Spring 2004

Volume 1, Number 4

Corporations are in a unique position to get people to change their behavior in a more pro-social way. This approach, called corporate social marketing (CSM), has been used to entice people to prevent or mitigate fire damage to their home and community, and to conserve water. These and other examples are detailed in “Best of Breed,” by Philip Kotler and Nancy Lee in the spring 2004 issue of Stanford Social Innovation Review. The beauty of CSM is that it benefits the company and society.

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Social Innovations

Best of Breed

By Philip Kotler & Nancy Lee

When it comes to gaining a market edge while supporting a social cause, ‘corporate social marketing’ leads the pack.

Social Innovations

Investing in Society

By William F. Meehan, Derek Kilmer, and Maisie O'Flanagan

Charitable donors should think of themselves as "investors" – and should expect returns, just like a stock market investor would.


The Path of Change

By Jerry Porras & Tom Vander Ark

Jerry Porras and Tom Vander Ark discuss how leadership, vision, and competition will determine the future of education.

Social Innovations

Scaling Social Impact

By Gregory Dees & Beth Battle Anderson 3

Strategies for spreading social innovations.

Field Report


Red Bag It

By Muoi Tran 1

Raising a Reader simplifies its message -- and takes off.


The Humanitarian Divide

By Christopher St. John

A Cambodian 'nonprofit company' peddles digitization -- with a social edge.


Work Works

By Gerald Burstyn

For Ready, Willing & Able, finding a home starts with cleaning the streets.

Case Study


Hungry Heart Association

By Kristina Ho Vannoni

A maverick reorganization by an American Heart Association affiliate paves the way for fundraising success.




Donor Satisfaction

By Rosanne Siino

The importance of social identity in giving.


Out of the Loop

By Melissa Fullwood

For nonprofits, communication is often a one-way street.


A Healthy Advantage

By Kimberly Solheim

Nonprofit health care providers are more cost-effective.



Review: The First 90 Days

Review By Jason Baumgarten

Common sense advice for how to survive the launch into a new leadership role.


Review: Trustees of Culture

Review By Frances Philipps

Are elite boards getting out of touch with their organizations' true purpose?


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