November 5, 1998

Don't Take a Simplistic View of Cause Marketing

To the Editor:

Irving Warner makes several important points about cause-related marketing and the need for non-profits to proceed carefully in this increasingly important arena of resource development ("Marketing Deals Shouldn't Be Child's Play," Opinion, September 24).

However, while conveying the author's strong philosophical dislike for corporate-charitable alliances, the column also reflects a simplistic view of these relationships. Several

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