filter by tag: corporatepartnerships

As more than 1.5 million nonprofit organizations in the U.S. vie for the attention of potential donors and supporters, the newly released 2010 Cone Nonprofit Marketing Trend Tracker reveals a powerful, if unexpected, ally – for-profit companies. According to the new survey, more than three-quarters (78%) of consumers believe a nonprofit’s partnership with a trusted company or brand makes a cause stand out.

 

We have long known such cross-sector partnerships benefit companies, but the results of this survey reveal the nonprofit is perched under the same halo. Not only do many consumers feel better about a nonprofit when it partners with a company (56%) – they are also more likely to support it:

• 59% of Americans are more likely to buy a product associated with the partnership;
• 50% are more likely to donate to the nonprofit;
• 49% are more likely to participate in an event for the nonprofit; and
• 41% are more likely to volunteer for the nonprofit.

American consumers are highly attuned to nonprofit-corporate partnerships in the marketplace today and, as a result, want to see the complete picture. They are seeking details of partnerships (61%) before deciding to support the cause, and they want to see results – 75 percent want to hear about the effect on the social issue or the0 money raised for the cause. In light of this penchant for detail, fewer than half (45%) think nonprofits and companies disclose enough information about their partnerships.

Leading nonprofit brands can harness the power of strategic corporate partnerships and, by offering complete details and a compelling call-to-action, enhance relationships with existing supporters and rally new cause ambassadors.

For additional results and insights from the 2010 Cone Nonprofit Marketing Trend Tracker, download the release and fact sheet from our Web site. 

The country is awash in red today as millions support the fight against heart disease by uniting for National Wear Red Day. This icon day is a cornerstone event of the American Heart Association’s (Cone client) year-round Go Red For Women initiative and has helped raise millions of dollars - and supporters - for the cause.

The Cone team goes red for National Wear Red Day 2010

Go Red For Women has transformed the issue of heart disease - the number one killer of women in America – to be more approachable and engaging through a multi-faceted program. Today’s sweeping support of National Wear Red Day on TV, in the news, on the Internet and in the workplace is evidence of the immense passion supporters have for this cause.

Its ability to capture the hearts and attention of the public makes it no surprise that the American Heart Association (AHA) came out as one of the top nonprofits on The Cone Nonprofit Power Brand 100. The organization serves as a beacon for others in its ability to engage the public and create an army of supporters for the cause. Here are just a few of the reasons the AHA resonates with the public:

Strong corporate partnerships – Macy’s, Merck, Campbell’s and Jiffy Lube (Cone client), among others, are supporters of the Go Red For Women campaign, offering additional resources to help drive awareness of the cause.

Celebrity endorsement – Actress Jennie Garth joined the Go Red movement as a celebrity spokesperson for 2010, helping drive additional attention to the issue. Past spokespersons have included Marie Osmond and Andie MacDowell, who continue to engage in and drive awareness of the cause.

Iconic color – The AHA has created a movement around the color red and the red dress, establishing it as a symbol for the fight against heart disease.

Multi-channel engagement – Go Red For Women has penetrated the communications landscape, with messaging for the cause in print and broadcast channels, through social media, in the workplace and even on mobile phones.

Brand ambassadors – Go Red For Women owes its success to the millions of passionate supporters who rally for the cause by fundraising, advocating and educating others about the disease.

All of these, and more, contributed to the AHA Go Red For Women's honor as one of the top Public Relations Campaigns of the Decade by the Holmes Report. To learn more about Go Red For Women or National Wear Red Day, visit www.goredforwomen.org.

Cause sponsorship remains the fastest-growing slice of the sponsorship pie, projected to grow 6.1% in 2010, according to IEG. As a nonprofit, finding the support to keep your organization growing is more crucial than ever. No matter your size, now is an ideal time to tap into the power of cause marketing by aligning your organization with like-minded companies who see the strategic value of association with a cause. Here are a few tips for getting started on your selling journey:

• Create guidelines. While corporate partnerships are a proven method to grow revenue, expand relevance and enable program delivery, even more important is protecting your organization’s brand and reputation. Before you begin the selling process, convene the key stakeholders in your organization and come to consensus around what types of companies/industries you will and will not partner with. Put these decisions on paper and make a simple process for determining if new companies fit your standards moving forward.
  
  
• Recognize that it’s not just about the cause. Coming from a nonprofit background myself, I still find it hard to believe – but many companies won’t be sold on supporting your work simply because it is important or meaningful. While you should absolutely educate the company on the social benefit of your organization’s work, your primary job is to show sponsors that association with your work will positively impact their bottom line. A great resource for data to support your case is Cone’s Research and Insights page.
  
  
• Prepare to sell. Ensure that the program or package you’re selling has a specific target audience, multiple points of engagement and a built-in plan to measure success. Develop solid criteria and objectives about the types of organizations you want to work with, research which have a history of (or potential of) supporting cause programs and approach each with its own tailored opportunity.
  
  
• Find the right contact. Don’t overlook networking – you never know when your plumber’s cousin or mom’s best friend might be your ticket to that breakthrough meeting. If you don’t already know the right person, look first for contacts with marketing or brand responsibilities, (they typically have the promotions budget) and quickly identify if they have access to the tools that make things happen at your target company: decision-making authority, budget ownership or a weekly golf date with the CEO.
  
  
• Know their WIIFM (“what’s in it for me?”). Do detailed research on a prospective partner before the first meeting. Tailor your pitch to their needs and share initial ideas of what you envision a partnership becoming. Be clear about the benefits they will receive as a sponsor and show how their key audiences will engage with the program, and by extension, their brand.
  
  
• Close the deal. Don’t let the “ask” linger. Set out a timeline by which you need a decision. Simply ask – what would it take for you to say YES to this opportunity?

And always remember – love your sponsors! No matter what organization you represent – the sponsor is taking a risk by committing to a partnership. Recognize this and delight them with your attention and recognition and you’ll be on the road to creating a true partnership.

- Emily Nichols, Account Supervisor

Aristotle once said, “He who cannot be a good follower cannot be a good leader.”

While I can’t say he was referencing Twitter, the wise philosopher certainly knew what he was talking about. In the age of new media, following is an increasingly overt component of leadership. Leading companies take advantage of Facebook, myspace, Twitter and the like, to follow the conversation about their brand and business opportunities and engage with stakeholders in transparent and courageous dialogue resulting in mutual gain.

But who should you follow? It depends on your target audiences and needs. For companies promoting corporate philanthropic programs, a few ideas on who to follow and why are below.

• Nonprofit Partners: Learn what they’re doing, who they’re working with and how you can help. Don’t forget to encourage them to promote your program using new media.
  
  
• Employees: Connect with your employees online and outside of work to create internal and external program ambassadors, solicit feedback on the program and identify volunteer opportunities.
  
  
• Customers: Gauge consumer interest in your cause of choice, monitor for program commentary, and spread awareness by activating consumers virally online.
  
  
• Issue Leaders: Stay abreast of the latest trends from the mouths of the movers and shakers; identify opportunities to engage and collaborate on the next big idea.
  
  
• Issue Competitors: Keep track of the newest programs other companies are implementing that impact your issue, discover best practices and apply them to ensure your program becomes the best.
  
  
• Convening Organizations: Learn about upcoming conferences and events and program promotion opportunities and identify the value of participating.

- Jillian Wilson Martin, Senior Account Executive