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

"A must-read for anyone interested in or involved with charity marketing. Jocelyne Daw has captured the subject in an informative and highly readable fashion. Great case studies and hands-on examples of how to navigate the challenging world of social philanthropy."
—Harry A. Abel Vice President, Development and Strategic Alliances National Mental Health Association, Alexandria, Virginia

"Finally, a comprehensive look at the tremendous value of strategic partnerships between for-profit and nonprofit organizations. This is a book for anyone who wants to understand what it takes to successfully embrace cause marketing in your organization."
—Sue Tomney Vice-President, Membership, Communications, and Marketing Imagine Canada

The definitive hands-on guide to cause marketing for nonprofits

When first launched over twenty-five years ago, cause marketing was viewed as a fledgling idea. Today, it is a global phenomenon that has developed into a new way for businesses and nonprofit causes to partner to achieve mutual benefits. Done with care and thought, cause marketing can be a powerful tool to help nonprofit organizations achieve their mission, build their brand, generate revenue, increase awareness, engage individuals, change behavior and attitudes, and make a difference in their community. It can help companies increase their bottom line, attract employees, create pride, appeal to customers and stakeholders, and secure the license they need to operate in many markets. Cause Marketing for Nonprofits provides the insights and tools needed to successfully partner for purpose, passion, and profits.