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The corporation gains an image of social consciousness, while the not for profit receives valuable marketing publicity, and, in some cases, money. While cause related marketing provides many benefits for not-for profit organizations, this type of business deal can also prove to be a double-edged sword.
Cause related marketing gained notoriety in the early 1980’s when American Express raised money for the restoration of the statue of liberty. American Express donated a penny to the cause each time its credit card was used. As a result, American Express saw an increase in the usage of their credit cards, and in their membership numbers...
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