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IBM. American Express. Proctor & Gamble. Ben & Jerry's. Nike. McDonald's. These are but a few of the major corporations that have paid far more than lip service to public service - and have reaped concrete business benefits for their praiseworthy work.
Now this superb guide shows you how to harness the power of enlightened self-interest by forming alliances with the nonprofit world that can help build market share, introduce new products, and enhance any company's corporate image. With a wide range of fascinating case histories and a rich store of practical advice, this straightforward, comprehensive book vividly details the fundamental strategies and myriad possibilities of a company's joining in partnership with the cause of its choice for the benefit of both.
As president of AddVenture Network, author Richard Steckel advises a worldwide clientele on public-purpose marketing; and in this book he shares the lessons of his long experience, showing you how to pick the nonprofit partner best suited to your corporate goals; gain maximum publicity and maximum enhancement of your corporate image; improve morale and loyalty through employee participation; develop partnerships that involve cause-related marketing, sponsorships, licensing, premiums, in-kind donations and other strategies; avoid mistakes and pitfalls that can cripple the best intentions; and work with nonprofit organizations to best utilize the strengths of all involved.
Also filled with nuts-and-bolts information about various forms of corporate philanthropy as well as legal and tax matters, this definitive guide offers positive proof that virtue can indeed be its own reward.
