[marketingthecause]

Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community

Allyson Kapin

Strategies for advocacy, fundraising, and engaging the community

Social Change Anytime Everywhere was written for nonprofit staff who say themselves or are asked by others, “Email communications, social media, and mobile are important, but how will they help our nonprofit and the issues we work on? Most importantly, how the heck do we integrate and utilize these tools successfully?” The book will help answer these questions, and is organized to guide readers through the planning and implementation of online multi-channel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time.

It also serves as a resource to help nonprofit staff and their boards quickly understand the evolving online landscape and identify and implement the best online channels, strategies, tools, and tactics to help their organizations achieve their missions.

[marketingthecause]

Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech)

Gini Dietrich

Drive more value from all your marketing and communications channels—together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker.

It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter.

You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center…right where you belong!

Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them.

You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make.

[marketingthecause]

Cause Related Marketing

Sue Adkins

Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society.

'Cause Related Marketing': * positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment. * explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally. * uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing. * includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international.

Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.

The first book on Cause Related Marketing that puts it into the context of marketing, management of corporate reputation, corporate social responsibility, corporate community investment and philanthropy.

Backed by the credibility, PR and affinity marketing possibilities created by the 'Business in the Community' branding

Backed by credible professional bodies in the marketing sector.

[marketingthecause]

We First: How Brands and Consumers Use Social Media to Build a Better World

Simon Mainwaring

A social media expert with global experience with many of the world’s biggest brands —including Nike, Toyota and Motorola—Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. These innovative private sector partnerships answer perhaps the most pressing issue facing business and thought leaders today: how to practice capitalism in a way that satisfies the need for both profit and a healthy, sustainable planet. Mainwaring provides case studies from companies such as P&G, Walmart, Starbucks, Pepsi, Coca-Cola, Toyota, Nike, Whole Foods, Patagonia, and Nestlé as well as a bold plan for how corporations need to rethink their strategies.

[marketingthecause]

Cause Branding: How doing good creates value for corporations and society

Dominik Prinz

Nowadays many multinational corporations have come to realize that they are facing saturated markets while being at the verge of the maturity phase of their product's life cycle. Their growth strategy increasingly leads them to enter developing countries, or so called ?Bottom of the Pyramid? markets. Simultaneously, these companies are increasingly challenged by a going number of consumers to commit to their social responsibility; questioning whether it is still appropriate to focus on creating shareholder value alone. This book investigates how bringing these two perspectives together from a brand strategy point of view can lead to a mutually beneficial win- win situation. Applying a "Cause Branding" approach can and will create value for the shareholders as well as for society at large. The critical success factors provided by this book will allow brand strategists and brand managers to successfully implement a good cause into the very DNA of their brand. Doing so, it will help them to do good for their business while changing the world for the better!

[marketingthecause]

Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits (AFP Fund Development Series) (The AFP/Wiley Fund Development Series)

Jocelyne Daw

This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.

[marketingthecause]

Banding Together for a Cause: Proven Strategies for Revenue and Awareness Generation

Rachel Armbruster

Experience the yellow wristband campaign from the beginning and learn how to position your nonprofit for success Passionate and inspiring, Banding Together for a Cause will help you identify ways to generate funds for your programs and missions through valuable and meaningful partnerships. In it, author Rachel Armbruster dissects the LIVESTRONG campaign, from timing and brand, to partners and visionary thinking. Engaging and informative, this reliable guide contains interviews and insights with key executives at both LIVESTRONG and Nike. Along the way, this remarkable book takes you behind-the-scenes of the spectacularly successful Lance Armstrong Foundation campaign. It starts with a simple big idea, the yellow wristband, and examines how you can find similar success within your own nonprofit. * Focuses on this unforgettable fundraising campaign from a nonprofit perspective * Offers the strategy as well as the tactics for nonprofits to feel that success is within reach * Presents a variety of perspectives from the wildly successful LIVESTRONG campaign Learn from the yellow wristband. Banding Together for a Cause shows you how.

[marketingthecause]

Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (The AFP/Wiley Fund Development Series)

Jocelyne S. Daw

A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it.

Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough

Explains how to build loyal communities inside and outside of your organization to increase social impact

Features seven principles for transforming a brand from ordinary trademark to strategic advantage

Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement

Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits

[marketingthecause]

Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don't

Phil Cooke

Have you hit a wall with your church, ministry or non-profit organization? In spite of a genuine calling, an exceptional team and solid investment in the vision, have you noticed that the spark never catches fire? Media and marketing expert Phil Cooke wants every ministry to ask, Who are we? By identifying what makes your organization different from the thousands clamoring for attention, you can get your message heard. Cooke has consulted with many of the most recognized churches and non-profits in the world, and in Branding Faith: Why Some Ministries Impact Culture and Others Don’t, he shares his road-tested strategies for using media and marketing to make your mark on people’s minds and hearts. Whatever the size of your organization, his helpful hints and insider know-how will give you the tools to set your ministry’s strategies ablaze.

[marketingthecause]

Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications

Sarah Durham

In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.

[marketingthecause]

Campaign '08: A Turning Point For Digital Media

Kate Kaye

If most media outlets covering the presidential campaigns had anything to say about it, Facebook, YouTube, blogs, and other social media phenomena would get all the credit for making 2008 the most digital election ever. But that's only half the Web story. Many of the campaigns used a far more measurable online campaign tactic: paid online advertising. Throughout the election season, Campaign '08 author Kate Kaye closely followed the paid efforts of the campaigns, observing their display and search advertising, how they bought online media, where they targeted their ads, what the goals were, and how much they spent. Coupling her extensive research with information gleaned from campaign insiders, Kaye tells the story of the most advanced political digital marketing campaigns in history.

[marketingthecause]

Yes We Did! An inside look at how social media built the Obama brand

Rahaf Harfoush

FOREWORD by Don Tapscott, author of Wikinomics and Grown Up Digital

The Obama campaign’s mastery of social media for everything from fundraising to volunteer coordination has been widely reported. Until now, there hasn’t been an in-depth analysis of how they did it.

In Yes We Did, new media strategist and campaign headquarters volunteer Rahaf Harfoush gives us a behind the-scenes look at the campaign’s use of technology, from its earliest days through election night. She reveals strategic insights organizations can apply to their own brands. Discover how unwavering strategic vision and collaborative technologies–email, blogs, social networks, Twitter, and SMS messaging–empowered a formidable online community to help elect the world’s first “digital” President.

[marketingthecause]

Designing Health Communication Campaigns: What Works?

Thomas E. Backer

This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of substance abuse prevention campaigns, but programmes on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's Disease and vehicle seat belt use are also reviewed. **Designing Health Communication Campaigns **deepens our understanding of how to design, implement and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe.

[marketingthecause]

Social Marketing: Influencing Behaviors for Good

Nancy R. Lee

This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.

[marketingthecause]

Social Marketing to Protect the Environment: What Works

Doug McKenzie-Mohr

Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

[marketingthecause]

Marketing in the Public Sector (paperback): A Roadmap for Improved Performance

Nancy R. Lee

Praise for Marketing in the Public Sector

“Professionally, as an academic turned politician, this book—if published a few years earlier—would have made my life much simpler. This book lays out, in detail with concrete examples, how to conduct a grand plan for change. Particularly impressive is the application of different marketing principles along each step of the transition process toward establishing an efficient service-oriented governmental agency.”

Somkid Jatusripitak, Ph.D., Deputy Prime Minister and Minister of Commerce, Royal Thai Government

 “This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service. Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits.”

Christine O. Gregoire, Governor, Washington State

 “Increasingly, public sector managers have been challenged to ‘do more with less.’ Marketing in the Public Sector demonstrates that marketing is not simply another line-item expense, but rather a set of tools that help public servants allocate resources more effectively and efficiently. The book is chock-full of real-world stories of creative marketers working within diverse organizations, all of whom have come to understand that marketing is not simply advertising or persuasion, but rather a mindset.”

E. Marla Felcher, Ph.D., Adjunct Lecturer in Public Policy, John F. Kennedy School of Government, Harvard University

 “Kotler and Lee are teaching governments to motivate by invitation rather than intimidation. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it.”

Dave Ross, CBS News Commentator

“Marketing in the Public Sector provides an excellent planning framework for public sector officers engaged in all levels of marketing and communications. Showcasing real-world examples, it successfully demonstrates the marriage of commercial marketing concepts into public sector practice.”

Dr. K Vijaya, Director, Corporate Marketing & Communications, Health Promotion Board, Singapore

 “Public sector organizations are now faced with an urgent need to stand out from the crowd in order to successfully compete for funding, talent, and influence. Philip Kotler and Nancy Lee have written a unique, practical, and timely book containing comprehensive guidelines and cases that those involved in the marketing of public sector organizations will find absorbing and most useful.”

Paul Temporal, Group Managing Director, Temporal Brand Consulting, Author of Public Sector Branding in Asia

[marketingthecause]

Wired and Mobilizing: Social Movements, New Technology, and Electoral Politics (Routledge Studies in Science, Technology and Society)

Victoria Carty

This book highlights how online networking offers potential for new forms of activist mobilizing, repertoires, participatory democracy, direct action, fundraising, and civic engagement. It calls for a re-conceptualization of some of the main tenets of contentious and electoral politics, which were originally constructed to describe and analyze face-to-face forms of mobilization, in order to more accurately analyze contemporary forms of protest, electoral processes, and civil society organizing.