Posted on October 26, 2012 by James V. D'Ambrosio
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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Filed under: Uncategorized Tagged: | Ashley Halligan, Cause Marketing, Cause Marketing Advice, Cause Marketing Benefits, Cause Marketing For Nonprofits, Cause Marketing How To's, Cause Marketing Statistics, Developing Successful Cause Marketing Relationships, Nonprofit Marketing, Software Advice
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