Strategic marketing for charitable organizations.
A new marketing strategy unites major for-profit corporations with charitable organizations in such a way that both benefit. Most major charitable organizations are finding cause related marketing a new strategy for fund raising. The largest charities in the country including the Red Cross, Special Olympics and the American Heart Association have all become involved with cause related marketing and have all realized its benefits. With these benefits come some risks. The decade of the 1990s should include increased awareness and participation among charitable organizations regarding cause related marketing.
Barnes
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NG
University of Massachusetts, North Dartmouth 02747.
Fitzgibbons
D A
DA
D002608:Charities / Q000191:economics* / Q000458:organization & administration / Q000706:statistics & numerical data; D003132:Commerce / Q000191:economics / Q000458:organization & administration; D016265:Conflict of Interest; D003659:Decision Making, Organizational; D005069:Evaluation Studies as Topic; D005653:Fund Raising / Q000379:methods* / Q000706:statistics & numerical data; D007407:Interviews as Topic; D008389:Marketing of Health Services / Q000379:methods / Q000706:statistics & numerical data; D009935:Organizational Affiliation; D009939:Organizations, Nonprofit / Q000191:economics*; D014481:United States