There currently exists a solid trend toward business-nonprofit
partnering; this cause-related marketing is a trend to watch.
In 1999, $630 million was spent on marketing deals that benefited
charities. As you propose your requests to in-state corporations,
think in terms of marketing.
Marketing deals can consist of:
- Companies sponsoring events.
- Promotions in which a company pays a royalty fee for
the use of a charity's logo/name on its products.
- Arrangements in which a charity receives a portion of
the proceeds from the sale of certain products.
When you pitch your cause-related marketing idea to the corporation
let them know that this is an opportunity for them to build
customer loyalty on an entirely new level that can contribute
to positive and lasting change in your community.
TIP! Strive for long-term cause-related marketing.
Short-term cause-related marketing does NOT work. It is critical
that you find the right business with which to partner! Sometimes
the fit is odd, but it may be very effective for the mission
of corporation and nonprofit.
The first step is to identify your organization's niche supporter
base so that you can develop a strategy around this "opportunity"
and package and present this to the corporation. Because this
is a business deal, you'll want to include projections on the
return for their investment.
One beauty of cause-related marketing is that everyone benefits
- the nonprofit organization, the business, and the public.
Another is that it generates long-term, general operating money
for the organization. |
