Ten book publishing industry social enterprise and cause marketing campaigns from 2015 demonstrate the value of engagement.

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