New book preps nonprofit/corporate worlds to create innovative alliances

By David Hessekiel

There are people who are cynical about cause marketing and quick to criticize programs that are not transparent or that they judge to be ill-conceived. In this Internet age, it's important for companies and nonprofits engaged in cause marketing to do their homework in advance, make their programs transparent and be prepared to respond if criticism surfaces.

David Hessekiel is president of the Cause Marketing Forum and Run Walk Ride. Reach him at dh@causemarketingforum.com