Ad Agencies Should Consider Incentives when Making Recommendations for Corporate Giving

Many companies want strategic giving and increased profits to be tangibly correlated. For example, a corporate may agree, over a specific time period, to give a percentage of its profit from product sold to a charity. The more products that are sold, the more money will go to the charity. This approach provides incentives for the charity to marshal its resources to support the company and to prosper as the company prospers.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

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