I find the operation of non-profits fascinating. Partly because it is directly in line with my dissertation research examining how charities on product packaging influence a consumer's perception of the product's health, brand perceptions, and charity perceptions. Partly also because non-profits are so needed in our society yet have to look to non-traditional forms of marketing to get the word out about their organization and raise the money needed to operate.
I was reading an interesting article about the Komen foundation the other day (read it here). It talks about how Komen's association with so many for-profit companies (take the KFC "buckets for a cure" campaign as an example) has deteriorated Komen's image. This has led to decreased desire to volunteer with the organization as well as Komen cutting out fundraising events. Non-profits need to stick strong to their values. Yes, money is money, but a cancer research company should not be partnering with a cancer-causing fried fast food joint. Moving away from these values leads to deterioration of brand image and less support - both in man hours and fundraising dollars.
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