2. Beginning to Beginning
Step by Step Approach to Building a Cause Marketing Partnership
Determine Your Organizational Needs -- Awareness & $$$
Establish Your Goals – What do You Hope to Achieve
Take Stock of Your Assets – Outreach, Internal & External
Define Your Publics – Who You Reach & Serve
Research & Target Partner Matches – Medias, Companies
Research & Contact Decision Makers – Their Goals?
Develop & Present Proposal to Decision Makers
Secure a Yes! Now the Real Work Begins!
4. Determine Awareness & Fundraising
Needs
Who do you need to reach?
Who do you want to serve?
What are your shortcomings?
What do you excel at and want to share?
How can a partnership help?
5. Establish Your Goals – What do You
Hope to Achieve
Clearly define your mission and vision
Who will be better off should your program proceed?
How will those directly served benefit?
How will the community also benefit?
Determine realistic milestones
6. Take Stock of Your Assets – Outreach,
Internal & External
Whom you serve
Methods of outreach
Audiences you reach
Touch points such as mail, email, direct interaction
Impacts and outcomes
7. Determining Value to Prospects
First step…audit your resources. How many “touch points” to
you offer a potential partner?
Outcome: Go to potential media or corporate partner from
position of strength.
8. Define Your Publics – Who You Reach
& Serve
Directly Impacted…
Demographic – Recipients
Mapping – Service area
Indirectly Impacted…
Community at large
Supporters
9. Research & Target Partner Matches –
Medias, Companies
Search for media and companies with common targets
Shared mission and vision
Target medias and companies with related business
Match employee profile with your work
Compare messages and see if they are synchronous
10. Secure Media Partners!
Begin with an open dialogue
Present your goals and the benefits that you offer
Compare target consumers and companies
Brainstorm ways to blend mission and messages
Consider benefits including spokespersons and content
Create a synchronous message and overall theme
Build a collaborative package of benefits
Compare who and how to contact and present to corp.
11. Research & Make Contact with
Decision Makers – Their Goals?
Marketing
Media
Community Relations
Human Resources
Advertising & Public Relations Agencies
Share Holders
12. Develop & Present Proposal to
Decision Makers
Introduction – The Organization
Concept Description – The Big Idea
Communities Served – Who Benefits
Partner Roles & Responsibilities – Who Does What
Partner Benefits – List for All Partners
Media & Promotion – Getting the Word Out
Outcomes – Desired End Results & Metrics
13. Now the Real Work Begins!
Ramping Up for Partnership Implementation
Establish Metrics – Valuation (See AMA Valuation Study)
Program Planning and Development
Marketing and Media
Outreach and Program Follow-Through
Ongoing Measure of Success and Fulfillment
Track Media, Consumer and Press Coverage
Archive All Program Outcomes and Community Impacts
Create a Program Completion Synopsis
14. Ramping Up for Partnership
Implementation
Team on deck – program, fulfillment, marketing
Actionable plan – roles, responsibilities and timeline
Create a communications protocol with partners
Keep data and information flowing
Engage key team members as new opportunities arise
15. Establish Metrics
Measureable outcomes established to include:
Partner goals – non-profit, media and corporate
Communities served – demographics included
Services or output from the program – what is delivered
Awareness – marketing, media and PR coverage
Gauge feedback using direct contact and social medias
16. Program Planning & Development
Involve key partners in program implementation
Incorporate key constituents served in development
Establish team reporting on progress
Organically grow, the best programs evolve
Maintain ongoing and regular reporting
17. Marketing & Media
Begin with medias controlled by each partner:
Non-profit internal communications – donors and support
Non-profit external communications – recipients
Non-profit contact – email, newsletters, website
Non-profit medias – traditional and social medias
Media partner(s) – packaged media and PR efforts
Corporate partner(s) – customer interaction, POS, POA
Corporate partner(s) – product and service engagement
18. Outreach & Program Follow-Through
Maximize services, awareness and outcomes
Involve partners (media and companies) employees
Gauge feedback from recipients and partners alike
Engage partners in delivering and promoting success
Incorporate feedback in evolving program change
19. Ongoing Measure of Success &
Fulfillment
Gauge and chronicle feedback through:
Recipient partner communications
Website feedback
Emails and letters
Traditional media coverage
Social media postings, tweets, (chatter)
20. Track Media, Consumer & Press
Coverage
Enlist the assist of media and corporate partners
Use campaign name searches online
Use ‘clipping’ services for traditional and new medias
Chronicle and share the good and bad (no rug sweeps)
Work with medias, ask them to send you coverage
Incorporate and promote coverage via social medias
21. Archive All Program Outcomes &
Community Impacts
Keep track and archive all outcomes
Record particularly notable successes
Share triumphs as well as challenges with partners
Chronicle challenges and associated changes made
Keep your numbers maintained and consistent
22. Create a Program Completion
Synopsis
Invest time in creating a thorough review
Present in a complete, concise and visual presentation
Match outcomes with goals and promises
Include screen shots and links to community and media
Create a positive momentum for next year and beyond!
