Select a nonprofit of your choice and see if they currently have a corporate partner or partners, and describe what kind of marketing relationship the two appear to have

Select a nonprofit of your choice and see if they currently have a corporate partner or partners, and describe what kind of marketing relationship the two appear to have

Nonprofit’s have found them increasingly strapped for financial support from traditional sources such as private donations and government subsidies. They are also increasingly interested in developing better management approaches, and one outcome of this is cause-related marketing.  Cause-related marketing is creating partnerships to generate sales between nonprofit’s and for-profit organizations. Naming rights have also become a big revenue source for nonprofit’s. Here is a little excerpt from The New York Public Library about a recent naming gift: “Mrs. Marron and Dr. LeClerc also announced that Stephen A. Schwarzman has donated $100 million to the Library as the lead gift toward a newly launched fundraising campaign in support of the plan. Mr. Schwarzman, the Chairman, CEO and co-founder of The Blackstone Group, and a Library Trustee joined them at the Library since 2001. His gift is by far the largest single donation in the Library’s history, and, indeed, is t…………..

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Relevant vocabulary:

Foundations – Every organization that qualifies for tax exemption as an organization described in section 501(c)(3) is a private foundation unless it falls into one of the categories specifically excluded from the definition of that term (referred to in section 509(a)). In addition, certain nonexempt charitable trusts are also treated as private foundations. Organizations that fall into the excluded categories are institutions such as hospitals or universities and those that generally have broad public support or actively function in a supporting relationship to such organizations.  As defined by the IRS.

Corporations – In forming a corporation, prospective shareholders exchange money, property, or both, for the corporation’s capital stock. A corporation generally takes the same deductions as a sole proprietorship to figure its taxable income. A corporation can also take special deductions. For federal income tax purposes, a C corporation is recognized as a separate taxpaying entity. A corporation conducts business, realizes net income or loss, pays taxes and distributes profits to shareholders. As defined by the IRS.

Question:

1.  Select a nonprofit of your choice and see if they currently have a corporate partner or partners, and describe what kind of marketing relationship the two appear to have.  If there is no evident corporate partner then suggest a corporate partner.  

2.  Choose one of the sites from the Independent research section and discuss why you think it is important for a nonprofit marketing manager to either understand the concept or understand the definition of a certain financial term. Here are the sites: