Parntership Marketing, The New Age of Raising Money!

Missouri’s Network of Child Advocacy Centers

Good Morning! Partnership Marketing – The New Age of Raising Money. Rebecca Gordon, Director of Development Missouri KidsFirst [email_address] Missourikidsfirst.org

Child Sexual Abuse A silent epidemic

1 in 4 girls
And
1 in 6 boys
Will be sexually assaulted by age 18.
Child Sexual Abuse is a community problem that needs a community response.

Since 2001, Missouri’s Child Advocacy Centers have seen over 26,490 abused children. 110% increase……

Missouri KidsFirst
Our Mission:
Preventing, intervening and treating child abuse and neglect thereby improving the quality of life for Missouri’s children.
Our Vision:
To invest in the future of Missouri children by ending child abuse.

Man is a goal seeking animal. His life only has meaning if he is reaching out and striving for his goals. - Aristotle

A look At Giving in 2008
Total estimated giving at $307.65 billion (Giving USA 2009)
A 2% decrease from 2007 (first time since 1987)

Source: Giving USA 2009

So What Happened in 2009? A third of nonprofits are down A third are up (stimulus funding) Foundation and individual giving is going to be down

The Future of Giving

Fundraising is Changing!
The Chronicle of Philanthropy recently provided a picture of trends the nonprofit sector will face in 2010 and over the next 10 years.
The nonprofit landscape has permanently changed. To maneuver through the emerging forces predicted in 2010 and beyond, management experts say the nonprofit sector needs innovative leadership and RADICAL thinking that involves restructuring, merging and collaborating.

Building Relationships 80/20 Rule

Partnership Marketing
A vision for the future…..

Cause Marketing Cause Marketing is a collaboration between corporate and nonprofit causes that ultimately engages company stakeholders from employees to suppliers, to retailers, eventually reaching consumers. Cause Marketing for Nonprofits – Jocelyne Daw

What Do These Partnerships Have in Common? The “B” Word

Top of Mind Awareness – Created and Reinforced by Brand First position is important because the business that is in the first position is 2X more profitable than the business in 2 nd position and 4X more profitable than the business in 3 rd position. Mark Dahl Accountable Marketing Research Group

The Importance of the Not-for-Profit Brand
“ Many not for profit organizations resist thinking of themselves as “brands” or “potential brands”. For many branding is a dirty word that conjures up images of salesmanship without substance …. like it or not, they [NFPs} have existing brands and their identity or positioning with external audiences requires attention.”

NFPs are well placed to become powerful brands
Driven by vision and commitment to core values
Seldom dreamt of by corporate communicators
Branding for NFP organizations not created by well-funded marketing departments, but rests on the values that created your organization in the first place.
*Source: Institute for Media, Policy and Civil Society 2004
06/07/10 The Hospital for Sick Children Not for Profits Brand Superstars in the Making

Other successful brands

Central Themes
Profits: Mutual Benefit to create value, communicate values
Passion: Making a difference by combining assets and strengths.
Purpose: Value exchange plus philanthropy.
Partner: Strategic intersection of societal needs and corporate goals.
Mutual Benefit to Create Value and Communicate Values Making a difference by combining assets Value Exchange Plus Philanthropy Partners who are interconnected and interdependent

Partner: Strategic Mutually Beneficial Collaboration
This is the intersection where societal needs and corporate goals meet and can come together for mutual benefit. Partners must be aligned with each others mission and goals
- - - Partners who are interconnected and interdependent

Purpose: Value exchange plus philanthropy
Cause Marketing initiatives are a combination of philanthropy, support for a cause and its purpose, and marketing, the tangible business benefits from a charity alignment and the assets they bring to the relationship.
- - Value Exchange Plus Philanthropy -

Passion: Making a Difference by Combining Strengths and Assets
Cause Marketing creates synergies by building on strengths and assets of each partner, making the sum of the two parts greater than each individual part.
- Making a Difference by Combining Assets - -

Passion: Making a Difference by Combining Strengths and Assets
Employees are increasingly becoming the reason why companies undertake cause-marketing programs. People want to work hard, get promoted, and be fairly compensated.
They also want to work for a company that makes a difference and that is doing great things in their community.

Profits: Mutual Benefit to Create Value, Communicate Values
Finally, cause marketing is a new discipline in the corporate citizenship palette, one that includes use of a company’s brand, marketing, and people to create mutual benefit.
Mutual benefit to create value and communicate values - - -

Movement of Constituents Customers Trades, Suppliers Shareholders Employees

Cause Marketing IS Marketing, So a Few Vital Facts
Focus is on the cause, not the charity
Perhaps national or statewide in scope, but always local in impact and implementation.
Compelling and positive presentation, even on difficult issues.
Cause Marketing Initiatives: usually time limited, promotion driven.

Hierarchy of Cause-Marketing Initiatives Programs: Promotional Events, Programs, Social Marketing Promotions: Issue Promotions Products: Product Sales, Purchase Plus, Licensed Products

Programs- Promotional Events, Programs, Social Marketing
Fewer deeper relationships
Focused on impacting behavior
Greatest opportunity for messaging and revenue

Promotions: Issue Promotions
Second most common form of cause marketing
Focus on issue promotion – awareness
Higher level of messaging possible

Products: Product Sales, Purchase, Licensed Products
Most prevalent form of cause marketing.
Donation ties to product sales
Lower opportunity for messaging and lower donation

Missouri’s Partnership Marketing

Our Vision …...

We can see the future….

In Partnership with Missouri’s Corporate Citizens….

A future where…… Missouri Kids Come First!

Parntership Marketing, The New Age of Raising Money!

by Rebecca Gordon on Jun 07, 2010

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