Nonprofit and Business Sector Collaboration

Nonprofit and Business Sector Collaboration

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Business managers: are you considering supporting a worthy cause? Nonprofit administrators: are you considering looking for a corporate partner? Examine ways to reap the benefitsa€”while avoiding the sometimes-hidden pitfallsa€”of these partnerships! In the last decade, cooperation between businesses and nonprofit organizations has increased dramatically. Businesses, no longer content to simply make contribution to worthy causes, are now working with nonprofits in ways that help them increase their visibility and reach new consumer groups. In this book, top researchers explore the how, why, and when of this kind of collaboration. In addition to examining the various types of relationships that currently exist between these kinds of organizations and what the future could hold, Nonprofit and Business Sector Collaboration goes on to explore cause-related marketing, philanthropy, social enterprise, sponsorships, alliances, licensing agreements, and more. This informative book illustrates the motives for and expected outcomes of developing these collaborative business relationships, and then gets specific with insightful examinations of: the role that marketing plays in cross-sector collaboration alliances (strategic partnerships, symbiotic marketing, etc.) and the characteristics each partner and the partnership itself must have to succeed how the public's attitude toward a charity can change when the charity accepts corporate donations how existing perceptions of a company's ethics can affect a cause-related marketing campaign Pepsi's cause-related marketing campaigns in Spaina€”how they were perceived by the Spanish population, and their effect on the company's image there how nonprofits can create successful relationships with corporate sponsors and their customers how businesses and arts organizations can work together for their mutual benefit and more!There is considerable experiential evidence that specific promotional campaigns donating a share of the purchase price to a cause can generate significant sales increases. American Express pioneered this affinity marketing two decades ago by donating a percentage of each credit card purchase and ... Some collaborations have business value because of the direct access to the nonprofita#39;s client base.

Title:Nonprofit and Business Sector Collaboration
Author: Sridhar Samu, Walter W Wymer, Jr
Publisher:Routledge - 2013-04-03

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