Cause-related marketing is an excellent strategy for diversifying a nonprofit’s income stream through corporate partnership, and many nonprofits are beginning to focus their energies on securing this type of support. Cause-marketing partnerships help nonprofit organizations secure funding and generate awareness. The first key to a successful cause-marketing partnership is that the goals of each partner be in harmony. Then, to maximize success, each must contribute to the planning and execution of the partnership. In other words, the corporate partner must do more than simply pay a fee. It must help communicate and activate the cause promotion or message with all the resources it
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