Introduction : Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed ; Six social initiatives for doing well by doing good -- Marketing driven initiatives: growing sales and engaging customers : Cause promotion: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns -- Corporate-driven initiatives: expressing and advancing your company's values and objectives : Corporate philanthropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes -- Offense and defense : Offense: choosing a social problem to alleviate ; Offense: selecting a social initiative to support the cause ; Offense: developing social initiative programs ; Offense: evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics -- For nonprofits and public sector agencies only : A marketing approach to winning corporate funding and support for social initiatives: ten recommendations.
Summary:
In this book the author, a marketing guru explains how social initiatives can help your business grow. 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. This 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. It contains actionable advice on integrating marketing and corporate social initiatives into broader business goals. It makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses, and explains how to balance social and business goals.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.