This document provides an overview of collaborative (cause-related) marketing partnerships between nonprofits and corporations. It discusses aligning organizational missions and goals, determining the type of collaboration, managing the ongoing relationship, and characteristics of successful partnerships. Key aspects include portions of sales benefiting the nonprofit, co-branding on products and websites, endorsements, event sponsorships, and donations requested by the corporation. Both organizations must see strategic and value alignment from collaborating.

1. Collaborative (cause-related) Marketing in a nutshell A primer in 7 slides

2. What is collaborative/cause marketing? Portion of each sale (product based) goes to your nonprofit and your nonprofit label on the product Co-branding- nonprofit label on their product, their lable on your webpage etc. Endorsement by a corp Corporate or product based advertising that is story based telling the story of benefits to the community You tube or other social media undertaken together Ongoing event or program sponsorship & joint outreach Donations asked for by the corporation that go to the nonprofit. Et-Cetera

3. Do your homework Why should we collaborate? Is there an alignment of both organization’s mission, values, programs and products/services? Is there a Strategic fit? How does working with the nonprofit help them meet their goals? How does it meet your goals? Know the value of the collaboration: how does it give value to the business, to the nonprofit and to the community? What type of collaborative marketing you want?

4. Manage the relationship Make your contact - Identify the right person: CSR or foundation officer, marketing or other staff . Now do your homework on that person Email or call to ask for a meeting Be inventive to get in if you are having problems Manage the relationship Email updates, track their professional work and send emails, have coffee/lunch to further develop the collaboration and benefits to both orgs. Ask for an endorsement Ask Corp to give the nonprofit office space and operational resources and feature the nonprofit on web-page.

5. Partnership Characteristics The WE mentality: Figure out benefits together post each other’s press releases, go visiting with each other. On each others board/advisory council Renewable benefits (sails give benefits to both) CEO and ED talk to each other Active learning processes – informal learning Gratefulness and charity syndrome – NO Partnerships –Minimal work on a project -NO

6. Work sheet

7. Collaboration drivers For Corps: Risk Management: Changes in taxes & in laws, lack of trust/public license to operate, economic and social instability Enhance strategy &revenues ( align w/changing consumer taste) HR resource management-happier employees Corp Culture / Marketing For Nonprofits: PR, Marketing & outreach, volunteers & funding Resources: Book - The Collaboration Challenge by Jane B..