Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line

//Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line

Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line

[wpramazon asin=”1118206681″]

By | 2012-09-25T21:24:39+00:00 September 25th, 2012|Arizona Marketing|3 Comments

About the Author:

3 Comments

  1. Anonymous September 25, 2012 at 9:52 pm
    4.0 out of 5 stars
    A Cause Marketers Must-Read, August 7, 2012
    By 

    This review is from: Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line (Hardcover)

    Hessekiel has essential and invaluable experience and insights to share on Cause Marketing — a category visionary.
    His years leading the Cause Marketing Forum have enabled him to rub shoulders with the most progressive and influential brands and philanthropies on the planet.

    Help other customers find the most helpful reviews 

    Was this review helpful to you? Yes
    No

  2. Anonymous September 25, 2012 at 10:09 pm
    5.0 out of 5 stars
    Refreshing Corporate Overview of Cause-Focused, Strategic Initiatives, July 20, 2012
    By 
    Megan Strand (Vancouver, WA) –

    This review is from: Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line (Hardcover)

    Good Works! provides an excellent overview of six social initiatives that companies can, and are, employing to secure their place as an active and viable contributor to society, both economically and socially.

    The book is overflowing with excellent case examples about what companies are doing from a strategic perspective in this realm. While, as consumers, we often see glimpses into their efforts, Good Works! does a thorough job of allowing us to ‘peek behind the curtains’ at signature corporate programs that have fared the test of time and consumer scrutiny.

    Good Works! is both an excellent primer for social responsibility efforts as well as a call for companies to raise the bar on existing social initiatives.

    My favorite chapters (because of my professional role) are those that fall under “Marketing Driven Initiatives: Growing Sales and Engaging Consumers” – the case examples are robust (which is often hard to find in this industry) and span a wide diversity of program types, causes and consumer groups.

    If you’re interested in this field or already a part of a corporate social initiative, Good Works! is a must-read!

    Help other customers find the most helpful reviews 

    Was this review helpful to you? Yes
    No

  3. Anonymous September 25, 2012 at 10:49 pm
    5.0 out of 5 stars
    Good Works! is a Great Book for Companies & Causes, July 12, 2012
    By 

    This review is from: Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line (Hardcover)

    This is an exciting new book for marketers as we finally have a place where David Hessekiel, founder of Cause Marketing Forum, has shared his experiences, insights and advice on cause marketing and corporate partnerships. This book takes you from start to finish on why doing well by doing good is no longer optional, through developing a program and measuring the results.

    Some of the chapters I really enjoyed included:

    Chapter 4: Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions

    This chapter has a clear explanation of the transactional programs I write about on my blog and nine great examples of model programs. The authors also include a useful section at the end on When Should Cause-Related Marketing be Considered.

    Chapters 9 – 14: Offense and Defense

    These five chapters take you from choosing a social problem to tackle to developing a program to evaluating your success and dealing with critics and cynics. The latter is particularly helpful as consumers are more closely scrutinizing cause marketing programs. These chapters are a great addition to the conversation around cause as companies are looking for more step by step advice to get started and to stay on course with good works.

    Chapter 15: A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations

    I love this chapter, which is prefaced with the heading For Nonprofits and Public Sector Agencies Only. It also has a wonderful quote from one of my idols, Share Our Strength’s Billy Shore, that every cause marketer should memorize. The authors’ ten recommendations are really commandments that nonprofits shouldn’t break (I’ve added the Old Testament language).

    Thou shall develop a list of social issues that your organization or agency is currently charged with supporting

    Hallelujah! The process starts within, not without!

    Thou shall listen to their business needs.

    Thank you, Philip, David and Nancy. No, nonprofits, it’s not all about you. Zip it.

    Thou shall handle as much of the administrative legwork as possible.

    Yes! Don’t give partners an excuse to say no.

    David and his co-authors have written a book that is interesting, comprehensive and most of all, useful. This book is wonderful read on its own. But do yourself a favor and read it with my other favorite cause marketing book, Breakthrough Nonprofit Branding by Jocelyne Daw, Carol Cone, Kristian Darigan Merenda and Ann Erhard.

    Together, the two books combine principles with purpose to give companies and causes the tools they need to build a better world.

    Help other customers find the most helpful reviews 

    Was this review helpful to you? Yes
    No

Comments are closed.