Resources for Charities That Pursue Joint Marketing Ventures With Companies

PUBLICATIONS

The Cause Related Guidelines

Produced by Business in the Community, a London charity that promotes corporate social responsibility, these guidelines are designed to provide both charities and companies with a road map of various considerations that should be taken into account in joint marketing promotions. The guidelines outline potential pitfalls and questions to ask during each stage of a marketing’s deal, from initial negotiations to evaluating its success. A companion booklet of seven case studies of effective joint promotions may be ordered for an additional fee.

Publisher: Business in the Community, 44 Baker Street, London W1M 1DH; 0171 224 1600; fax 0171 486 1700; World-Wide Web http://www.bit.org.uk; 24 pages; !#*L15.

Event Marketing: A Management Guide,1997 Edition

Issued by the Association of National Advertisers, this book shows organizations how to plan special events and find corporate sponsors to pay for them. The guide walks organizers through many facets of event organization, from planning the event to measuring and preparing results for sponsors.

Publisher: Association of National Advertisers, 708 Third Avenue, New York 10017-4270; (212) 697-5950; fax (212) 661-8057; World-Wide Web http://www.ana.net; 66 pages; $39.95 plus $5 postage and handling; I.S.B.N. 1-56318-017-0.

IEG Sponsorship Sourcebook, 1998 Edition

Lesa Ukman, Editor

The directory provides information on 300 companies that sponsor sports, music, arts, and other events and includes a listing of sponsorship deals that companies are offering.

Publisher: International Events Group, 640 North LaSalle, Suite 600, Chicago 60610-3777; (312) 944-1727; (800) 834-4859; fax (312) 944-1897; 438 pages; $199; I.S.B.N. 0-944807-28-3.

WORLD-WIDE WEB SITES

Business Committee for the Arts

Maintained by the Business Committee for the Arts, a New York organization that encourages corporate involvement in the arts, this Web site provides details on “best practices” — examples of effective marketing partnerships between arts groups and businesses of all sizes. Visitors can search more than 50 examples, which are categorized by type of company and by corporate objectives in undertaking sponsorship deals. The site also includes figures on corporate spending on the arts, as well as listings of company-sponsored arts events and descriptions of new marketing deals between companies and arts groups.

To get there: http://www.bcainc.og

International Events Group

Maintained by the International Events Group, a Chicago company, this Web site provides statistics on sponsorship, a glossary of marketing terms, information on legal issues, and articles on such topics as the attributes of successful marketing proposals and why sponsorship deals often fail. Visitors can join an on-line discussion group devoted to sponsorship issues. The site also includes links to companies and charities that use their Web sites to promote their marketing and sponsorship ties.

To get there: http://www.sponsrship.com

Philanthropic Advisory Service

Maintained by the Philanthropic Advisory Service, the charity-watchdog arm of the Better Business Bureau, this Web site includes the standards the service urges charities to follow in their fund raising, including guidelines for charities that raise money through marketing promotions with companies. The site also includes reports on specific charities reviewed by the service.

To get there: http://www.bbb.org/about/pas.html