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HOW TO: Successfully align charity partnerships

Committing to a charity partnership is great, but making sure it’s the right partnership is imperative. Duncan Parker, managing director of Ethical Goods offers five tips to ensure you get it right

A challenge for any business today, across all sectors of the economy, is how to define itself in a competitive marketplace. Other than price and quality, what can it do to differentiate itself from its competitors? Cause-related marketing campaigns are an ideal solution; working in partnership with a charity can be mutually beneficial by raising funds for a specific cause while still achieving the business’ marketing objectives. Businesses are looking for richer, mutually beneficial relationships to help deliver the company’s own CSR objectives.