Log in
Building the Knowledge Base of Nonprofit Management:
A Searchable Database
Cause-Related Marketing, Philanthropy; and the Arts
Abstract
Joint fundraising and promotional programs between busi¬nesses and nonprofits, often referred to as cause-related mar¬keting, have been on the rise. During the 1980s, many large corporations initiated cause-related marketing programs. Less is known, however, about how widespread cause-related marketing has become among medium-size companies. In the study of 478 medium-size businesses reported here, one-fifth made contributions to nonprofits as part of cause-related marketing programs, and more were becoming interested, but many of the businesses were dissatisfied with the effect of their contributions to nonprofits. Satisfied business partici¬pants actively recommended nonprofits to other business owners and intended to increase their own contributions. The authors provide additional insights on business donor motiva¬tion through their application of the Seven Faces framework.
Journal
(1995)
vol5
no3
pages249
Categories
-
Nonprofit Service Sectors
-
Arts
