July 30, 1998

Cashing In on Charity's Good Name

By SUSAN GRAY and HOLLY HALL

Groups gain from marketing deals, but do they sell themselves short?

Last year, Boys & Girls Clubs of America won a $60-million marketing contract with the Coca-Cola Company. Widely believed to be one of the most lucrative marketing deals ever negotiated by a charity, the decade-long agreement paves the way for Coke vending machines to be installed in many of the charity's more than 2,000 clubs. The deal promises the charity not only money, but

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