The Goodwill Gap

Most brands treat charitable giving as an expense. The Goodwill Gap shows how to build it as a growth system.

From Built From Experience Press, this practical strategy guide explains how product companies, creators, retailers, agencies and nonprofit partners can build cause-driven programs that create sales, expand reach, strengthen trust and generate meaningful charitable funding at the same time.

The framework is informed by 25+ years of real-world business, product and fundraising experience, including programs that helped generate more than $5 million for major charitable causes. Rather than treating cause marketing as a logo, donation line or one-time promotion, The Goodwill Gap shows how to build a repeatable partnership where the product, customer, charity and business all have a reason to keep participating.

Inside, readers will learn how to choose the right nonprofit, structure product-based fundraising partnerships, build sustainable donation percentages and pricing, manage charity name and trademark permissions, develop cause-specific products and packaging, use ecommerce and retail channels, create co-marketing commitments, report donations and impact, and turn one successful program into a repeatable cause-commerce platform.

The book also includes sample outreach language, partnership templates, financial examples, checklists, implementation tools and a 90-day build-and-launch framework.

This is not theory about "giving back." It is a field guide for building programs that sell, raise money, deepen trust and last.