Starting with a concise definition and filled with rich detail, Joe Waters and Joanna MacDonald have scored a hat trip with their new Cause Marketing for Dummies book!
If you, your business or your non-profit want to engage in building your brand (and/or raising money) through cause marketing, this book serves as a great read and a long-lasting resource.
Three examples from the book illustrate my points:
1. Select your partners and position your campaign (Pages 47-48)
Rather than just say "pick your partners with care," Joe and Joanna demonstrate the principle by comparing Komen's Buckets for the Cure program with the White Castle - Autism Speaks campaigns. Good lessons.
2. Use a concentric circle targeting strategy to find partners (Pages 52-53)
Joe and Joanna remind us to start with the inner most circle (our closest relationships) when seeking partners ... and work outwardly. This may seem like basic stuff but with good detail especially for causes and/or companies new to cause marketing.
3. Identifying the right cause for your company (Pages 55-56)
Personally, I'm fascinated with campaigns that "connect the unconnected" ... partnerships that don't appear obvious until the two entities create beautiful music together. Joe and Joanna four criteria on how companies should identify and select causes.
This "throw-away" line determines your success "Donors give to make good things happen NOT to support an organization."
Disclosure: Cause Marketing for Dummies mentions me (@causeaholic) twice!
If you, your business or your non-profit want to engage in building your brand (and/or raising money) through cause marketing, this book serves as a great read and a long-lasting resource.
Three examples from the book illustrate my points:
1. Select your partners and position your campaign (Pages 47-48)
Rather than just say "pick your partners with care," Joe and Joanna demonstrate the principle by comparing Komen's Buckets for the Cure program with the White Castle - Autism Speaks campaigns. Good lessons.
2. Use a concentric circle targeting strategy to find partners (Pages 52-53)
Joe and Joanna remind us to start with the inner most circle (our closest relationships) when seeking partners ... and work outwardly. This may seem like basic stuff but with good detail especially for causes and/or companies new to cause marketing.
3. Identifying the right cause for your company (Pages 55-56)
Personally, I'm fascinated with campaigns that "connect the unconnected" ... partnerships that don't appear obvious until the two entities create beautiful music together. Joe and Joanna four criteria on how companies should identify and select causes.
This "throw-away" line determines your success "Donors give to make good things happen NOT to support an organization."
Disclosure: Cause Marketing for Dummies mentions me (@causeaholic) twice!
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