# Nonprofit and Business Sector Collaboration

- Link: https://fundraising.co.uk/books/nonprofit-and-business-sector-collaboration/
- Published: 2003-03-24T23:34:00+00:00
- Author: Howard Lake

**Business managers: are you considering supporting a worthy cause? Nonprofit administrators:
are you considering looking for a corporate partner? Examine ways to reap the benefits—
while avoiding the sometimes-hidden pitfalls—of these partnerships**.
In the last
decade, cooperation between businesses and nonprofit organisations has increased
dramatically. Businesses, no longer content to simply make contribution to worthy
causes, are now working with nonprofits in ways that help them increase their visibility
and reach new consumer groups.

In this book, top researchers explore the how, why, and when of this kind of collaboration.
In addition to examining the various types of relationships that currently exist
between these kinds of organisations and what the future could hold, _Nonprofit 
and Business Sector Collaboration: Social Enterprises, Cause-Related Marketing, 
Sponsorships, and Other Corporate-Nonprofit Dealings_ goes on to explore cause-related
marketing, philanthropy, social enterprise, sponsorships, alliances, licensing agreements,
and more.
This informative book illustrates the motives for and expected outcomes
of developing these collaborative business relationships, and then gets specific
with insightful examinations of:

 * the role that marketing plays in cross-sector collaboration
 * alliances (strategic partnerships, symbiotic marketing, etc.) and the characteristics
   each partner and the partnership itself must have to succeed
 * how the public’s attitude toward a charity can change when the charity accepts
   corporate donations
 * how existing perceptions of a company’s ethics can affect a cause-related marketing
   campaign
 * Pepsi’s cause-related marketing campaigns in Spain—how they were perceived by
   the Spanish population, and their effect on the company’s image there
 * how nonprofits can create successful relationships with corporate sponsors and
   their customers
 * how businesses and arts organisations can work together for their mutual benefit