Making Money While Making a Difference

by Steckel, Richard

• ISBN13: 9780965374491
• ISBN10: 0965374491
• Edition: Revised
• Format: Paperback
• Copyright: 1999-05-01
• Publisher: High Tide Pr

Summary

The essential--and only--guide for managers who want to make a positive social impact and still make a profit. Book jacket.

Author Biography

Richard Steckel, author of Filthy Rich and Other Nonprofit Fantasies, pioneered the use of strategic alliances between for-profits and nonprofits as head of the Denver Children's Museum. As founder of AddVenture Network Inc., Dr. Steckel has helped numerous corporations form partnerships with nonprofits that have paid great financial and social dividends. Companies like Citicorp, Monsanto, Procter and Gamble, American Express IBM, Ben and Jerry's, McDonald's, and dozens of others have all learned how beneficial strategic corporate citizenship can be. Making Money While Making a Difference is a timely resource for business leaders, marketing directors, and anyone who has to justify doing the right thing.

Table of Contents

Introduction	p. 3
Strategic Alliances: Cause-Related Marketing
Why Engage in Cause-Related Marketing?	p. 9
Why Engage in Strategic Corporate Citizenship?	p. 17
Do the Right Thing Or Else!	p. 23
The Dangers of Strategic Alliances	p. 35
Strategic Alliance Options
Cause-Related Marketing	p. 47
Sponsorship	p. 61
Premiums	p. 69
Licensing	p. 73
Vendor Relationships	p. 79
Employee Volunteering	p. 85
In-Kind Donations	p. 91
Strategic Philanthropy	p. 97
There Are No Rules!	p. 109
A Nonprofit Primer
Nonprofits 101	p. 113
Entrepreneurial Nonprofits	p. 125
How to Work with a Nonprofit Partner	p. 137
How to Engage in Successful Strategic Alliances
Getting Down It	p. 145
Setting Goals	p. 151
Picking a Cause	p. 163
Picking a Nonprofit Partner	p. 169
Getting Employees on Board	p. 177
Developing a Campaign	p. 181
One-Shot Campaigns vs. Multi-Layered Ventures	p. 187
Budgeting for a Joint Venture	p. 193
More than Money	p. 197
Telling the Public What You're Doing	p. 205
Evaluating Your Campaign	p. 213
Putting It All Together: A Hypothetical Campaign	p. 219
Conclusion	p. 231
Bibliography	p. 233
Index	p. 239
About the Authors	p. 249
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