Barnes N G, Fitzgibbons D A
University of Massachusetts, North Dartmouth 02747.
Health Mark Q. 1992;9(3-4):103-14. doi: 10.1300/J026v09n03_10.
A new marketing strategy unites major for-profit corporations with charitable organizations in such a way that both benefit. Most major charitable organizations are finding cause related marketing a new strategy for fund raising. The largest charities in the country including the Red Cross, Special Olympics and the American Heart Association have all become involved with cause related marketing and have all realized its benefits. With these benefits come some risks. The decade of the 1990s should include increased awareness and participation among charitable organizations regarding cause related marketing.
一种新的营销策略将大型营利性公司与慈善组织联合起来，使双方都能受益。大多数主要的慈善组织都发现与事业相关的营销是一种新的筹款策略。该国最大的慈善机构，包括红十字会、特奥会和美国心脏协会，都已参与到与事业相关的营销中，并都认识到了其好处。伴随着这些好处也存在一些风险。20世纪90年代应该会让慈善组织对与事业相关的营销有更高的认识并更多地参与其中。
