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Nonprofit Businesses

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Cause Marketing Partnerships Overview

Cause marketing is like a marriage: You need a partner. But choosing that special someone is never easy. Compatibility is important, but you also want a good provider. No one wants to wake up one morning [more…]

Managing Prospects through a Circle Strategy

Whether you’re a cause or a company, employing a circle strategy in which you plot your prospects on a target and move from your strongest leads in the bull’s-eye to the weakest ones in the outer circles [more…]

Researching a Company for Your Cause

Before you even think about asking a company to support your cause, ask the following questions about each one. Answering these questions first will save you time, a lot of frustration, and maybe even [more…]

Identifying the Right Cause for Your Company

Some of the things that apply to a nonprofit finding a good company are also applicable to a company finding a good cause with which to partner: [more…]

Find the Best Companies for Your Cause Marketing Campaign

To find a partner company, start by working with your innermost circle and contact your cause's current supporters and donors. Because they know you better than anyone else, they can open doors to other [more…]

Keep Organized with Customer Relationship Management (CRM)

A Customer Relationship Management (CRM) tool helps you record and track your contacts. The circle strategy can help you identify cause marketing prospects. But remembering all those contacts and your [more…]

National versus Local Company Cause Partnerships

Ideally, you want to find a way to partner with both national and local companies in your cause marketing. But you need to know the pros and cons of each type. [more…]

Managing Cause Partners with Lots of Locations

Most successful cause marketing campaigns involve businesses with multiple locations. For example, Chili’s Grill & Bar raised $6.2 million for St. Jude Children’s Research Hospital in 2008. This is an [more…]

Considering Cause Marketing

Most causes and companies should consider cause marketing and focus on the positive things it can result in but cause marketing won’t work for everyone. Remember these key things when considering cause [more…]

Cause Partners Asset Leveraging

As a cause marketing partner of One Warm Coat — a national effort to provide any person in need of a warm coat with one free of charge — retailer Burlington Coat Factory supported the charity with 8,000 [more…]

New Cause Partners thru Your Fundraising Events

Most causes have fundraising events, but they don’t view them as the assets they are. To many, cause marketing is one type of fundraising, and special events is another, without ever thinking to combine [more…]

Improving Cause Marketing Results: Motivation

Highly motivated consumers and employees can make a big difference in the success of your cause marketing program. Motivation is especially important for local programs because they generally involve smaller [more…]

Improving Cause Marketing Results: Employee Training

Well-trained employees can play a big role in the success of your cause marketing program. Not only should your employees be well trained in how to execute the program, but it also helps if they’re well-trained [more…]

Closing the Cause Marketing Deal: Feelers

The cause marketing prospects which are feelersare driven by their emotions. They don’t fixate on the graphs and charts and numbers. They focus on the pictures, watch the videos, and listen to the stories [more…]

Reaching Out to Cause Marketing Prospects

Before trying to communicate with a cause marketing partner prospect, take a minute to consider how you plan to connect with her about cause marketing. How do you plan to identify with the needs of the [more…]

Cause Marketing Prospect First Interaction

Your first interaction with a cause marketing prospect probably won’t be in person. It will be over the phone or e-mail. There’s a schism about the best way to initially connect with prospects: phone or [more…]

Getting Your Cause Marketing Prospect Talking

Meeting with a cause marketing prospect isn’t like a poker match with opponents eyeing each other waiting for someone to make the wrong move. The more you get your prospects talking, the better the chance [more…]

Positioning Cause Marketing as Win-Win-Win

When communicating by phone or e-mail, it’s critical that you position cause marketing as win-win-win. A win for the company. A win for the customer. A win for the cause. Here are some suggestions for [more…]

Dealing with Cause Partner Gatekeepers

Gatekeepers, employees who stand between you and a cause partner decision maker, are an inescapable part of sales. Your goal is not to avoid or demonize gatekeepers, but to get them to join your team. [more…]

Staying Top of Mind to Your Cause Prospects

Cause marketing isn’t a complicated topic like tax law or rocket science, so it’s unlikely that the prospect will need to be reminded what is is and how it works. More likely, you’ll need to gently remind [more…]

Using a Blog to Stay Relevant to Cause Prospects

Calling and e-mailing a prospect isn’t the only way to stay top of mind to your cause marketing prospects. Another great way is a blog. A blog is an online journal that is regularly updated with the most [more…]

Keeping Communications Open after a Prospect Says No

During the course of a sales cycle with a cause marketing prospect, you’ll surely have many conversations, but there’s one word you never want to hear: No, as in, “No, we have no interest in working with [more…]

Preparing for the Initial Cause Prospect Meeting

Congratulations! You’ve landed a meeting! A first meeting with the prospect is a big step toward closing a cause marketing deal. Prospects are busy and generally don’t give their time to meet with just [more…]

Initial Cause Prospect Meeting: Attendees

If you have a choice about who attends the first meeting with a cause prospect, don't bring your boss, a board member, or your president, do everyone a favor and leave them back at the office — at least [more…]

Initial Cause Prospect Meeting: Bringing Your Questions

It’s crucial that you understand the cause marketing prospect’s needs and goals and ask smart questions at that first meeting. Here are 15 questions that always come up in meetings and lead to productive [more…]


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