Introduction : 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 promotion: 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 philanthropy: 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 : Offense: choosing a social problem to alleviate ; Offense: selecting a social initiative to support the cause ; Offense: developing social initiative programs ; Offense: 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.