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Change As a Marketing Tool

By Bruce W. Marcus

There is no firm in business today that isn't inundated regularly by requests for contributions, whether for charitable, community, or political causes. For the community- minded firm, the requests can be overwhelming, as is the feeling that you do indeed want to help the organization requesting your help. But how can you serve your community ' and frequently, your firm ' without hurting your own firm's budget and community relations? You can say yes too often and dissipate your budget and your firm's time and energy, but how do you say no without seeming to be coldhearted and indifferent to community or charitable needs?

This is becoming a particularly crucial problem in these difficult times, which makes a clear-cut policy more urgent. At the same time, even with firm cuts and layoffs, no firm can afford to give up a community-related giving practice. It can, though, and should be, controlled.

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