Marketing collaborations in the voluntary sector

Abstract

Abstract This paper examines the current status of marketing collaborations in the voluntary sector, within the context of the overall charity marketing environment. It compares the incidence and scope of collaborations in the voluntary sector with those of the commercial sector; while being mindful of some important inherent differences between the two milieus. The findings are illustrated with examples of charity collaborations, both past and present. The paper concludes with some possible ways forward for both practitioners and policy makers. Copyright © 2001 Henry Stewart Publications