POSITIVEPA R T N E R S H I P SA G U IDE F O RBU IL D ING B R AN D– N ONPR O F ITPA R T N E R S H I P S
OUR COMMITMENTS   WATER STEWARDSHIP   Our goal is to return to communities and nature an amount of water   equal to what w...
L I V E P O S I T I V E LY I SOUR COMMITMENT TOR E D E S I G N I N G T H E WAYWE WORK AND LIVE SOT H AT S U S TA I N A B I...
NONPROFIT 101At its most basic level, a nonprofitis simply an organization thatdoes not distribute its surplusfunds / profit...
THE ROLE OFNONPROFITSFOR BRANDSNonprofit organizations play a        + Fund Recipient: A brand’s        + Implementation: N...
THE ROLE OFBRANDS FORNONPROFITSWhen engaging on a partnership,                 + Resources: Most nonprofitsit is important ...
THE THREE STEP PROCESSIN DEVELOPING ANONPROFIT PARTNERSHIP        DECIDE ON TYPE        OF PARTNERSHIP        SELECT AN AP...
DECIDE ON TYPEO F PA RT N E R S H I PNot every brand-nonprofit                        with certain established          wi...
S ELEC T A N A P P R OP R I ATENON P R O F I T PARTN ERNot all nonprofits are created      its sustainability efforts can b...
I DENTI F Y AS PECI F I C P R OJ ECTA brand-nonprofit partner-                      Reinforce Focusship may also support o...
HarperCollins                                                                                              jim collins    ...
WHEN YOU ARED O N E R E A D I N G,P L E A S E PASS IT ON.
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Developing Positive Partnerships

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I created this booklet while at Coca-Cola to guide our global associates in developing partnerships with NGOs. It was presented at the Sustainable Brands Conference in 2010.

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Developing Positive Partnerships

  1. 1. POSITIVEPA R T N E R S H I P SA G U IDE F O RBU IL D ING B R AN D– N ONPR O F ITPA R T N E R S H I P S
  2. 2. OUR COMMITMENTS WATER STEWARDSHIP Our goal is to return to communities and nature an amount of water equal to what we use in our beverages and their production. PACKAGING Our goal is to advance a packaging framework in which our packaging is no longer seen as waste, but as a valuable resource for future use. CLIMATE Our goal is to grow the business, not the carbon in our manufacturing operations. Improve the energy efficiency and reduce emission of greenhouse gases in cold drink equipment. WORKPLACE We foster open environments, as diverse as the markets we serve, where workplace rights are respected and people are inspired to be the best they can be. COMMUNITY We are a global company with local roots in every community where we do business. We are committed to the needs of our communities with wide ranging programs. BEVERAGE BENEFITS Our goal is to quench every thirst and every need. Provide and tailor beverages for every lifestyle, life stage and occasion based on individual needs. Offer quality products you can trust all the time. ACTIVE LIVING Our goal is to help people lead active, healthy lives by offering a wide variety of beverages, our focus on information and education, and our support of physical activity.
  3. 3. L I V E P O S I T I V E LY I SOUR COMMITMENT TOR E D E S I G N I N G T H E WAYWE WORK AND LIVE SOT H AT S U S TA I N A B I L I T YI S PART OF EVERYTHINGWE DO. FOREVER.OUR SUSTAINABILITY JOURNEY REQUIRESTHAT WE WORK IN NEW WAYS WITHBUSINESS AND COMMUNITY PARTNERS.THIS GUIDE PROVIDES EASY STEPS FORIDENTIFYING AND DEVELOPING BRANDPA RT N E R S H I P S W I T H N O N P R O F I TO R G A N I Z AT I O N S . 3
  4. 4. NONPROFIT 101At its most basic level, a nonprofitis simply an organization thatdoes not distribute its surplusfunds / profits to owners orshareholders, but insteaduses them to help pursue itsorganizational goals, typically,nonprofits are public charities,working for the public good.They come in various shapesand sizes: from the local animalshelter to international aidgroups, to schools and hospitalsto private foundations. Theirwork can take many forms fromgrant making to policy andadvocacy to implementationof efforts with the community.There are many different namesfor a nonprofit: nongovernmentalorganizations, NGO, foundation,charity, trust, community-basedorganization, etc. Since, inmany countries, nonprofits areexempt from paying taxes, thelegal definitions may changefrom country to country.4 P O S I T I V E PA R T N E R S H I P S
  5. 5. THE ROLE OFNONPROFITSFOR BRANDSNonprofit organizations play a + Fund Recipient: A brand’s + Implementation: Nonprofitscritical role in addressing human, sustainability program may are responsible for the actualsocial and environmental include providing and implementation of many (butchallenges. As brands begin mobilizing funding to not all) sustainability projects.to engage consumers on their address a human, social or For example, Coca-Cola’ssustainability efforts, nonprofits environmental challenge. support to bring cleanwill play a particularly important Nonprofits are often set-up to water to schools in Africa, isrole in ensuring authenticity receive donations, report back implemented through supportby providing a credible brand to donors and comply with of several nonprofit partners,halo, lending expertise on a local rules and regulations. such as CARE International.given topic, receiving funds,and implementing work inthe community.+ Credibility: Working with a well respected nonprofit can provide credibility and help reassure consumers that a brand’s sustainability efforts are credible.+ Expertise: Nonprofits AS COCA-COLA BRANDS BEGIN TO ENGAGE understand the situation in CONSUMERS AROUND SUSTAINABILITY THROUGH the community and know LIVE POSITIVELY, NONPROFITS LEND BRANDS where help is most needed. OVERALL AUTHENTICITY WHILE THE BRAND HELPS In addition, they have the TO AMPLIFY AWARENESS AND RESOURCES FOR scientific or programmatic THE NONPROFIT’S WORK. expertise to help build authentic communications. 5
  6. 6. THE ROLE OFBRANDS FORNONPROFITSWhen engaging on a partnership, + Resources: Most nonprofitsit is important to understand rely on private, charitablewhat a non-profit will expect support for their work.from a brand. Partnering with Nonprofits often engage witha brand on a sustainability brands as a fundraising tacticprogram or promotion can help (e.g. through cause-relateda nonprofit amplify awareness, marketing). In addition tomembership and resources for financial resources, brandstheir organization and its work. can provide in-kind support (product donation, marketing+ Awareness: Brand may provide support, staff ). reach to important target audiences for a nonprofit seeking to increase awareness of a sustainability issue or of their work and brand.+ Membership: Nonprofits are often seeking to create more members and ambassadors for their work. Partnering with a consumer brand is a way to build direct relationships with its consumer. Brands may help generate members with previously untapped audiences like teens.6 P O S I T I V E PA R T N E R S H I P S
  7. 7. THE THREE STEP PROCESSIN DEVELOPING ANONPROFIT PARTNERSHIP DECIDE ON TYPE OF PARTNERSHIP SELECT AN APPROPRIATE NONPROFIT PARTNER IDENTIFY A SPECIFIC PROJECT 7
  8. 8. DECIDE ON TYPEO F PA RT N E R S H I PNot every brand-nonprofit with certain established with a company or mediapartnership is a cause- standards (e.g. Fair Trade). outlet to promote a publicmarketing promotion. In service announcement (PSA).fact, there are various forms Grant Makingthese partnerships can take. A grant making relationship Employee InvolvementFor brand marketers, key is one in which the Company Nonprofit partners can bepartnership types include: (corporate giving program or structured in a way to focus through a company-established on harnessing employees talentCause Marketing foundation) makes a philan- and financial resources forCause-marketing generally thropic contribution in support the nonprofit. This can take therefers to the strategy of linking a of a nonprofit organization. shape of employee volunteerbrand to an issue or cause. Often, Grant making relationships programs, workplace givingthis includes a transaction-based are primarily reserved for the campaigns, employee-drivenpromotional effort in which the Company or Foundation as they contributions models, matchingbrand contributes a percentage do not include a marketing or gifts, secondments etc.of sales from a product to a cause. consumer connection. Operations /Sponsorship Licensing Social EnterpriseBrands can provide sponsorship A licensing agreement is one in Nonprofits and brands canto a specific event held by a which the nonprofit allows its work together on activitiesnonprofit. In addition to financial information or knowledge to be that improve the company’sresources, brands can donate used for a fee or an agreement core business operations, suchin-kind goods. in which a nonprofit’s name is as building unique supply attached to a product. or distribution channels, byCertification working in partnership with aCertification is arrangement in Message Promotion nonprofit, which also receiveswhich the nonprofit organiza- A message promotion is a something of value in return.tion recognizes that a product relationship in which aor service of a brand complies nonprofit organization works8 P O S I T I V E PA R T N E R S H I P S
  9. 9. S ELEC T A N A P P R OP R I ATENON P R O F I T PARTN ERNot all nonprofits are created its sustainability efforts can beequal. Brands must think simplified by partnering with A HELPFUL EXERCISEstrategically when selecting a well-known and respected IN IDENTIFYING ANDa nonprofit to work with on nonprofit as consumers will SELECTING A NON-a given program. Selecting have a basic understanding PROFIT PARTNER ISthe right partner is key to and appreciation for its work. TO REVIEW SEVERALensuring authenticity and PARTNERS AGAINSTgenerating an emotional Implementation Capability THE ABOVE CRITERIA,response from consumers. Brands should scrutinize the USING A 0-5 RATINGThere are several key criteria organization’s work to see if SYSTEM ANDa brand should consider they are perceived as effective AVERAGING SCORES.when identifying a partner. and delivering on their promise.Connection to the brand Administrative / FiduciaryIs there a natural connection Brands should consider whetherbetween nonprofit and or not the nonprofit is wellconsumer brand? Are there organized and have the systemsshared values, a similar in place to meet their fiduciarytarget demographic, etc? and reporting requirements.Existing Partner AssetsPartnerships can be difficult A nonprofit may have significantand time-consuming to build. assets that can be leveraged forWhile it is not a pre-requisite, brand communications. Thesebrands may wish to work with include their membership base,an existing company partner. publications and marketing materials, access to keyNonprofit Brand Equity spokespeople, etc.A brand’s communication on 9
  10. 10. I DENTI F Y AS PECI F I C P R OJ ECTA brand-nonprofit partner- Reinforce Focusship may also support or Is the program linked to thefocus on a specific project overall company sustainabilityor activity of that partner. agenda? Does it help to driveKey criteria include to authentic trust in this work?selecting a project orfocus area include: Linkage to Brand Does the project align withIdentifiable the brand objectives? CanCan the project easily be identi- it be potentially a brandedfied and communicated about? program — making it iconic and memorable?MeaningfulDoes the project support the Participatory & Inspiringissue in a meaningful, authentic Can consumers, employees,and sustainable way? customers and others participate? Can the brand participate beyond writing a check?10 P O S I T I V E PA R T N E R S H I P S
  11. 11. HarperCollins jim collins to Accompany A M on og ra ph SECTORS T O G R E AT AND THE S O C IA L Go od to Grea t GOODPOSITIVE PARTNERSHIPS THE FORTUNE AT THE BOTTOM OF THE PYRAMID REVISED AND UPDATED, 5TH ANNIVERSARY EDITION c.k. prahalad Eradicating Poverty Through Profit Wharton School PublishingKEY READING FOR THE COLLABORATION How Nonprofits and james austin Business Succeed Through Jossey-Bass CHALLENGE Strategic Alliances Publishers crutchfield FORCES High-Impact Practices of John & Sons GOOD Nonprofits healther mcleod granth The Six FOR leslie Wiley, and COMMON INTEREST, Creating Value Through shirley sagawa Business and Social and eli segal COMMON GOOD Sector Partnership Harvard Business School Press
  12. 12. WHEN YOU ARED O N E R E A D I N G,P L E A S E PASS IT ON.

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