This book is the most complete compendium of cause-related marketing ideas in print. Dr. Steckel and his team have compiled hundreds of ideas that corporations and nonprofits have used successfully. The initiatives feature partnerships that Dr. Steckel helped to forge during the past 20 years. Marketing, advertising, fundraising, fund development and other creative professionals will find the "idea yeast" here to develop outstanding cause-related marketing plans. This is not a "how-to," but rather a valuable reference guide and creativity booster. The strategies can be employed separately, as a whole, or in combination with an organization's existing initiatives.

All of the strategies serve the needs of both the nonprofit organization and its for-profit partner. They are clearly and concisely explained under the headings of Strategy, Underlying Value, Components, and Execution. An extensive index helps the reader find ideas and strategies by name or by subject.