Published on January 28, 2016
1. The Book Industry MakesGood Social Enterprise and Cause Marketing Highlights from 2015
2. The Book Industry MakesGood The publishing and book selling industry has a long history of commitment to promoting literacy through book donations. But with the evolution of social enterprise and cause marketing, the industry is expanding its efforts in creative and often dramatic ways. More than simply doing what is right for the greater good, there are persuasive commercial arguments for engaging in what was previously a purely philanthropic endeavor. Providing resources for a worthwhile cause has obvious merits. But successful campaigns offer additional benefits for sales and marketing efforts, branding, author relations, customer acquisition and retention. Representing publishers large and small, retailers, and authors, this is a sampling of some of the most compelling campaigns from 2015 and how they benefit the organizations behind them. Social Enterprise and Cause Marketing Highlights from 2015
3. PenguinUK JohnGreen TeenCancerTrust The Fault in OurStars author partners with his UK publisher to provide special perks to participants in the Night of Infinities Sleepover to raise funds to fight teen cancer. Why itWorks • Builds on author profile • Creates direct-to-reader engagement • Aligns content with cause
4. Scholastic ReadingClub We Need Diverse Books Publisher and nonprofit partner to curate 75 new and classic titles that represent diversity of subject and author so 2.5 million young book club readers have a chance to see themselves in the story. Why itWorks • Reaches targeted audience • Gives backlist new life • Updates publisher brand • Validates market demand
5. Ripley’s Believe It or Not Barbara Bush Foundation Novelty publisher hosts platform for young readers to write their own mini adventure story. Each entry triggers a $1 donation to U.S.-based literacy organization. Why itWorks • Captures customer/donor contact information • Invites reader participation • Generates immediate follow-up communication
6. Joe Fresh HarperCollins Library ForAll Clothing retailer joins with major publisher to highlight global digital library nonprofit by hosting in-store author readings, technology demos, and special sales of books and clothing to raise funds. Why itWorks • Grows retail foot traffic • Strengthens publisher/author relations • Engages with donors personally
7. Penguin Random House First Book Largest U.S. publisher introduces social media hashtag campaign to promote discussion of books as holiday gifts that generate the donation of 50,000 books to children’s literacy nonprofit. Why itWorks • Reveals and reinforces value of books for readers • Allows readers to express individuality, creativity • Enables customer/donor profiling
8. Chronicle Books First Book Major independent publisher continues fourth annual holiday campaign on multiple social media platforms, inviting readers to pledge to give books. Pledges result in book donations to children’s literacy charity and can be tracked via coloring page on host site. Why itWorks • Commits reader to action • Harnesses current coloring book trend • Encourages return visits to monitor campaign
9. arsEdition PubCoder German publisher and digital publishing software company partner to create a German and English language picture dictionary ebook for Syrian refugee children available as a free download. Why itWorks • Tests digital workflow • Establishes ties to new customer base • Promotes ebook creation tool
10. LittlePickle Press Hand in Hand for Syria Registered B-corp and independent press launches promotional campaign to share new title’s message of humanity and donate proceeds to aid Syrians in the war-torn country. Why itWorks • Raises profiles of both organizations • Demonstrates commitment to mission • Expands series appeal
11. Waterstones Oxfam Through online and in-store displays and in partnership with publishers and authors, high street retailer donates 100% of sales price of select books to support Syrian refugees in crisis. Why itWorks • Connects to major news event • Introduces authors to new readers • Offers significant fundraising potential
12. Patrick Ness SavetheChildren YA author commits matching funds for Syrian refugee children in Twitter campaign. He is joined by several fellow authors and ultimately raises over one million dollars for aid agency. Why itWorks • Engenders partnership between author and readers • Personalizes author beyond the works • Motivates readers to act
13. The Book Industry MakesGood Social enterprise and cause marketing campaigns in publishing offer more than good will.The best campaigns benefit multiple aspects of a company’s sales and marketing efforts, branding, author relations, customer acquisition and retention, and even offer opportunities to test market products and experiment with new workflows. In addition, studies increasingly indicate consumers base their purchase decisions on the reputation and social engagement of the brand.This is particularly true of the growing Millennial market. The book publishing and retailing industry is uniquely positioned to take advantage of this market shift.With a product that from its inception was intended to foster literacy, community, and intellectual engagement, it is a prime vehicle to promote the causes that matter most to employees, corporate stake holders, and most importantly to readers. By ensuring social enterprise and cause marketing campaigns are an integral part of the strategic plan, the book industry makes good on the promise of stronger companies and a better world. Social Enterprise and Cause Marketing Highlights from 2015
14. For Further Discussion http://penguinblog.co.uk/2015/05/05/a-night-of-infinities/ http://mediaroom.scholastic.com/press- release/wehavediversebooks-kids-scholastic-reading-club-holiday http://www.ripleys.com/blog/literacy/ http://blog.joefresh.com/2015/10/joe-fresh-partners-with-library- for-all-and-harpercollins-in-e-book-campaign/ http://www.giveabook.us/ http://www.chroniclebooks.com/blog/2015/11/16/pledge-to- givebooks-and-well-donate-a-book-to-a-child-in-need/ http://www.arsedition.de/newsdetail-1-1/willkommens_abc-490/ http://www.littlepicklepress.com/help-syrians-in-need-show- children-what-it-means-to-be-global/ https://www.waterstones.com/campaign/buy-books-for-syria http://www.theguardian.com/books/2015/dec/18/patrick-ness- interview-foreign-country-syrian-refugees Ashley Gordon Mockingbird Cause Publishing + Digital Strategy + Social Impact Ashley@mockingbirdpublishing.com @mockingbirdpub
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