Doing Better by Doing Good

Richard Steckel, Author, Robin Simmons, Author, Robin Simons, With
Richard Steckel, Author, Robin Simmons, Author, Robin Simons, With Dutton Books $24 (288p) ISBN 978-0-525-93490-5
Mass Market Paperbound - 978-0-452-27035-0
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Aimed more at businesses than at nonprofit organizations, this anecdote-filled primer suggests, a bit over-optimistically, that alignments of the two can bring mutual success. Steckel and Simons, the coauthors of Filthy Rich and Other Nonprofit Fantasies , offer case studies (e.g., a bank that grants local students scholarships in the form of savings accounts), explain different types of partnerships (including ``strategic philanthropy,'' cause-related marketing and sponsorships) and discuss strategies for implementation. The authors know the territory and make the case that such partnerships are likely to increase. However, while they touch on controversial episodes, such as Philip Morris's much-criticized alliance with the National Archives to celebrate the Bill of Rights bicentennial, they don't sufficiently explore the potential pitfalls. (Nov.)
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