Charity Navigator

Here are three of the main ways marketing was turned on its head in 2010, and what that means for fundraisers.

The Brady-Audi-Best Buddies connection is part of a world known as cause marketing, an arrangement that allows a corporation to affiliate with a charity and celebrities to burnish its public image and — potentially — boost sales. The charity, in turn, benefits from the exposure and increased marketing power that come from a corporate ally.

The arrangements are especially valuable to companies because research has shown that consumers tend to prefer products with a charity connection.

By the end of 2008, some 60 percent of small-business owners like Mr. Gumas reported that the economic downturn had affected their charitable giving, according to a study whose sponsors included The Chronicle of Philanthropy, a newspaper that covers nonprofit organizations. Tough times have compelled small-business owners like Mr. Gumas to rethink long-held business practices. But many are finding creative ways to continue their support for good causes — a practice that can have positive side effects. Here are some suggestions based on the experiences of small-business owners.

Battles between charities and the watchdog groups that help donors decide where to give escalated last week when a major trade association released drafts of two reports by scholars who say the watchdogs may do more harm than good.

The studies, paid for and released by the Direct Marketing Association’s Nonprofit Federation at a meeting here, charge that the watchdog groups use evaluation systems that are confusing and simplistic.

A growing number of charities across the USA are taking a nickel-and-dime approach to encourage donations by mail, despite some evidence that including coins in solicitations turns off potential donors.