Common Interest, Common Good: Creating Value Through Business and Social Sector Partnerships

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Harvard Business Press, 2000 - Business & Economics - 278 pages
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With funding for nonprofits shrinking and global markets shaky, our business and social sectors are both confronting an increasingly uncertain future. Many organizations are searching for innovative strategies that will counter the mounting pressures felt by communities and corporations alike. Common Interest, Common Good argues that forward-looking businesses and social sector organizations (both nonprofit and government) can solve many of their problems by working together-while serving the common good in the process.

According to Shirley Sagawa and Eli Segal, alliances between for-profit and the not-for-profit industries yield enormous benefits for both. Businesses can boost their bottom line by leveraging a nonprofit partnership to enhance their image, reach new markets, increase consumer loyalty, and build a positive reputation with current and prospective employees. The upside is just as powerful for nonprofits, because an alliance with a corporation can provide crucial funds and visibility while helping to attract new volunteers and donors. Common Interest, Common Good showcases many such successful partnerships, from corporate sponsorships and cause-related marketing to employee volunteer programs and school-to-work initiatives. The authors also offer some much-needed guidance for avoiding many of the pitfalls that can undermine even the best alliances.

A convincing, deeply felt book by two authors who have devoted much of their careers to helping public and private sectors find profitable new ways of working together, Common Interest, Common Good is a guided tour of the progressive new strategies that can contribute to the purpose of our businesses and the prosperity of our communities.

  

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Contents

Introduction
3
Exchanges
13
Corporate Volunteering Home Depot and KaBOOM
29
Strategic Philanthropy Microsoft and the American Library Association
47
Identity Building Dennys and Save the Children
71
Sponsorship BankBoston and City Year
91
CauseRelated Marketing Calphalon and Share Our Strength
113
Human Resources Ridgeview Inc and NewtonConover Public Schools
135
Social Enterprise Boeing and Pioneer Human Services
153
Partnership Analysis
179
New Value Partnerships
213
Conclusion
235
Notes
247
Index
265
About the Authors
277
Copyright

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About the author (2000)

Sagawa is the former executive director of the Corporation for National Service and is currently deputy chief of staff to First Lady Hillary Rodham Clinton.

Segal is the president and CEO of The Welfare to Work Partnership.

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