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March 11, 2010; | This may be the case of the tail wagging the dog. According to findings from a new study—or at least how some enterprising marketers are spinning it—it’s good for the bottom line when corporations support nonprofit causes. But what about the nonprofit itself? They fare ok, and get some benefits too. But is it enough? The 2010 Cone Nonprofit Marketing Trend Tracker found that “nearly 60 percent of American consumers are more likely to show interest in products associated with a nonprofit partnership than those standing alone.” In contrast, a smaller number, about 50 percent of consumers “are more likely to donate after learning about a partnership.” The “Biz Report,” an online newsletter for online marketers, finds the positive numbers that support corporate marketing arrangements cause for celebration. It gushes: “There has never been a better time for cause marketing. With consumers tightening their economic belts, ad spends getting chopped and more confusion over what does and doesn’t work online, marketers are looking for every advantage. “What about that “belt tightening” effect on nonprofits? That’s got to squeeze, too.—Bruce Trachtenberg