Preliminary Proposed Nutrition Principles to Guide Industry Self-Regulatory Efforts, Project No. P094513
Reining in the marketing efforts of fast food corporations will be tough. They want to make big money and be a top name in every household. More and more, they are scavenging the independent sector for ways of aligning with other top brands (e.g., JDRF) and entering the home in other ways. Cause-related marketing is very powerful. I am a professional fundraiser for a California nonprofit and always seek innovative ways to bring more funding in for my organization and build awareness for our mission. However, there are certain ethical, moral and common sense judgments fundraisers and execs need to maintain when considering corporate partnerships like the PepsiCo-JDRF partnership. It's hard to walk away from funding right now, but nonprofits should adopt and maintain these ethical standards of gift acceptance and partnership even in the most dire of economic situations. (By all accounts, JDRF is a fiscally healthy organization.) It's worth noting that while the lens of scrutiny is certainly heaviest on JDRF for accepting this cause-marketing alliance, PepsiCo knew what they were doing when they brokered it and isn't taking as much criticism from the independent sector for taking advantage of and possibly damaging the reputation of JDRF. So, what power do we have in the independent sector to avoid these corporate trappings I can only think that broad mobilization and strong joint policies against entering into these kinds of cause-marketing agreements will have any sway.