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I've worked for several nonprofit organizations over the years-from higher education to educational travel to the performing arts-and I always thought that nonprofits could learn a lot from the corporate world. In my experience, nonprofit organizations are generally reluctant to openly discuss profit, unless it's in regards to fundraising initiatives. Nonprofit organizations need to make money just like everyone else. How else can they accomplish their missions, after all?
In spite of my day job, I'm not an unabashed cheerleader for all programs positioned as doing well by doing good. I know that cause marketing efforts run the gamut from lousy and flawed to good and even transformative.
Imagine if the donation amount in cause marketing was variable. How would that affect participation and results for the company and the cause? For example, we're all familiar with the cause-marketing campaign that asks you to send in Yoplait carton lids to donate 10 cents to Susan G. Komen for the Cure. Imagine, instead, that the donation amount varies based on the degree to which people participate.