Good works!: marketing and corporate initiatives that build a better world ... and the bottom line

Abstract

Acknowledgments v I Introduction 1 1 Good Intentions Aren t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3 2 Six Social Initiatives for Doing Well by Doing Good 21 II Marketing Driven Initiatives: Growing Sales and Engaging Customers 47 3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49 4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82 5 Corporate Social Marketing: Supporting Behavior Change Campaigns 111 III Corporate-Driven Initiatives: Expressing and Advancing Your Company s Values and Objectives 139 6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141 7 Community Volunteering: Employees Donating Their Time and Talents 158 8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177 IV Offense and Defense 197 9 Offense: Choosing a Social Problem to Alleviate 199 10 Offense: Selecting a Social Initiative to Support the Cause 206 11 Offense: Developing Social Initiative Programs 211 12 Offense: Evaluating Efforts 217 13 Summary of Best Practices 223 14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228 V For Nonprofits and Public Sector Agencies Only 237 15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239 Notes 253 Index 277

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