August 5, 2004

What's in a Charity's Name?

By Holly Hall

Nonprofit groups are measuring how much their 'brand' is worth

In two years, Habitat for Humanity International has more than doubled the amount it raises annually from companies that provide sponsorship fees, building supplies, and proceeds from the sale of products, and run marketing promotions for the charity.

The key to expanding such donations to $41-million last year was not hiring more fund raisers to approach companies or designing new sponsorship opportunities. Instead,

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