The old corporate relationship model is becoming obsolete. Corporate partnerships with nonprofits were divided into two discrete areas: charitable giving and sponsorship. As pressure for accountability has grown, many companies are leveraging their philanthropic commitments with marketing dollars. Corporations and nonprofits are recognizing the potential for maximizing the generosity of corporate America’s charitable budgets by applying strategic marketing initiatives. Companies that dedicate a portion of their marketing budgets to promoting their charitable contributions, recognize that philanthropy and marketing can make a greater impact both socially and financially. Nonprofits benefit from great resources, reach and brand building and corporations benefit from greater return on investment. Overriding partnership principles include: Result in measurable change Partnerships have social and business impact Share same core values Company’s products, services and practices are compatible with nonprofit’s mission Safeguard mission and protect stakeholder trust Nonprofit partners are fiscally responsible with corporate investments Investments support nonprofit’s priority initiatives Partnerships are not used to endorse products or services unless product testing is in place