You are now being logged in using your Facebook credentials
Voter Outreach

Voter Outreach

Concepts, strategies and objectives to move voters to action

Written by Peter Grear Educate, Organize and Mobilize: Each week over the past several months I’ve written about various aspects of voter suppression with the purpose of explaining its concepts,…

Read More...
Keatts A Keeper For New-Look Seahawks

Keatts A Keeper For New-Look Seahawks

New Head Men’s Basketball Coach was all smiles

New Head Men’s Basketball Coach was all smiles at Trask Coliseum. WILMINGTON, NC – Boldly proclaiming, “I’m a winner,” and promising “an exciting brand of basketball” newly-christened UNCW head men’s basketball coach Kevin Keatts said Tuesday that a new day in Seahawk basketball has arrived.

Read More...
Lied-to Children More Likely to Cheat and Lie

Lied-to Children More Likely to Cheat and Lie

The study tested 186 children ages 3 to 7

The study tested 186 children ages 3 to 7 in a temptation-resistance paradigm. Approximately half of the children were lied to by an experimenter, who said there was “a huge bowl of candy in the next room” but quickly confessed this was just a ruse to get the child to come play a game. 

Read More...
Unconscious Mind Can Detect a Liar When Conscious Mind Fails

Unconscious Mind Can Detect a Liar When Conscious Mind Fails

The unconscious mind could catch a liar

“We set out to test whether the unconscious mind could catch a liar – even when the conscious mind failed,” says ten Brinke. Along with Berkeley-Haas Assistant Professor Dana R. Carney, lead author ten Brinke and Dayna Stimson (BS 2013, Psychology), hypothesized that these seemingly paradoxical findings may be accounted for by unconscious mental processes.

Read More...
Alliance of North Carolina Black Elected Officials: Educate, Organize, and Mobilize

Alliance of North Carolina Black Elected Officials: Educate, Organize, and Mobilize

North Carolina Alliance of Black Elected Officials

Written by Peter Grear, Esq.  Since August 2013 I've continued to ask myself "what would an effective campaign to defeat voter suppression look like?” Well, on Friday, February 14, 2014, Valentine's Day, I got my answer from Richard Hooker, President of the…

Read More...
Download Greater Diversity News Digital PDF Edition for FREE

Download Greater Diversity News Digital PDF Edition for FREE

FREE Full PDF Edition includes stories not featured on the website

The FREE Full PDF Edition includes stories not featured on the website. No paper, no hasel, read on your laptop or mobile devices. 

Read More...
Frontpage Slideshow | Copyright © 2006-2011 JoomlaWorks Ltd.

Nonprofits at Risk in Partnerships with Corporations

Written by Dick Jones Communications on 07 November 2009.

While there has been massive growth in cause-related marketing programs which have helped companies, charities and consumers, leaders of nonprofit organizations need to enter agreements with companies with their eyes wide open.

That’s what two marketing professors found when they examined consumer perceptions in a controlled experiment. Charities and other nonprofits may put their brand at risk when they partner with corporations on social responsibility (CSR) initiatives. The public can easily construe such connections as a seal of approval of the corporation by the nonprofit.

“Our results suggest that some CSR initiatives may produce consumer inferences that are wrong but desirable for the company,” says Stacy Landreth Grau, associate professor of marketing in the Neeley School of Business at Texas Christian University in Fort Worth. “And these inferences can have potentially negative consequences for the nonprofit.”

“Explicit Donations and Inferred Endorsements: Do Corporate Social Responsibility Initiatives Suggest a Nonprofit Organization Endorsement?,” by Amanda B. Bower, a marketing professor at Washington and Lee University in Virginia, and Stacy Landreth Grau of TCU, appears in the Fall 2009 issue of the Journal of Advertising.

The professors designed an experiment with a fictional childhood learning company. They created variations of a print ad with several levels of connection to a pair of fictional nonprofits: the Alliance Against Childhood Obesity and the Alliance for Early Literacy.

Some ads had only the nonprofit’s logo on them. That’s a simple licensing agreement. Other ads promised a donation to the nonprofit when the consumer made a product purchase. This is called cause-related marketing. Still other ads featured explicit seals of approval where the promotion included a specific endorsement by the nonprofit organization.

Then they asked respondents a series of questions about the ads. The most surprising finding was that respondents made little distinction in the level of endorsement.

“An explicit seal of approval statement was not necessary for consumers to assume a seal of approval,” says TCU’s Grau. “The mere presence of a nonprofit logo was enough to infer endorsement.”

That should be a warning sign to nonprofits, many of which have policies like the American Cancer Society’s forbidding use of their logo “…in any way that would imply endorsement of the company.”

Previous studies, says Bower, have established that companies benefit from improved product evaluations when they partner with nonprofits. There has been little research, however, into what happens to the “brand” of the nonprofit in such situations—until now.

“For nonprofits, licensing arrangements appear to be a risky type of CSR initiative,” says Grau. “The perception of…the licensing agreement was not significantly different from the explicit seal of approval condition.”

She cautions that a firm’s participation in a licensing agreement could be one way for the company to get the “seal of approval” from a nonprofit that does not grant endorsements.

An estimated $1.5 billion was spent in 2008 by companies on CSR initiatives with nonprofits, according to the Cause Marketing Forum. Nonprofits typically believe these alliances increase their visibility and reach, add to their bottom line, and further their mission.