The idea of collaboration between a non-profit organization and a for-profit company isn't new. Point-of-sale programs have been around for years--dropping a few coins in a cash canister at the supermarket checkout to support the March of Dimes, for example. But cause marketing, as it's called, has soared in the last few years--to the great benefit of both non-profits and their partnership companies. According to the Cone Millennial Case Study, 89% of young Americans (18 to 30) would switch to a comparable brand if that brand were associated with a good cause.

 

With cause marketing, non-profits benefit in a few different ways. The partnership company generally provides corporate financial support to the non-profit, through matching funds or fundraising campaigns. The non-profit has the opportunity to reach new audiences through the partnership, including worldwide marketing if their partnership company is international. The non-profit might gain more volunteers and support from their partner's employees. Finally, the partnership offers the non-profit organization the clout and credibility of their partner company. All of this allows the non-profit to make a bigger impact in their work.

 

Companies, of course, must also benefit from a cause marketing partnership. In addition to being aligned with many companies' core values of "social responsibility" or "corporate citizenship," there are many benefits for a cause marketing partnership, such as boosting buyer awareness and enthusiasm, increasing sales, and creating a strong bond with customers. Company morale increases when employees are volunteering for a cause in which they believe. By partnering with a non-profit, a company can bring about a positive change while still making a profit.

 

How do you go about finding a non-profit partner? Start by taking a look at your company's main business. If you are in the technology sector, perhaps try a partnership with a non-profit that brings technology into the classrooms of inner-city kids. If you're in construction, then try partnering with an organization that rebuilds homes after natural disasters. Finding the right partnership will help ensure mutual success for both the non-profit organization and your company.

 

And if you're a non-profit organization, what is the best way to find a corporate partner? Begin with targeting companies or people (CEOs, for example) who already support your cause. There is a level of trust already built into the relationship, so building on that foundation is a natural extension for both the non-profit and the company.

 

With 83% of young Americans saying they are likely to trust a company who partners with a non-profit more than one that doesn't, what are you waiting for? Find a partner whose cause you believe in and do some good in the world!

 

Sincerely, 

 

Mona Graham
 
Monogram Communication Services

798 University Avenue

  

  

In 2013, we want to help you get the most from your marketing budget. Call us today to learn how we can take away the pain that often comes with creating brilliant solutions.