The Masters Circle
Cause Marketing: Get the Right Fit for Profitable Partnerships
Your Masters Circle hosts
Heidi Hancock, CFRE David A. Svet
Before we begin...
Credit!
Full participation in The Masters Circle
is applicable for 1 point in Category 1.B
– Education ...
How can we help
you with your
fundraising?
What do you want
to get out of today?
Cause Marketing
✓ Choosing the right partner
✓ Creating an equitable relationship
✓ Weighing the risks and rewards
✓ Boldly Making Your Ca...
Cause Marketing: Why?
✓ Major funding vs. major gift
✓ Predictable income
✓ Halo Effect
Cause Marketing: Why?
✓ Marketing, not philanthropy
✓ Expectation of a return
✓ Halo Effect
3 Keys: Cause Marketing Partnerships
Choosing the Right Partner
✓ Committed to your cause
✓ Willing and able to fund
✓ Willing and able to market
Choosing the Right Partner
✓ Board Members
✓ Compatible Businesses
✓ Major Donors
Choosing the Right Partner
Equitable Relationships
✓ Defined goals, objectives, and benefits
✓ Defined roles, obligations, and deliverables
✓ Documented payment, reimburseme...
Weighing Risk and Reward...
✓ You risk your reputation
✓ You expose your brand to threats
✓ You give up some control
✓ You could become a victim
Weigh...
✓ Are you a leading brand?
✓ Do you have a track record?
✓ Can you deliver?
Weighing Risk and Reward...
Boldly Making Your Case
✓ Research
✓ What is the logical connection?
✓ Are they the right size?
✓ Do they have a process?
✓ Do you have a relation...
Making Your Case
Need Solution
Urgent Ask Impact
Never Fail Case Structure
✓ Get it in writing
✓ Use a lawyer
✓ BOTH sides should be happy
Making Your Case
Any questions?
To learn more
Promo Code: MOSAIC
Next Masters Circle
Submit a question
http://mosaicnpd.com/masters-circle-topic-request/
Next Masters Circle session is on...
Help us help you
● Submit a topic request
http://mosaicnpd.com/masters-circle-topic-request/
● Sign up for our blog
http:/...
Stay in touch
For additional information:
Heidi Hancock, CFRE
David A. Svet
Toll Free 1-800-485-0742
email: info@mosaicnpd...
Thank you
Mosaicnpd.com
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Cause Marketing: Get the Right Fit for Profitable Partnerships

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Want to know what all the animals have to do with fundraising? Get the recording here!
http://mosaicnpd.com/shop/masters-circle/

The Masters Circle is a monthly online fundraising discussion session where you can connect with, learn from, and share ideas with some of the most innovative fundraisers and nonprofits on the planet. Each month we answer your questions and cover the topics you suggest.

Sign up for the next live session! http://mosaicnpd.com/resources/the-masters-circle/

In this session we cover:
* Choosing the Right Partner - How to find corporations that will take an active interest in promoting your organization and your cause
* Creating an Equitable Relationship - How to structure a relationship with a for profit business partner so that you both get what you need and neither feels cheated
* Weighing the Risks and Rewards - What to consider when looking at the potential benefits and possible pitfalls of getting married to a corporate sponsor

We answer questions about:
* How to approach and pitch a potential corporate partner
* What to do if you inherit an unbalanced corporate partner relationship

Submit a question for the Masters Circle:
http://mosaicnpd.com/masters-circle-topic-request/

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Cause Marketing: Get the Right Fit for Profitable Partnerships

  1. 1. The Masters Circle Cause Marketing: Get the Right Fit for Profitable Partnerships
  2. 2. Your Masters Circle hosts Heidi Hancock, CFRE David A. Svet
  3. 3. Before we begin... Credit! Full participation in The Masters Circle is applicable for 1 point in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.
  4. 4. How can we help you with your fundraising? What do you want to get out of today?
  5. 5. Cause Marketing
  6. 6. ✓ Choosing the right partner ✓ Creating an equitable relationship ✓ Weighing the risks and rewards ✓ Boldly Making Your Case Getting the Right Fit for Profitable Partnerships
  7. 7. Cause Marketing: Why?
  8. 8. ✓ Major funding vs. major gift ✓ Predictable income ✓ Halo Effect Cause Marketing: Why?
  9. 9. ✓ Marketing, not philanthropy ✓ Expectation of a return ✓ Halo Effect 3 Keys: Cause Marketing Partnerships
  10. 10. Choosing the Right Partner
  11. 11. ✓ Committed to your cause ✓ Willing and able to fund ✓ Willing and able to market Choosing the Right Partner
  12. 12. ✓ Board Members ✓ Compatible Businesses ✓ Major Donors Choosing the Right Partner
  13. 13. Equitable Relationships
  14. 14. ✓ Defined goals, objectives, and benefits ✓ Defined roles, obligations, and deliverables ✓ Documented payment, reimbursement, and termination agreement ✓ Defined timeframe Equitable Relationships
  15. 15. Weighing Risk and Reward...
  16. 16. ✓ You risk your reputation ✓ You expose your brand to threats ✓ You give up some control ✓ You could become a victim Weighing Risk and Reward...
  17. 17. ✓ Are you a leading brand? ✓ Do you have a track record? ✓ Can you deliver? Weighing Risk and Reward...
  18. 18. Boldly Making Your Case
  19. 19. ✓ Research ✓ What is the logical connection? ✓ Are they the right size? ✓ Do they have a process? ✓ Do you have a relationship? Making Your Case
  20. 20. Making Your Case Need Solution Urgent Ask Impact Never Fail Case Structure
  21. 21. ✓ Get it in writing ✓ Use a lawyer ✓ BOTH sides should be happy Making Your Case
  22. 22. Any questions?
  23. 23. To learn more Promo Code: MOSAIC
  24. 24. Next Masters Circle Submit a question http://mosaicnpd.com/masters-circle-topic-request/ Next Masters Circle session is on June 25th Watch your email for instructions Full participation in The Masters Circle is applicable for 1 point in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.
  25. 25. Help us help you ● Submit a topic request http://mosaicnpd.com/masters-circle-topic-request/ ● Sign up for our blog http://www.mosaicnpd.com/feed ● Hang tight for the quick survey
  26. 26. Stay in touch For additional information: Heidi Hancock, CFRE David A. Svet Toll Free 1-800-485-0742 email: info@mosaicnpd.com Skype: Mosaicnpd www.mosaicnpd.com http://www.facebook.com/MosaicNPD http://twitter.com/MosaicNPD http://www.mosaicnpd.com/feed
  27. 27. Thank you Mosaicnpd.com
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