Acknowledgments v

I Introduction 1

1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3

2 Six Social Initiatives for Doing Well by Doing Good 21

II Marketing Driven Initiatives: Growing Sales and Engaging Customers 47

3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49

4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82

5 Corporate Social Marketing: Supporting Behavior Change Campaigns 111

III Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives 139

6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141

7 Community Volunteering: Employees Donating Their Time and Talents 158

8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177

IV Offense and Defense 197

9 Offense: Choosing a Social Problem to Alleviate 199

10 Offense: Selecting a Social Initiative to Support the Cause 206

11 Offense: Developing Social Initiative Programs 211

12 Offense: Evaluating Efforts 217

13 Summary of Best Practices 223

14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228

V For Nonprofits and Public Sector Agencies Only 237

15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239

Notes 253

Index 277