Can cause marketing save nonprofits during a recession??? Part.2

There’s power in partnerships. From helping send a kid to camp or fighting food insecurity, cause marketing is a way for brands to give back and raise their profile.

What nonprofits should look for when partnering with a brand

For nonprofits, raising awareness and raising money is the why to everything they do. By partnering with a company, nonprofits can expand their campaign’s reach and hit fundraising goals more quickly.

And while it may seem like a win-win, there are certain best practices nonprofits should follow to ensure the campaign is a success.

1. Know your partner’s market and reach

Gain a better understanding of your partner’s demographic and market reach. Will they be interested in supporting your cause? Do they have anything in common with your audience? This is important for broadening your audience for future campaigns, and that’s not doable if the partner audience isn’t likely to actively support your mission.

2. Find a common mission

According to members of Forbes’ Business Development Council, just as brands should look for a cause they believe in, nonprofits should also seek out a brand with a shared common mission and the resources to help meet their goals.

3. Align your values

When pondering a collaboration, ask whether the company is socially responsible as a corporation, and whether it represent the values of your nonprofit. Focusing on the greater campaign outcomes, while not compromising either party’s values and mission, is vital.

4. Align your goals, too

Nonprofits should also choose brands that have integrity and are aligned with their goals and desired outcomes. Setting expectations from the get-go and maintaining check-ins throughout the campaign are crucial to the success of a long-term partnership.

5. Develop clear roles

Be clear on what each person in the partnership is doing. Is everyone aligned on what the partnership is for and about? More importantly, is each party benefiting equally? It’s also important to determine each party’s strengths and weaknesses and what each side can bring to the table.

6. Seek long-term partnerships

Making a positive difference in the world doesn’t happen overnight, so nonprofits should look for long-term alliances with companies, when possible. A long-term partnership is important to improve social impact and find new market opportunities. However, you must stay flexible. As time goes on, the partnership will evolve and you need to be open to changes.

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