Doing Well by Doing Good: How to Use Public-Purpose Partnerships to Boost Corporate Profits and Benefit Your Community

Doing Well by Doing Good: How to Use Public-Purpose Partnerships to Boost Corporate Profits and Benefit Your Community

by Steckel Ricahrd, Robin Simons
     
 

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…  See more details below

Overview

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.

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Editorial Reviews

Publishers Weekly - Publisher's Weekly
Aimed more at businesses than at nonprofit organizations, this anecdote-filled primer suggests, a bit over-optimistically, that alignments of the two can bring mutual success. Steckel and Simons, the coauthors of Filthy Rich and Other Nonprofit Fantasies , offer case studies (e.g., a bank that grants local students scholarships in the form of savings accounts), explain different types of partnerships (including ``strategic philanthropy,'' cause-related marketing and sponsorships) and discuss strategies for implementation. The authors know the territory and make the case that such partnerships are likely to increase. However, while they touch on controversial episodes, such as Philip Morris's much-criticized alliance with the National Archives to celebrate the Bill of Rights bicentennial, they don't sufficiently explore the potential pitfalls. (Nov.)
Library Journal - Library Journal
A public-purpose partnership is a joint venture between a for-profit business and a nonprofit organization. This guide details how corporations can build market share, improve employee morale, attract new customers, and enhance their corporate image by exercising social responsibility. Steckel, president of AddVenture Network, and Simons explain cause-related marketing, sponsorship, in-kind giving, and more, citing specific examples. Written as a manual for businesses, it covers topics that have not been exhaustively addressed elsewhere. The same authors' (with Peter Lengsfelder) Filthy Rich and Other Nonprofit Fantasies ( LJ 4/1/89) does cover some of the same territory, but from the nonprofit perspective. Recommended for business collections. (Illustrations and index not seen.)-- Elizabeth McKenty, Foundation Ctr., New York

Product Details

ISBN-13:
9780525934905
Publisher:
Penguin Group (USA) Incorporated
Publication date:
10/15/1992
Pages:
288
Product dimensions:
20.00(w) x 20.00(h) x 20.00(d)

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