Partnering with Nonprofits  to Strengthen Your Brand Cause Marketing and  Corporate Social Responsibility
WARNING What lies ahead is  not  for philanthropic planning.  I’m not presenting ideas to “give money away”  without expec...
WARNING   It’s all about building partnerships with other organizations to support your corporate branding, reaching new t...
WHAT WE’LL TALK ABOUT TODAY • What is CM and CSR?  • What Are the Benefits – Corporate/Nonprofit • Developing the Partners...
“ What’s it all about?” A win-win relationship between companies and causes that support community building efforts while ...
IT’S A MARRIAGE
A.R.T.: IT’S A MARRIAGE CAUSE MARKETING
BENEFITS TO  YOUR COMPANY THE BENEFITS
Here’s What’s Being Said Benefits of Cause Marketing “Cutting-edge innovation and competitive advantage is a result of wea...
What are the areas where partnerships can benefit your company? • Increase company awareness  • Differentiate services/pro...
UNDERSTANDING YOUR PARTNER’S NEEDS FORMING A PARTNERSHIP
The Corporation Brand awareness Sales Employee relations Community relations CEO as brand Public affairs Public relations ...
RESOURCES FOR CAUSE MARKETING PARTNERS RESOURCES
Resources of Cause Marketing Partners For Corporate Partners • Marketing, advertising, PR and promotional budgets and sche...
Resources of Cause Marketing Partners For Nonprofit Partners • Ability to invest in marketing, advertising and promotion f...
PLANNING YOUR STRATEGY PLANNING
PLANNING Developing Your Plan Step 1.  Build the case for cause marketing in your organization. Step 2.  Conduct audit of ...
THERE’S MORE TO GREEN THAN DOLLARS PLANNING
North County Trade Tech High School A green-build tech academy for building sustainable futures. Preparing leaders for the...
Children Nonprofits  Big Brothers, Big Sisters National Boys and Girls Clubs National Junior Achievement of the Palm Beach...
CASE STUDIES Cause Marketing Campaigns STUDIO 2055 CASE STUDIES
STUDIO 2055 Cause Marketing Campaigns • San Diego Performing Arts League • Bravo San Diego • Mental Health Systems, Inc. •...
SAN DIEGO PERFORMING ARTS LEAGUE BRAVO SAN DIEGO Probono Contribution: •  Creative, Advertising Director, Branding, Design...
SAN DIEGO PERFORMING ARTS LEAGUE BRAVO SAN DIEGO •  Secured donated advertising space •  Benefitting companies and cause
SAN DIEGO PERFORMING ARTS LEAGUE BRAVO SAN DIEGO Raised $350,000 for the arts benefitting community arts groups: •  Fern S...
MENTAL HEALTH SYSTEMS, INC. CALIFORNIA WALK FOR RECOVERY Raised $260,000 for mental health services in San Diego
MENTAL HEALTH SYSTEMS, INC. CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY Three Public Works Projects •  Creative Di...
MENTAL HEALTH SYSTEMS, INC. CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY Three Public Works Projects
MENTAL HEALTH SYSTEMS, INC. CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY Benefitting at-risk families and children
CELEBRATING 25 YEARS SMART THINKING  +  CREATIVE SOLUTIONS 1985 – 2011
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cause-marketing-8383007

  1. 1. Partnering with Nonprofits to Strengthen Your Brand Cause Marketing and Corporate Social Responsibility
  2. 2. WARNING What lies ahead is not for philanthropic planning. I’m not presenting ideas to “give money away” without expecting some form of ROI. WHAT IT’S NOT
  3. 3. WARNING   It’s all about building partnerships with other organizations to support your corporate branding, reaching new targets, building sales, supporting HR goals and recruiting or augmenting your social responsibility (CSR) strategies. It’s about supporting your company and community. WHAT IT’S ABOUT
  4. 4. WHAT WE’LL TALK ABOUT TODAY • What is CM and CSR? • What Are the Benefits – Corporate/Nonprofit • Developing the Partnership • What Are the Resources for Both Partners • Getting Started: How to Reach Your Audience • Let’s Talk Green • Case Studies • Inspire Support • Our Conversation WHAT’S UP
  5. 5. “ What’s it all about?” A win-win relationship between companies and causes that support community building efforts while providing positive community, HR and marketing ROI for the company, and expanded awareness and mission-related resources for nonprofit organizations. CAUSE MARKETING
  6. 6. IT’S A MARRIAGE
  7. 7. A.R.T.: IT’S A MARRIAGE CAUSE MARKETING
  8. 8. BENEFITS TO YOUR COMPANY THE BENEFITS
  9. 9. Here’s What’s Being Said Benefits of Cause Marketing “Cutting-edge innovation and competitive advantage is a result of weaving social and environmental considerations into business strategies.” (CEO, Hewlett Packard) “A vested interest in the well-being of our community ties directly to the company’s long-term business objectives. Community relations activities add luster to our brand. (President, American Express Foundation) CAUSE MARKETING
  10. 10. What are the areas where partnerships can benefit your company? • Increase company awareness • Differentiate services/products from competition • Improve public and investor relations • Promote corporate philanthropic efforts • Increase sales and gain market share against competitors • Employee recruitment, employee retention • Strengthen customer retention • Effectively target and reach new markets • Increase opportunities and quality of volunteer opportunities • Boost employee moral and employee engagement • Increase return on marketing investment • Generate awareness and revenue using non-traditional marketing approach • Strengthen trust and credibility in the company and its brand CM BENEFITS FOR YOU
  11. 11. UNDERSTANDING YOUR PARTNER’S NEEDS FORMING A PARTNERSHIP
  12. 12. The Corporation Brand awareness Sales Employee relations Community relations CEO as brand Public affairs Public relations Crisis communications Catching up on a trend Sales THE PARTNERSHIP The Nonprofit Funds Brand awareness Volunteers New donors In-kind Event Support Public relations Board members New corporate contacts Understanding Your Partner’s Needs
  13. 13. RESOURCES FOR CAUSE MARKETING PARTNERS RESOURCES
  14. 14. Resources of Cause Marketing Partners For Corporate Partners • Marketing, advertising, PR and promotional budgets and schedules • In-kind contributions of goods and services: technical, intellectual • Co-brand the cause through company marketing efforts • Allocate a percentage of sales to the nonprofit partner, or other business-building and awareness-building strategies. • Provide volunteer opportunities for employees to assist nonprofit partner • Provide nonprofit and trust to nonprofit partner • Open doors and provide access to business contacts, knowledge and new technology to support nonprofit business operations • Hands-on labor, administrative, fund-raising • Contacts to help secure media and other promotional partners YOUR RESOURCES
  15. 15. Resources of Cause Marketing Partners For Nonprofit Partners • Ability to invest in marketing, advertising and promotion for select corporate partners • Access to in-kind contributions of goods and services to support corporate community positioning and marketing efforts • Promote brands that allocate a percentage of sales or other business building elements • Engage corporate employees as volunteers to assist communities and build positive morale and HR benefits • Distribution of company messages or materials to new audiences, many times at a lower cost than using traditional media • Provide access to new or expanded target markets • Access to new audiences through events, web site and databases • Lend credibility and trust to corporate partner bridge to the community   RESOURCES FOR THE NONPROFIT
  16. 16. PLANNING YOUR STRATEGY PLANNING
  17. 17. PLANNING Developing Your Plan Step 1. Build the case for cause marketing in your organization. Step 2. Conduct audit of your internal resources and marketing assets. Step 3. Situation analysis – what the playing field looks like. Step 4. Develop Strategic Relationships. 2 + 2 = 7. Step 5. Evaluation. ROI.
  18. 18. THERE’S MORE TO GREEN THAN DOLLARS PLANNING
  19. 19. North County Trade Tech High School A green-build tech academy for building sustainable futures. Preparing leaders for the building and construction industries Architecture for Humanity Architecture for Humanity is a nonprofit design-services firm founded in 1999. We are building a more sustainable future through the power of professional design San Diego Regional Economic Development Corporation EDC promotes environmentally sustainable practices in the community La Maestra Community Health Center Building a LEED Gold-certified health center in City Heights California Center for Sustainable Energy Public service for community, green-building assistance The Frederick P. Rose Architectural Fellowship To inspire and nurture a new generation of architects as lifelong leaders GREEN NONPROFITS
  20. 20. Children Nonprofits Big Brothers, Big Sisters National Boys and Girls Clubs National Junior Achievement of the Palm Beaches Regional San Marcos Girls Softball Regional Campfire San Diego & Imperial County Regional OTHER NONPROFITS
  21. 21. CASE STUDIES Cause Marketing Campaigns STUDIO 2055 CASE STUDIES
  22. 22. STUDIO 2055 Cause Marketing Campaigns • San Diego Performing Arts League • Bravo San Diego • Mental Health Systems, Inc. • California Walk For Recovery CASE STUDIES
  23. 23. SAN DIEGO PERFORMING ARTS LEAGUE BRAVO SAN DIEGO Probono Contribution: • Creative, Advertising Director, Branding, Design • Fund Raising • Board Participation
  24. 24. SAN DIEGO PERFORMING ARTS LEAGUE BRAVO SAN DIEGO • Secured donated advertising space • Benefitting companies and cause
  25. 25. SAN DIEGO PERFORMING ARTS LEAGUE BRAVO SAN DIEGO Raised $350,000 for the arts benefitting community arts groups: • Fern Street Circus • Malashock Dance • San Diego Symphony
  26. 26. MENTAL HEALTH SYSTEMS, INC. CALIFORNIA WALK FOR RECOVERY Raised $260,000 for mental health services in San Diego
  27. 27. MENTAL HEALTH SYSTEMS, INC. CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY Three Public Works Projects • Creative Director • Illustration, Project Management
  28. 28. MENTAL HEALTH SYSTEMS, INC. CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY Three Public Works Projects
  29. 29. MENTAL HEALTH SYSTEMS, INC. CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY Benefitting at-risk families and children
  30. 30. CELEBRATING 25 YEARS SMART THINKING + CREATIVE SOLUTIONS 1985 – 2011

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