Friday, May 21, 2010

Sometimes A Corporate Gift Can Hurt A Charity’s Brand

Charities engage in corporate partnerships as it helps their bottom line and usually results in increase awareness of the charity and its mission. One of the reasons why corporations have philanthropic programs is to burnish their image. But what happens with the for-profit’s image takes a hit? How does that impact the charity? That’s exactly the problem that Aquarium of the Pacific is facing.

Several years back, the aquarium accepted money from BP to fund a new sea otter exhibit. Talk about bad timing! The new exhibit is set to open this week just as BP’s massive oil spill is on everyone’s mind. The Los Angeles Times takes a look at how the Aquarium of the Pacific, as well as other charities that have received funding from BP (Los Angeles County Museum of Art and KCET), are dealing with this situation.

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