Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
(9 pages of text)
The case explores the use and importance of corporate sponsorships — in this case, how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation needs to determine the Foundation’s direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contributed more than $1 million to the charity over the past five years, has decided to pull two products from the shelf. The associate director needs to find a way to replace that support. Fortunately, the Foundation has been approached by three corporations who are interested in becoming corporate sponsors. The associate director and her team now need to evaluate the three corporate sponsorship proposals to determine whether they fit with the Foundation’s values and goals.
This case gives students the opportunity to better understand non-profits and their role, as well as the importance of corporate sponsorships and cause-related marketing. Students can evaluate the three corporate sponsorship proposals to determine with which corporations the Foundation should partner. Students need to understand the Foundation’s purpose and objectives, which will play a role in determining with whom the Foundation partners.
Social Advocacy Organizations
Canada, Medium, 2010
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