Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.

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

How to find your cause, create winning campaigns—and keep the cynics at bay! People who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Good Works! is a real-world guide written for the legions of well-intended professionals attempting the delicate balancing act of simultaneously generating financial and social dividends. Purpose-driven marketing has moved from a nice-to-do to a must-do for businesses. Good Works! provides the actionable advice people need to integrate marketing and social initiatives into their firm's overarching business goals. It's a handbook that prepares corporate managers and staff to choose the most appropriate issues, best partners, and highest potential initiatives. For nonprofits and public sector agencies seeking corporate support, Good Works! offers the insights needed to create mutually beneficial partnerships. Its pages are full of step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to: Persuade consumers to join your company in supporting a good causeSupport product sales and consumer engagement by linking them to donationsEncourage and organize employees to donate their time and talents to your causeChange the way you do business to achieve a worthwhile social outcomeDeal with the inevitable cynics and critics Good Works! is a book for business builders, not a corporate social responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. With Good Works!, you'll find that you can simultaneously elevate your cause and your profits—the ultimate win-win.