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St. Jude offers multiple opportunities for corporations to contribute to the hospital through corporate partnerships, and both St. Jude and the corporations reap benefits from these partnerships. Corporations can mainly contribute to St. Jude by creating basic corporate partnerships with the hospital. These partnerships consist of a corporation making a general donation or a donation from a portion of its sales. In return for the corporation’s support, St. Jude’s strategic marketing team will implement donation programs that work to achieve the corporation’s goals. Thus, St. Jude benefits from the donations that it receives, and the corporation benefits from St. Jude’s global impact, large target audience, and brand awareness. Also, the corporations can deduct the money that they donate to St. Jude from their taxes since the hospital is a nonprofit organization.
St. Jude has one such corporate partnership with Fox Sports. Fox Sports’ football analysts visited St. Jude and were so impressed by the hospital and St. Jude’s mission that the network decided to form a partnership with the hospital. In addition to the financial support that Fox Sports gave to the hospital, the football analysts wore St. Jude pins on their lapels throughout the season. Therefore, St. Jude benefited from receiving extra money and national promotion, while Fox Sports benefited from the satisfaction of knowing that it was helping St. Jude save the lives of children with catastrophic diseases.
Corporations can also become partners with St. Jude through its “Thanks and Giving” program. This program offers special corporate partnerships to retailers during the holiday shopping season months of November and December. Participating retailers ask their customers to donate to St. Jude by adding small donations to their total purchases or by purchasing special items which automatically give the hospital a portion of the sales price. This program benefits St. Jude because the hospital receives additional funding. However, the retailers also benefit because of more merchandise sales due to the increased number of customers who shop at their stores in order to support St. Jude.