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Article: A blueprint for charitable giving: corporate donations, community relations and marketing are all more efficient when you integrate them as part of a unified strategic plan.(Public Relations)(Column)
- Article from:
- ABA Bank Marketing
- Article date:
- July 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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We all know this truism: Effective community relations and charitable-giving programs can boost both your image and your business. But some banks fail to recognize how important it is to integrate these programs with other marketing activities.
In this article, I will explain the process for creating a strategic plan that brings together all three dements: community relations, charitable giving and marketing.
In brief, the process works like this: First, identify the issues that provide the most benefit and value to your organization. Commit to these issues and develop a suitable budget. Second, develop a decision-making process to review all incoming ...