Written for the nonprofit executive, this book outlines the growing trend of cause marketing. At its best, cause marketing is a mutually beneficial relationship between nonprofits and business. Author Jocelyne Daw traces the evolution of cause marketing, gives examples of high-profile partnerships, and explains the steps nonprofits can take to attract corporate support.
One example is Lee National Denim Day. In this campaign, Lee Jeans partnered with the Susan G. Komen Breast Cancer Foundation for the “Go casual for a cause” campaign, encouraging people to go to work in jeans and make a $5 donation toward breast cancer research. Over the past ten years the event has raised over $40 million for the foundation.
As reinforcement, the book shares four case studies that show how Daw’s cause marketing framework has helped nonprofits succeed. Daw encourages nonprofits to “think like businesses and understand their needs and objectives” in order to best align with companies. The emphasis on a strategic approach to the relationship is what makes this book important reading for cause-oriented executives.
- Manda Salls