Partnering Small Enterprises and Local Nonprofits to Help Sustain Local Economies and Reduce the Spread of COVID-19
Original Article by World Medical & Health Policy cited below
Summary by Simply the Basics
This article explores the ways in which businesses and nonprofit organizations can partner to aid the public in situations of crisis. With a focus on the COVID-19 pandemic, the author describes the benefits of “cause‐related marketing (CRM), where a business donates a portion of its sales to a nonprofit partner to help it address a social need, such as health care or food insecurity.” CRM campaigns benefit the business, the nonprofit, and the public sector through generating revenue, donations, and social rewards, respectively.
Steps involved in structuring a CRM campaign involve a firm and a nonprofit forming a partnership to address a public need or cause, deciding upon the campaign's elements (ie. respective responsibilities, the scope of the firm's sales included in the campaign, and the percent of sales revenues to be donated to the nonprofit), jointly implementing the campaign for a specific time frame, and the nonprofit spending the donation to address the designated cause.
Continue reading to learn more about the history of CRM campaigns, past success stories and examples, potential limitations and biases, and policy implications.
Citation: Donahue, P.F. (2020), Partnering Small Enterprises and Local Nonprofits to Help Sustain Local Economies and Reduce the Spread of COVID-19. World Medical & Health Policy, 12: 374-379. https://doi.org/10.1002/wmh3.360
