Overview
An in-depth guide written by a veteran of striking deals between the corporate and philanthropic sectors. Author Richard Steckel explains how to conduct cause-related marketing (CRM) programs, sponsorship deals, premium and licensing arrangements, employee volunteer programs, in-kind donations and plain-old charitable giving. Each of these strategies is illustrated with insightful case studies as companies like Citicorp, Monsanto, Procter & Gamble, American Express and IBM team up with nonprofits like World Wildlife Fund, For All Kids Foundation, Keep America Beautiful and ActionAid (Ethiopia).Stepping back, Steckel provides some perspective on how nonprofits approach these kinds of relationships, what they bring to the table and what they hope to gain -- as well as what they stand to lose. In the final section Steckel provides a systematic approach for analyzing your company's objectives, identifying the best approach(es) and seeking out appropriate nonprofit allies.
Synopsis
An in-depth guide written by a veteran of striking deals between the corporate and philanthropic sectors. Author Richard Steckel explains how to conduct cause-related marketing (CRM) programs, sponsorship deals, premium and licensing arrangements, employee volunteer programs, in-kind donations and plain-old charitable giving. Each of these strategies is illustrated with insightful case studies as companies like Citicorp, Monsanto, Procter & Gamble, American Express and IBM team up with nonprofits like World Wildlife Fund, For All Kids Foundation, Keep America Beautiful and ActionAid (Ethiopia).
Stepping back, Steckel provides some perspective on how nonprofits approach these kinds of relationships, what they bring to the table and what they hope to gain -- as well as what they stand to lose. In the final section Steckel provides a systematic approach for analyzing your company's objectives, identifying the best approach(es) and seeking out appropriate nonprofit allies.