Good Works!

Acknowledgments

I Introduction
1 Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed
2 Six Social Initiatives for Doing Well by Doing Good

II Marketing Driven Initiatives: Growing Sales and Engaging Customers
3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause
4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions
5 Corporate Social Marketing: Supporting Behavior Change Campaigns

III Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives
6 Corporate Philanthropy: Making a Direct Contribution to a Cause
7 Community Volunteering: Employees Donating Their Time and Talents
8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes

IV Offense and Defense
9 Offense: Choosing a Social Problem to Alleviate
10 Offense: Selecting a Social Initiative to Support the Cause
11 Offense: Developing Social Initiative Programs
12 Offense: Evaluating Efforts
13 Summary of Best Practices
14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics

V For Nonprofits and Public Sector Agencies Only
15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations
Notes
Index