3Step 1.Moving from CorporateGiving to CorporateSocial Investing

The following is a true story.

Mary X is director of promotions for a large consumer company. She gets paid $100,000 a year plus a bonus to come up with ways to drive sales for a number of popular brands that can be seen in stores throughout the United States. She’s very good at what she does.

One summer day, X comes up with an idea. She wants to do a four-week campaign using a popular children’s charity to help push fifteen different products her company manufactures. Calling it cause-related marketing, her corporation would promise to send a nickel to the charity for each unit sold during the promotional campaign period. X says it will be a win-win deal—more dollars for the nonprofit ...

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