charity (or not-for-profit) marketing

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Use of promotional and communications techniques to assist charities to gain greater exposure for their cause and greater support for it. Charities are primarily using marketing not for profit, but for contributions. In recent years, organizations such as Médecins Sans Frontières, OXFAM, and Save the Children have become increasingly assertive in their advertising and sponsorship-seeking efforts. Increasingly, charities seek out corporate sponsorships in order to improve their funding; corporations seek out charities to improve their reputation. See also cause-related marketing.

Subjects: Marketing.

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