Summer 2011 Class I am Teaching - Cause & Partnership Marketing

1. Cause & Partnership Marketing
Course Overview
Cause marketing, using charitable activities as a
form of marketing, has evolved into a long-term
discipline for both non-profit organizations and
businesses. Students will:
• Discover this long-term and fast growing
marketing strategy that blends the revenue
generating and awareness raising goals of
non-profits, corporations, and media alike
• Learn new ways to differentiate your
organization while aligning community
issues with consumers
• Discover new strategies for long-term growth
& steps for establishing strategic
partnerships
• Explore new ways to structure fundraising
efforts
• Receive support building your Cause Course Details:
Marketing plan using best practices and
current valuation of benefits based on San When: Thursdays, July 14- Sept. 8, 2011
Diego and national markets Time: 6:00 -9:00 p.m. (9 mtgs.)
• Case studies include local, national and Fee: $415
global campaigns from the City of San Diego, Credit: 3 units
to American Express, and UNICEF Section ID: 083549
Instructor: Brian P. Hawkins
A cause-marketing pioneer since 1991, Brian has consulted
with local, national, and global companies, nonprofits and
media. He has developed campaigns that have raised
significant awareness and funds for clients including; AT&T,
BMW, Bank of America, Farmers Insurance, and Sempra
Energy, American Red Cross, Reuben H Fleet Science Center,
Kids Korps, and World Vision. Brian speaks on the subject
through conferences and has taught cause marketing since
creating the first related university course at UCSD. Visit
www.causemarketing.com &
www.twitter.com/causemarketing
Information
Lisa (Gantz) Farnan
(858) 534-8136
lfarnan@ucsd.edu
extension.ucsd.edu/fundraising