The latest numbers show that causes are still being squeezed on two sides: by increasing demands for services; and by donation rates that trail the increase in demand. Cause marketing can help fill part of the shortfall. But, as ever, causes face the challenge of knowing just who to approach. Wouldn’t it be great if there was some way for charities to know which business people are most likely to be open to their appeals? A survey published in Inc Magazine has some broad answers for charity fundraisers looking to partner with businesspeople. The survey results, published in the March 2012 issue of Inc , draw on the work of Professor Noam Wasserman, who teaches the popular course ‘Founders’ Dilemmas’ at Harvard Business School. Wasserman has a new book out called The Founder’s Dilemmas. Wasserman asked ‘roughly 2,000’ business founders what motivates them to start and operate businesses. The answers, not surprisingly, are different for women than men and change over time for both sex...
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