For nonprofits seeking new ways to diversify funding and reach new audiences, cause marketing partnerships can help a cause stand out in a crowded marketplace, and more effectively and efficiently accomplish their missions.
In fact, according to Cone’s 2010 Nonprofit Marketing Trend Tracker, a partnership between a nonprofit and a company consumers trust makes them more likely to actively support the cause:
- 50% are more likely to donate to the nonprofit
- 49% are more likely to participate in an event for the nonprofit and
- 41% are more likely to volunteer for the nonprofit
Cause marketing partnerships can help a nonprofit thrive by:
- Increasing revenue by leveraging corporate financial support in the form of matching funds for fundraising campaigns and bringing in new donors and donations from consumer and cause advocates.
- Reaching new audiences through broadening visibility of the cause and nonprofit’s message among like-minded corporate consumers, corporate employees and vendors.
- Expanding marketing resources by engaging corporate partners in promoting cause marketing messaging on their corporate website, employee email newsletters and company intranet, company events and advertising channels.
- Growing their email list and web traffic with compelling calls to action that are cross-promoted via the corporate partner’s communication channels (email, social, mobile, web and more).
- Generating PR/media coverage that mutually benefits both partners in aligning their brands with a positive social welfare message.
- Making a bigger impact by aligning with a partner to spread the message to a larger audience and in a more impactful manner.
Cause marketing partnerships work best when the nonprofit and corporate partner share a mutual goal in making a difference, understand their networks and strengths and can identify where they can come together around a shared voice and message to amplify both their efforts.
When both partners give something and receive something in return, everybody wins. Merkle’s Nonprofit Practice will be publishing a specific case study regarding cause marketing partnerships…stay tuned!