Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Working Knowledge
Business Research for Business Leaders
  • Browse All Articles
  • Popular Articles
  • Cold Call Podcast
  • Managing the Future of Work Podcast
  • About Us
  • Book
  • Leadership
  • Marketing
  • Finance
  • Management
  • Entrepreneurship
  • All Topics...
  • Topics
    • COVID-19
    • Entrepreneurship
    • Finance
    • Gender
    • Globalization
    • Leadership
    • Management
    • Negotiation
    • Social Enterprise
    • Strategy
  • Sections
    • Book
    • Podcasts
    • HBS Case
    • In Practice
    • Lessons from the Classroom
    • Op-Ed
    • Research & Ideas
    • Research Event
    • Sharpening Your Skills
    • What Do You Think?
    • Working Paper Summaries
  • Browse All
    • Archive

    Cause Marketing for Nonprofits

     
    6/5/2006

    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

    Table of Contents

    ǁ
    Campus Map
    Harvard Business School Working Knowledge
    Baker Library | Bloomberg Center
    Soldiers Field
    Boston, MA 02163
    Email: Editor-in-Chief
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College