Making Money While Making a Difference


Making Money While Making a Difference
How to Profit with a Nonprofit Partner
"Nonprofit organizations have countless opportunities to align their interests with those of enlightened corporations. Richard Steckel is at the cutting edge of aligning these mutual self-interests in ways that are fun and profitable to both parties." – Michael L. Ainslie, President & CEO, Sotheby's Holding
For all the talk of worsening corporate ethics, many companies are improving their social responsibility. Making Money While Making a Difference describes some of these companies, and offers business people a step-by-step way to both increase their contribution to the public good and improve their bottom line. This clear, engaging guide to profit-nonprofit partnerships covers:
  • Choosing a cause
  • Choosing a nonprofit partner
  • Developing a campaign
  • Setting goals
  • Getting employees on board
  • Budgeting for, publicizing and evaluating the program.
Price: $14.95
Format: paperback
Pages: 251
ISBN: 978-0-9653744-9-1
Order number: HT8

Table of Contents

Introduction Part I > Strategic Alliances: Cause-Related Marketing 1. Why Engage in Cause-Related Marketing? 2. Why Engage in Strategic Corporate Citizenship? 3. Do the Right Thing Or Else! 4. The Dangers of Strategic Alliances Part II > Strategic Alliance Options 5. Cause-Related Marketing 6. Sponsorship 7. Premiums 8. Licensing 9. Vendor Relationships 10. Employee Volunteering 11. In-Kind Donations 12. Strategic Philanthropy 13. There Are No Rules! Part III > A Nonprofit Primer 14. Nonprofits 15. Entrepreneurial Nonprofits 16. How to Work with a Nonprofit Partner Part IV > How to Engage in Successful Strategic Alliances 17. Getting Down to It 18. Setting Goals 19. Picking a Cause 20. Picking a Nonprofit Partner 21. Getting Employees on Board 22. Developing a Campaign 23. One-Shot Campaigns vs. Multi-Layered Ventures 24. Budgeting for a Joint Venture 25. More than Money 26. Telling the Public What You're Doing 27. Evaluating Your Campaign 28. Putting It All Together: A Hypothetical Campaign 29. Conclusion Bibliography Index

"In a time when so many corporations are searching for ways to imporove their perception in the marketplace, along with their profits, Making Money While Making a Difference makes an invaluable contribution to American business practice."
– Joan Shapiro, Senior Vice President, South Shore Bank of Chicago
"On the subject of bridge-building between business objectives and social action, Richard Steckel is the international guru. His thinking is ingenious, imaginative, and practical. It's logical and rational and it has a heart. In brief, I'm a fan."
– John Drummond, Director of Communications, United Utilities


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