Charities and Companies Can Collaborate to Help Each Other
By M.J. Prest
Senior Editor, Solutions
August 3, 2006 | Read Time: 1 minute
NEW BOOKS
Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits
by Jocelyne Daw
Corporations and charities can align their interests for mutual benefit, writes Jocelyne Daw, vice president for enterprises at the Glenbow Museum, in Calgary, Canada.
Ms. Daw follows the trend from the earliest partnership — through which American Express helped the San Francisco Arts Festival and several Texas museums raise more than $100,000 — to today, when corporations spend more than $1.2-billion annually on promotions that produce $4-billion in support for charities in Canada and the United States, according to recent research.
She urges nonprofit groups and corporate sponsors to learn the nuances of these collaborations that raise money for charities while giving companies a positive image.
“Today, cause programs are becoming more and more complicated and nonprofit organizations have to have the capacity, assets, and ability to work in a corporate alliance at an advanced level,” she writes.
The book provides case studies on cause-marketing programs that have succeeded in those goals.
Ms. Daw has also created a list of the “seven deadly sins” of such programs, including the improper appearance of endorsements, mission conflicts, and relationships that are too one-sided.
Publisher: John Wiley & Sons, 111 River Street, Hoboken, N.J. 07030; (201) 748-6000; fax (201) 748-6088; http://www.wiley.com; 312 pages; $45; ISBN 0-471-71750-9.
