Cause Marketing for Nonprofits
Partner for Purpose, Passion, and Profits (AFP Fund Development Series)
Chapter One
The New Corporate-Nonprofit
Engagement
Corporations have long been involved in supporting community, but when
the first cause-marketing programs were successfully implemented, it signaled a
dramatic shift in nonprofit-for-profit relationships: one that recognized corporate
community support could be positioned at the intersection of business objectives
and societal needs.
Cause marketing was initiated over 25 years ago. At the time many nonprofit
professionals viewed it as a fledgling idea, one that should not be considered part
of any serious fund development or nonprofit program. As well-constructed
programs reaped benefits for companies and nonprofits alike, the number of programs
continued to grow. Now more than two decades later, cause marketing
has evolved and developed int ... read full excerpt from Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits (AFP Fund Development Series) ebook
