Today I had the opportunity to be involved in and observe how corporations and charitable organizations team up to create "win-win" situations for both entities. I and several of my friends were part of a fund raising event in Singapore. We were raising funds to help a local nursing organization. The primary sponsor of the even was a transport organization.
The organization helped by providing designs for products that were handed out to each person who made a donation. I believe this illustrates the pervasive influence of commercial enterprises and non-profit organizations. However, I would like to share what I saw and discuss how both the organizations and the public benefitted from this cooperative effort.
The transport organization provided the designs and products to hand out to donors. In this way it enhances its services and presence to the public. Singapore has a fiercely competitive market for transport. By partnering with the non-profit organization the transport organization is working to maintain its presence in the public eye, retaining a competitive advantage in the market and hopefully capturing a share of the market. It was not only the transport organization that benefitted.
The nursing organization received a number of generous donations from the public. Both organizations were able to boost their profiles. With so many charitable and non-profit organizations, it's important to stay competitive even in the non-profit sector. In addition, Singapore has had several scandals erupt recently which cast charitable organizations in a poor light.
This venture is one method to negate the poor impression that the publics was given regarding charitable organizations. Finally the public also benefitted from this partnership. Singaporeans are known for their generosity toward charitable organizations.
When they or anyone donate, they trust that the money is going toward a good cause. They trust that it will be used to help the elderly and the sick. In return for their generosity they receive a product, intended to give them a good impression of the company, but also a good feeling for donating. It may also be a product that they need or may need in the future. Therefore the public is also helped. People benefitted all around from this agreement, it truly was "win-win".
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