Philanthropy is not for corporations. All charitable giving should serve a business purpose.
In this summary you will learn
- What benefits cause-related marketing offers
- How to create a cause-related marketing campaign
- Which companies have successful CRM campaigns
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Why you should read Cause for Concern
Stephen M. Adler explains how corporations can pair with charitable causes to enhance their visibility, goodwill and sales in this brief, straightforward book that includes illuminating case studies. Adler is realistic about the purposes of corporate philanthropy. He argues that it should always make business sense. He shows that nonprofits also are thinking of survival and growth: They use their causes to drive contributions and keep themselves in business. getAbstract recommends this book to marketers who want an overview of how corporations and charities can work together – for their mutual benefit and for that of society.
About the Author
Stephen M. Adler has designed many cause-related marketing programs for corporations, including several Fortune 1000 companies.
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