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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: Institute of Food Technologists (IFT) – 2010 A Day in the Life of a NASA Food Scientist To educate students, teachers, the media and the general public about the food science and the technology profession,… Continued

Winner: National Association of Home Builders – NAHB Home Buyer Tax Credit Public Awareness Campaign After the recession-rocked housing market cast a pall over 2008, by the early months of the following year the federal government… Continued

Winner: The New York Public Library – Twitter Success Through a Coordinated Staffing Model The New York Public Library increased its online presence and website visits through its @nypl Twitter handle. NYPL ran Twitter campaigns, such… Continued