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Fundraising: marketing collaboratively


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Fundraising: marketing collaboratively

  1. 1. Collaborative (cause-related) Marketing in a nutshell A primer in 7 slides
  2. 2. What is collaborative/cause marketing? <ul><li>Portion of each sale (product based) goes to your nonprofit and your nonprofit label on the product </li></ul><ul><li>Co-branding- nonprofit label on their product, their lable on your webpage etc. </li></ul><ul><li>Endorsement by a corp </li></ul><ul><li>Corporate or product based advertising that is story based telling the story of benefits to the community </li></ul><ul><li>You tube or other social media undertaken together </li></ul><ul><li>Ongoing event or program sponsorship & joint outreach </li></ul><ul><li>Donations asked for by the corporation that go to the nonprofit. Et-Cetera </li></ul>
  3. 3. Do your homework <ul><li>Why should we collaborate? </li></ul><ul><ul><li>Is there an alignment of both organization’s mission, values, programs and products/services? </li></ul></ul><ul><ul><li>Is there a Strategic fit? How does working with the nonprofit help them meet their goals? How does it meet your goals? </li></ul></ul><ul><ul><li>Know the value of the collaboration: how does it give value to the business, to the nonprofit and to the community? </li></ul></ul><ul><li>What type of collaborative marketing you want? </li></ul>
  4. 4. Manage the relationship <ul><li>Make your contact - </li></ul><ul><ul><li>Identify the right person: CSR or foundation officer, marketing or other staff . Now do your homework on that person </li></ul></ul><ul><ul><li>Email or call to ask for a meeting </li></ul></ul><ul><ul><li>Be inventive to get in if you are having problems </li></ul></ul><ul><li>Manage the relationship </li></ul><ul><ul><li>Email updates, track their professional work and send emails, have coffee/lunch to further develop the collaboration and benefits to both orgs. </li></ul></ul><ul><ul><li>Ask for an endorsement </li></ul></ul><ul><ul><li>Ask Corp to give the nonprofit office space and operational resources and feature the nonprofit on web-page. </li></ul></ul>
  5. 5. Partnership Characteristics <ul><li>The WE mentality: </li></ul><ul><ul><li>Figure out benefits together </li></ul></ul><ul><ul><li>post each other’s press releases, </li></ul></ul><ul><ul><li>go visiting with each other. </li></ul></ul><ul><ul><li>On each others board/advisory council </li></ul></ul><ul><ul><li>Renewable benefits (sails give benefits to both) </li></ul></ul><ul><ul><li>CEO and ED talk to each other </li></ul></ul><ul><ul><li>Active learning processes – informal learning </li></ul></ul><ul><li>Gratefulness and charity syndrome – NO </li></ul><ul><li>Partnerships –Minimal work on a project -NO </li></ul>
  6. 6. Work sheet
  7. 7. Collaboration drivers <ul><li>For Corps: </li></ul><ul><li>Risk Management: Changes in taxes & in laws, lack of trust/public license to operate, economic and social instability </li></ul><ul><li>Enhance strategy &revenues ( align w/changing consumer taste) </li></ul><ul><li>HR resource management-happier employees </li></ul><ul><li>Corp Culture / Marketing </li></ul><ul><li>For Nonprofits: </li></ul><ul><li>PR, Marketing & outreach, volunteers & funding </li></ul><ul><li>Resources: Book - The Collaboration Challenge by Jane B.. </li></ul>