Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line
People who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world.Good Works!is a real-world guide written for the legions of well-intended professionals attempting the delicate balancing act of simultaneously generating financial and social dividends.Purpose-driven marketing has moved from a nice-to-do to a must-do for businesses.Good Works!provides the actionable advice people need to integrate marketing and social initiatives into their firm's overarching business goals. It's a handbook that prepares corporate managers and staff to choose the most appropriate issues, best partners, and highest potential initiatives. For nonprofits and public sector agencies seeking corporate support,Good Works!offers the insights needed to create mutually beneficial partnerships. Its pages are full of step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to:Persuade consumers to join your company in supporting a good causeSupport product sales and consumer engagement by linking them to donationsEncourage and organize employees to donate their time and talents to your causeChange the way you do business to achieve a worthwhile social outcomeDeal with the inevitable cynics and criticsGood Works!is a book for business builders, not a corporate social responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impactsandbottom-line business results. WithGood Works!,you'll find that you can simultaneously elevate your cause and your profits—the ultimate win-win.