INCREASE ORGANIZATIONAL EFFECTIVENESS WITH CAUSE MARKETING. A READER PROVIDES A BLUEPRINT.


By James D’Ambrosio

Recently I received an e-mail from a subscriber to this blog who shared an article I believe would be useful to readers. Ashley Halligan, an analyst at Software Advice, an Austin, Texas-based company  helping organizations select the best software for their business needs, recently penned “4 STEPS NONPROFITS CAN TAKE TO ESTABLISH A LASTING BUSINESS PARTNERSHIP,” providing a blueprint for developing effective cause marketing relationships. Complete with insightful comments from nonprofit and for-profit professionals, I found it instructive.

CAUSE MARKETING — DEFINITION & BENEFITS

Broadly speaking, cause marketing is a mutually beneficial relationship between a nonprofit and a for-profit business designed to further both organization’s goals beyond what otherwise might have been achieved alone. When successful, it’s a win-win: Nonprofits realize an enhanced ability to champion a cause through the greater financial resources of a business and reach more potential supporters through their customer base. Likewise, private business realizes good public relations and more marketing opportunities, leading to increased business. Case in point: The article cites a 2010 Cone Inc. study indicating that 80 percent of people in the U.S. are likely to switch brands — of equal quality and nature — if it supports a good cause.

ARTICLE HIGHLIGHTS

Published earlier this month and referenced by The New York Times, the article guides the reader through four steps to establishing lasting cause marketing relationships: 1) Assess your goals | 2) Develop a short list of potential business partners | 3) Start some conversations | and 4) Initiate and nurture the relationship.

It’s noted that building these relationships takes time. Bruce Burtch, author of “Glowing Your Business,” is quoted as saying: “The most successful cross-sector partnerships and cause marketing campaigns do not hit their stride until the second or third year.”

CLICK HERE TO READ THE FULL ARTICLE 

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QUESTIONS TO READERS:

A) What did you learn from the article?

B) Did you find it helpful to your cause marketing efforts?

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