Partnering Small Enterprises and Local Nonprofits to Help Sustain Local Economies and Reduce the Spread of COVID-19

Abstract

A lesson learned from decades of research is that businesses and nonprofits can form private partnerships to serve the public good. One such partnership is a cause-related marketing campaign, where a business donates a portion of its sales to a nonprofit to address a social need. To help counter the devastating health and economic impact of COVID-19, this article briefly describes how small enterprise and nonprofit partnerships might implement local cause-related marketing campaigns focused on sustaining economic activity and slowing the spread of the pandemic. Successful campaigns may also enhance community self-reliance and reduce health inequities. Public policies and programs could encourage these private partnerships.