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Cause Related Marketing: Models of Business Support for Charity
chapterposted on 2023-02-05, 23:24 authored by David BednallDavid Bednall, I M Walker, H LeRoy, D Curl
Faced with declining funds from government and the public, charities have increasingly sought support from business organizations (Industry Commission, 1995). Three main types of support have been sought, namely donations, sponsorship and coalignments (commercial business deals, e.g. licensing the use of a logo). Organizations can provide either money or in-kind support, such as goods, services and staff time.