An article published in the Guardian last week has revealed that charities are increasingly allying themselves with leading brands in an attempt to generate funding and market their values to potential new supporters. Teck-young Eng argues that multiple brands offer charities new ways to appeal to particular groups, which will enable them to diversify their stakeholder base and ensure the long-term sustainability of their work.
Read the full article online here:
http://www.guardian.co.uk/society/2009/oct/14/charities-branding-profit-values
Tags: Non-profits