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Nonprofit organizations should consider a corporate partnership more than just a revenue source, instead developing a long-term relationship with mutually beneficial objectives.

PR News’ Nonprofit PR Council members weigh in on their most pressing challenges, including managing resources for social media outreach and, especially, measuring the results of their communications efforts.

Crystal clear goals, authenticity and a consistent strategy are some of the rules PR pros must follow when communicating good corporate citizenship practices.

Resourcefulness, innovation and creativity mark this year’s crop of PR News Nonprofit PR Awards nominees. Winners will be announced at the awards luncheon on May 18 in Washington, D.C.

â–¶ Loyalty Programs Miss Mark: A study by ACI Worldwide shows that many retail loyalty programs leave consumers feeling underappreciated, and many consumers are enrolled in a program they don’t completely understand. Key findings include:… Continued

Corporate giving is not about just cutting a check anymore, it’s about having clear expectations of the mutual benefits for both fund provider and recipient.

With CSR becoming a big communications buzzword in the last few years, why shouldn’t climate change become a bigger part of the sustainability mix? Organizations large and small are finding that the rewards in addressing the topic outweigh the risks.

Winner: Smithsonian’s National Museum of American History – Vince & Larry Crash into the Smithsonian (July 14, 2010) To raise awareness around the National Museum of American History’s work in collecting objects relating to auto safety,… Continued

Winner: Jones Public Affairs – Breast Cancer M.A.P. Project After a medical report confirmed a positive link between survival of cancer with emotional and social support for people with cancer, the Cancer Support Community (CSC) created… Continued

Winner: National Football League – NFL ‘A Crucial Catch’ Breast Cancer Awareness Campaign The National Football League may seem like an unlikely partner for Breast Cancer Awareness. But with a million women watching the games, the… Continued