Polishing the Diamond
1 January 2002
Unlike companies who have products and services to sell, charities are often selling an idea or a cause.
A charity's image is crucial to the success of every part of the organisation. As such, the image of the charity is crucial to its financial success. People often buy from companies whose products they like even if they are indifferent to the company as a whole. How many people give to a charity that they are indifferent to?
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