Guiding Vision

Several years ago I took a class for nonprofits about getting local sponsorships led by Joe Waters. Since then I’ve learned a lot from him just by reading his blog and following him on twitter.

Recently Joe and Joanna MacDonald poured all of their cause marketing expertise into a 316 page book, Cause Marketing For Dummies.

It’s primarily written for nonprofit organizations who want to create cause marketing programs. Businesses would gain valuable insight as well, learning how partnering with a cause can boost sales and provide a “halo effect” of being seen as supporting a worthy cause.

The authors do a great job of leading the reader step-by-step through the creation of a successful cause marketing campaign. In true Dummies style, the book is easy to read, and features numerous tips and sidebars. They tackle some of the toughest problems that marketers face such as cold calling and getting past gatekeepers.  There are even sample scripts for when you call on prospects.

While it’s a practical book, it’s far from being a dry read. They occasionally throw in some humor to keep you engaged and entertained. (Comparing cause marketing to the Borg was one of many chuckles as I read this book.)

What amazed me most about the book was how many great examples are included. There’s nearly a dozen real-world cause marketing campaigns in the first chapter alone!

The examples aren’t just from the “big guys” either. They show how even small businesses and local nonprofits can partner for mutual benefit. Where needed Joe and Joanna comment or explain why the campaign worked so well or why it failed. These examples show strategy, tactics and ideas that other organizations can use themselves.

The authors are expert at the art of “pin-ups.” You know, those cards you sign when you donate a dollar or two at the checkout counter? They prove that even small local orgs can run these programs successfully.

You’ll also find many unusual and cutting edge strategies here, including QR codes, location based marketing (i.e. Foursquare) and other online and mobile strategies.

One of the oddest examples of a successful cause marketing campaign came from White Castle. They sold a hamburger and onion scented candle, benefiting Autism Speaks. (I love candles but hamburger and onion? Really?) They sold out all 10,000 candles in less than 48 hours. Amazing. The screenshot included in the book was of Autism Speaks blog promoting the candle. While Joe and Joanna don’t go into the details on this campaign, I suspect that online marketing had a lot to do with the success of this project.

While the authors have boundless enthusiasm for the subject, they temper this with level-headed advice. There are sections that explain why cause marketing isn’t for everyone. They also insist that cause marketing be a part of the overall funding strategy.

I’d actually love to see a series of short videos based on this book. I know from my own board service that educating board members, staff or volunteers about an in depth subject such as this can be a challenge. They have a limited amount of time and may not be likely to read the whole book, nor would they need to. But for an organization to succeed at planning a cause marketing program (including adding staff or consultants) they will likely need buy-in from decision makers. Having short videos to show would help sell this as a winning strategy for the organization to pursue.

If you are interested in how to promote your cause or business using cause marketing, I’d highly recommend picking up a copy of Cause Marketing For Dummies!