Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits (AFP Fund Development Series)

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John Wiley & Sons, Jun 26, 2006 - Business & Economics - 320 pages
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.
 

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Contents

Part II CauseMarketing Initiatives
61
Part III Getting It Right Framework for Success
129
Part IV Making It Happen Best Practices Case Studies
197
Final Thoughts
261
Index
269
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Page xi - To provide business leadership as a catalyst for change toward sustainable development, and to promote the role of eco-efficiency, innovation and corporate social responsibility.

About the author (2006)

JOCELYNE DAW is Vice President, Enterprises, at Glenbow Museum in Calgary, Alberta, one of Canada's largest and most entrepreneurial museums. Jocelyne is a recognized leader in creating cause marketing partnerships and social ventures for nonprofit organizations (recognized by the American Association of Marketing). She has actively used cause marketing as an important mission-based marketing and fundraising tool to advance community needs and programs in support of the environment, heritage, health care, arts, and culture. In 1988, Daw was National Executive Director for the Canadian Parks Partnership where she helped pioneer a national cause-related marketing program to raise money and awareness, and encourage citizen engagement for Canada's national parks and historic sites. She is a frequent presenter, mentor, and teacher on the subject of cause marketing. For more information visit www.causemarketing.ca.

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