June 15, 2000

9 of 10 Companies Have Charity Marketing Deals

By DEBRA E. BLUM

Two new surveys have found that about nine out of ten companies are working with charities in what may be termed joint marketing arrangements. The arrangements, often called cause-related marketing, include deals such as sponsorships, in which businesses pay for charity events in exchange for publicity.

The survey released by Cone, a communications company in Boston, and the Harvard Business School Social Marketing Task Force, included 211

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