customer purchase today is increasingly research based and highly dependent on the opinions of other customers. In regard to this, evangelism, if achieved by a brand can be one of the most cost effective yet most impactful marketing strategies for the brand. The study uses quantitative and qualitative measures to analyse the impact of Cause Marketing on purchase intention and brand evangelism. An empirical study was conducted through a self-administered survey which helps determine the extent to which this effect holds true in the apparel industry. ANOVA and Regression analysis helped determine the relationship between various demographic factors and the variables of the model. The study aims to explore the relational gap between variables such as Cause marketing, consumer pride and brand evangelism. Furthermore, the study also aims to explore the experimental gap on the impact of consumer cause identification on purchase intention. This information will help the industry curate their advertisements and other promotional activities accordingly. Keywords: Cause Marketing, Consumer pride, Purchase intention, Brand evangelism, Brand equity, Perceived brand image.
| Author | : Peleg Top |
| Publisher | : Harper Collins |
| Total Pages | : 751 |
| Release | : 2011-05-31 |
| Genre | : Business & Economics |
| ISBN | : 0062041401 |
This first-ever book of its kind, Designing for the Greater Good, features hundreds of illustrated examples of the best nonprofit and cause-related design worldwide, plus 24 inspiring case studies and insights into great nonprofit branding campaigns. A comprehensive resource for designers, creative professionals, marketers, corporate communications departments and nonprofit leaders, this book showcases work from a variety of sectors including Family and Community, Animal Causes, Health, Human Rights, Environmental Awareness, Spirituality, and the Arts. The 24 case studies feature interviews with the designers for such campaigns as the Avon Walk for Breast Cancer, The Hurricane Katrina Poster Project and Get London Reading. Materials presented in Designing for the Greater Good include: cause-specific campaigns and case studies; logos and branding for nonprofits; websites, posters, brochures, advertising, and marketing materials for cause-related events and nonprofits; packaging; invitations for fundraisers and events.
| Author | : Philip Kotler |
| Publisher | : John Wiley & Sons |
| Total Pages | : 288 |
| Release | : 2012-05-22 |
| Genre | : Business & Economics |
| ISBN | : 1118240960 |
Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.
| Author | : Gerard Hastings |
| Publisher | : Routledge |
| Total Pages | : 900 |
| Release | : 2017-11-02 |
| Genre | : Business & Economics |
| ISBN | : 1317301471 |
Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with: Case studies from across the globe, accessible exercises, engaging stories and online support with an expanded and enhanced companion website which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act. This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building). This book is essential reading for all social marketing, marketing ethics, and marketing and society courses. Cover Picture: 'La Sardane de la Paix’ by Pablo Picasso. The sardane is a traditional circle dance from Catalonia which has come to symbolise the struggle of ordinary people against oppression, from Napoleon through Hitler and Franco and into the modern era. The individual dancer holds his or her hands in the air in a gesture of autonomy and empowerment, and is able to maintain what would quickly become a tiring stance thanks to the supporting hands of her fellow-dancers. It illustrates the key social marketing lesson that addressing complex social problems, such as climate change or inequalities – as with dictators - requires a combination of individual agency and collective action. It also shows that critical analysis, the questioning and challenging of the current system, lies at the heart of progressive social change, and that good social marketers should be rebels with a cause.
