February 10, 2000 | Read Time: 1 minute
Making Money While Making a Difference: How to Profit with a Nonprofit Partner
By Richard Steckel, Robin Simons, Jeffrey Simons, and Norman Tanen
This book explores how businesses can increase profits by aligning marketing with charitable causes.
“And when we say profits,” write the authors, “we don’t mean goody-two-shoes profits, but honest-to-goodness, bottom-line-boosting, stock-price-lifting, real profits.”
The authors attempt to back up that statement with examples of successful marketing campaigns involving charities. Nabisco, for example, recently baked crackers in the shape of animals that are endangered species and donated five cents from every box sold to the World Wildlife Fund. Sales of the crackers increased 20 percent over the two-year promotion, write the authors, who are consultants with backgrounds in advertising and fund raising.
They cover other areas in which companies may link themselves to charities, such as sponsorships, licensing arrangements, employee volunteering, and in-kind donations. They explain how a hypothetical grocery chain might use those methods to foster good will with consumers.
Publisher: High Tide Press, 3650 West 183rd Street, Homewood, Ill. 60430; (708) 206-2054; fax (708) 206-2044; 251 pages; $14.95; I.S.B.N. 0-9653744-9-1.
