The art of ‘Philanthroship’: Blending non-profit and corporate goals for outside-the-box partnerships benefitting brand and community

Curt Mosel

Journal of Brand Strategy, 2018, vol. 7, issue 2, 154-162

Abstract: When it comes to corporate partnerships and brand marketing, navigating the rapidly changing landscape can be a challenge for many event-based non-profits. Among the most successful non-profit organisations today are those that blend their missions and goals with the objectives and goals of their corporate partners for the betterment of the entire community. This paper discusses the key to having exceptional success in developing non-profit–corporate partnerships: stop, look and listen.

Keywords: corporate responsibility; strategic branding; experiential marketing; inventory development; peak on peak programming (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:7:i:2:p:154-162

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