5 Factors for Nonprofits to Consider when Planning a Cause Marketing Partnership

Last week I wrote about findings from a Cause Marketing report which outlined how it can be effective for the company’s brand image and the nonprofit fundraising efforts of the cause. There are many other benefits associated with the collaboration of for-profit brand and nonprofit cause including higher visibility, increased reach, heightened awareness and added resources. The caveat to all benefits is that it has to be done right and should begin with a strategically developed plan that considers the values, vision, mission and goals of both the brand and nonprofit. Nonprofits need to carefully weigh the pros and cons of the partnership and they can begin by considering these 5 key factors:

1. Strategic Partnership. The success of a nonprofit’s cause marketing collaboration is heavily dependent on the partnering brand or corporation that will ultimately be an ambassador for the cause. Often the best partnerships are made by those that have the same mission or vision, are of the same size or share another clear commonality. An example is a local nonprofit partnering with a local corporation or a national nonprofit partnering with a national brand. The size and reach of who you are partnering with will determine your visibility in the market and the success of the program. It’s also important that the vetting process includes determining if the company is already affiliated with another cause to avoid the possibility of consumer confusion.
2. Share a Common Goal. It is critical for both the nonprofit and the brand/corporation to have a common mission or vision. For the partnership to be successful there has to be an element of the product or service that can easily be related to the cause or nonprofit. Much like a children’s charity would be most successful partnering with a toy store, baby food or children’s product brand. Essentially you want to share a target demographic so customers will be more inclined to support your cause. Through the vetting process, the nonprofit should determine if the values of the company are aligned with their own. Nonprofits don’t want to be associated with a company that operates unethically as that negativity could be projected and transferred onto their brand.
3. Long Term Relationship. While it would be prudent to begin on a trial basis, it’s important for both parties to be interested in working towards a long term relationship from the start. Provided the pre-established trial period is successful, building towards strengthening this fundraising channel for the long-haul will deliver consistent results and maintains support and engagement for both the cause and the company. As with any successful partnership, ongoing dedication and attention is required to maintain the longevity of the relationship.
4. Consistency. This is important when planning and executing a cause marketing program. It’s important for the program not to vary too much from season to season or year to year. Once the consumer has made the association of the nonprofit to the brand and has made the decision to support them, they will become accustomed to the type of program they are supporting. Is it a donation with every purchase (dollar or percentage), or you buy one and one gets donated? There are many ways one can tailor the program to benefit both parties, but ultimately consistency will avoid consumer confusion and strengthen the program’s awareness and results. Changing programs in the midst of a partnership should be a backup plan to fix a fledging program.
5. Give Back. Despite the fact that the cause marketing program gets developed to support a cause or nonprofit, it’s important for the nonprofit to also give a little back to their partnering brand or corporation. Just as the company supports the nonprofit, the nonprofit should promote the program and the partner’s brand to their network of supporters, donors and volunteers. Ultimately their support of the product or service will also support the cause so it’s in their best interest really.

Cause marketing may not be suitable for every nonprofit, but for those that do consider this channel, it’s important that a lot of research, planning and vetting is done prior to launching a program. For more interesting statistics on cause marketing, read The Checkout Issue 3.11 Cause Report.

_________________________________________________________________________________________
For nonprofit, nonprofit fundraising, CSR business and other news, connect with us on Twitter, Facebook and Linkedin or subscribe to our RSS feed.

Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.