Download Why Partnering with a Business is for your Non

2/19/2015
Why Partnering with a Business is
GREAT
for your Non-Profit!!
Jennifer Huttemann-Kall, Executive Director
RESOLUTION CENTER OF JEFFERSON AND LEWIS COUNTIES, INC.
Mediation
WHAT IS MARKETING?
• Definition: Marketing is the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives. (American Marketing Association)
• WHAT IT REALLY IS: figuring out WHO your targeted customers (donors) are, WHAT they want
and HOW best to deliver that good/service to them.
• WHAT IT IS NOT: simply advertising such as,
• Facebook page, website, newspaper ad, TV commercial, etc.
• ONE goal of marketing: determine what sets you apart from the competition and then find a way
to communicate that to your customers or potential customers (= Competitive Advantage)
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2/19/2015
“CAUSE MARKETING”
• What is it?
• A mutually beneficial
partnership and relationship between a
for-profit business (FP) and a non-profit organization (NPO).
• Win – Win!
• NPO: receives donations and free advertising
• FP: image is enhanced and ultimately gains more sales
• What it is NOT:
• Corporate giving, which is a charitable activity; Short-term
• Examples?
• “Davidson Automotive Gives Back, Charity Giveaway”; Fuccillo’s donation to Domestic
Violence agencies
• Warm Hearts Coat Drive – Burlington Coat Factory
WHY SHOULD I PARTNER WITH A BUSINESS?
1. NPO’s are expected to think & act more like FP’s to survive and thrive!!!
2. Building mutually beneficial RELATIONSHIPS create:
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Donor loyalty
Word of mouth marketing
A more cost effective approach; may provide greater visibility than traditional
advertising
Endorsements by business leaders can help recruit new business partners
3. It’s in the numbers! (2008 Cone Corporate Citizenship study:)
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81% of consumers want companies to address key social/enviro issues
94% of consumers say they are likely to switch brands to support a cause if both
brands are similar in price & quality
93% would buy a product associated with a cause
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WHY SHOULD I PARTNER WITH A BUSINESS?
4. Trends: “Cause Marketing is Supplanting Corporate Philanthropy”
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Many companies can’t afford to just give away $ => must receive a return on
investment (Donation vs. Advertising expense)
5. Business owners & employees enjoy the “Feel Good” factor
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They get to observe the real-time impact they are making on their community
6. Mutual BENEFITS:
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Share expertise, efficiencies, knowledge, staff (volunteer day, train biz staff)
Access to each other’s space/location
May provide fee-for-service opportunities (training business staff)
WHY SHOULD I PARTNER WITH A BUSINESS?
7. Businesses can donate away some of their profits or give it to the government!
Or
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WHICH BUSINESS(ES) DO I CHOOSE?
 Consider your population served & your mission
 Do you both have products/services that might benefit each other
 Think of business owners who may have a connection or a PASSION for your
mission
• Ex. Sackets Harbor Boathouse
 Is the business financially sound?
 Do you have a “warm lead” to introduce you?
Ex. Car dealers, restaurants, professional practices, banks, ins. companies
Mediation
QUESTIONS???
Resolution Center of Jefferson and Lewis Counties, Inc.
200 Washington Street, Suite 207
Watertown , NY 13601
Jefferson: 315-785-0333
Lewis: 315-376-7991
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