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Corporations put their marketing dollars where they are going to get the best return on their investments. So your job is to figure out why your nonprofit is a better investment than, say, an insert in the newspaper.
Know what you have to offer
Marketing is about give and take — Company X gives up money in exchange for advertising or "promotional consideration." Cause-related marketing agreements aren't entered into simply because companies want to help make the world a better place. Sure, they all do (or say they do), but that's the role of their corporate philanthropy departments.
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Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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