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How to Save the World
Unformatted Document Text:  12 environmental business practices relies on foundations and grants for 90% of its budget, which adds up to over $1 million. Despite this organization’s success, grants are not considered reliable by some agencies. “We try not to rely on government or foundation grants,” says the PR director for an agency in Boston. “We are trying to be a more sustainable organization where we don’t have to rely on those one or two year grants that last for a finite period and then we suddenly find yourself scrambling for more monies. We have also found that the process of applying to grants can be frustrating and extremely time-consuming as well.” The data suggest that some non-profit environmental agencies are turning to cause-related marketing to raise funds and name-recognition. One world-renowned organization collaborated with a camera manufacturer and, in addition to placing its logo on a model of camera, the group received a portion of sales over a three-year period. “The deal worked really well,” said its PR director. “We were able to make a substantial amount of money and [the camera manufacturer] got tons of great PR and is now highly regarded as an advocate for the environment.” Has your organization ever solicited corporate donors? If so, was it successful? As the Enrons and Worldcoms of the world continue to disappoint their stakeholders and the public at large, the confidence level that citizens place in the integrity of American and British corporations continues to dip. To bandage their reputations and head off any tarnishing in the future, more corporations are not only becoming more receptive to assisting non-profits in the environmental arena, but also approaching these organizations with plans of their own. The time has come when a corporation is no longer viewed as environmentally friendly simply because it has a recycling program. As citizens become increasingly aware of the plight of our planet, more corporations have partnered with environmental agencies in a symbiotic relationship where the organization receives much-needed support and the corporation’s image becomes a few shades greener. Treading Carefully There is still some lingering mistrust between corporate America/England and environmental watchdogs. “We have been approached by an increasing number of corporations in the past several months,” said one respondent who works for a UK trust for endangered species. “But we check these corporations quite carefully to make sure thay don’t treat us like a logo they can put on their buttons saying, ‘Hey, we are environmentally friendly!’ or ‘Yes, we are as concerned

Authors: Nordhoff, Andrew. and Downes, Edward.
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environmental business practices relies on foundations and grants for 90% of its budget, which
adds up to over $1 million. Despite this organization’s success, grants are not considered reliable
by some agencies. “We try not to rely on government or foundation grants,” says the PR director
for an agency in Boston. “We are trying to be a more sustainable organization where we don’t
have to rely on those one or two year grants that last for a finite period and then we suddenly find
yourself scrambling for more monies. We have also found that the process of applying to grants
can be frustrating and extremely time-consuming as well.”
The data suggest that some non-profit environmental agencies are turning to cause-related
marketing to raise funds and name-recognition. One world-renowned organization collaborated
with a camera manufacturer and, in addition to placing its logo on a model of camera, the group
received a portion of sales over a three-year period. “The deal worked really well,” said its PR
director. “We were able to make a substantial amount of money and [the camera manufacturer]
got tons of great PR and is now highly regarded as an advocate for the environment.”
Has your organization ever solicited corporate donors?
If so, was it successful?
As the Enrons and Worldcoms of the world continue to disappoint their stakeholders and the
public at large, the confidence level that citizens place in the integrity of American and British
corporations continues to dip. To bandage their reputations and head off any tarnishing in the
future, more corporations are not only becoming more receptive to assisting non-profits in the
environmental arena, but also approaching these organizations with plans of their own. The time
has come when a corporation is no longer viewed as environmentally friendly simply because it
has a recycling program. As citizens become increasingly aware of the plight of our planet, more
corporations have partnered with environmental agencies in a symbiotic relationship where the
organization receives much-needed support and the corporation’s image becomes a few shades
greener.
Treading Carefully
There is still some lingering mistrust between corporate America/England and environmental
watchdogs. “We have been approached by an increasing number of corporations in the past
several months,” said one respondent who works for a UK trust for endangered species. “But we
check these corporations quite carefully to make sure thay don’t treat us like a logo they can put
on their buttons saying, ‘Hey, we are environmentally friendly!’ or ‘Yes, we are as concerned


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