Good works!: marketing and corporate initiatives that build a better world,and the bottom line

Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed

Six social initiatives for doing well by doing good.

Marketing Driven Initiatives: Growing Sales and Engaging Customers. Cause promoting: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns.

Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives. Corporate philathropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes.

Offense and Defense. Choosing a social problem to alleviate ; Selecting a social initiative to support the cause ; Developing social initiative programs ; Evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics.

For Nonprofits and Public Sector Agencies Only. A marketing approach to winning corporate funding and support for social initiatives: ten recommendations.