Partnering with Nonprofits to Strengthen Your Brand

Cause Marketing and Corporate Social Responsibility

WARNING

What lies ahead is not for philanthropic planning.

I’m not presenting ideas to “give money away” without expecting some form of ROI.

WHAT IT’S NOT

WARNING It’s all about building partnerships with other organizations to support your corporate branding, reaching new targets, building sales, supporting HR goals and recruiting or augmenting your social responsibility (CSR) strategies. It’s about supportingyour company and community.

WHAT IT’S ABOUT

WHAT WE’LL TALK ABOUT TODAY

• What is CM and CSR? • What Are the Benefits – Corporate/Nonprofit• Developing the Partnership• What Are the Resources for Both Partners• Getting Started: How to Reach Your Audience• Let’s Talk Green• Case Studies• Inspire Support• Our Conversation

WHAT’S UP

“What’s it all about?”

A win-win relationship between companies and causes that support community building efforts while providing positive community, HR and marketing ROI for the company, and expanded awareness and mission-related resources for nonprofit organizations.

CAUSE MARKETING

IT’S A MARRIAGE

A.R.T.: IT’S A MARRIAGE

CAUSE MARKETING

BENEFITS TO YOUR COMPANY

THE BENEFITS

Here’s What’s Being SaidBenefits of Cause Marketing

“Cutting-edge innovation and competitive advantage is a result of weaving social and environmental considerations into business strategies.” (CEO, Hewlett Packard)

“A vested interest in the well-being of our community ties directly to the company’s long-term business objectives. Community relations activities add luster to our brand. (President, American Express Foundation)

CAUSE MARKETING

What are the areas where partnerships canbenefit your company?

• Increase company awareness • Differentiate services/products from competition • Improve public and investor relations• Promote corporate philanthropic efforts• Increase sales and gain market share against competitors• Employee recruitment, employee retention• Strengthen customer retention• Effectively target and reach new markets • Increase opportunities and quality of volunteer opportunities• Boost employee moral and employee engagement• Increase return on marketing investment • Generate awareness and revenue using non-traditional marketing approach• Strengthen trust and credibility in the company and its brand

CM BENEFITS FOR YOU

UNDERSTANDING YOURPARTNER’S NEEDS

FORMING A PARTNERSHIP

The CorporationBrand awarenessSalesEmployee relationsCommunity relationsCEO as brandPublic affairsPublic relationsCrisis communicationsCatching up on a trendSales

THE PARTNERSHIP

The NonprofitFundsBrand awarenessVolunteersNew donorsIn-kindEvent SupportPublic relationsBoard membersNew corporate contacts

Understanding Your Partner’s Needs

RESOURCES FORCAUSE MARKETING

PARTNERS

RESOURCES

Resources of Cause Marketing Partners

For Corporate Partners

• Marketing, advertising, PR and promotional budgets and schedules• In-kind contributions of goods and services: technical, intellectual• Co-brand the cause through company marketing efforts• Allocate a percentage of sales to the nonprofit partner, or other

business-building and awareness-building strategies.

• Provide volunteer opportunities for employees to assist nonprofit partner• Provide nonprofit and trust to nonprofit partner• Open doors and provide access to business contacts, knowledge and

new technology to support nonprofit business operations• Hands-on labor, administrative, fund-raising• Contacts to help secure media and other promotional partners

YOUR RESOURCES

Resources of Cause Marketing Partners

For Nonprofit Partners

• Ability to invest in marketing, advertising and promotion for select corporate partners• Access to in-kind contributions of goods and services to support

corporate community positioning and marketing efforts• Promote brands that allocate a percentage of sales or other business

building elements• Engage corporate employees as volunteers to assist communities and

build positive morale and HR benefits• Distribution of company messages or materials to new audiences, many times at a lower cost than using traditional media • Provide access to new or expanded target markets• Access to new audiences through events, web site and databases• Lend credibility and trust to corporate partner bridge to the

community

 

RESOURCES FOR THE NONPROFIT

PLANNING YOURSTRATEGY

PLANNING

PLANNING

Developing Your Plan

Step 1. Build the case for cause marketing in your organization.

Step 2. Conduct audit of your internal resources and marketing assets.

Step 3. Situation analysis – what the playing field looks like.

Step 4. Develop Strategic Relationships. 2 + 2 = 7.

Step 5. Evaluation. ROI.

THERE’S MORETO GREEN THAN DOLLARS

PLANNING

North County Trade Tech High SchoolA green-build tech academy for building sustainable futures. Preparing leaders for the building and construction industries

Architecture for HumanityArchitecture for Humanity is a nonprofit design-services firm founded in 1999. We are building a more sustainable future through the power of professional design

San Diego Regional Economic Development CorporationEDC promotes environmentally sustainable practices in the community

La Maestra Community Health CenterBuilding a LEED Gold-certified health center in City Heights

California Center for Sustainable Energy Public service for community, green-building assistance

The Frederick P. Rose Architectural FellowshipTo inspire and nurture a new generation of architects as lifelong leaders

GREEN NONPROFITS

Children Nonprofits

Big Brothers, Big SistersNational

Boys and Girls ClubsNational

Junior Achievement of the Palm Beaches Regional

San Marcos Girls SoftballRegional

Campfire San Diego & Imperial County Regional

OTHER NONPROFITS

CASE STUDIESCause Marketing Campaigns

STUDIO 2055

CASE STUDIES

STUDIO 2055Cause Marketing Campaigns

• San Diego Performing Arts League• Bravo San Diego• Mental Health Systems, Inc.• California Walk For Recovery

CASE STUDIES

SAN DIEGO PERFORMING ARTS LEAGUEBRAVO SAN DIEGO

Probono Contribution:• Creative, Advertising Director, Branding, Design• Fund Raising• Board Participation

SAN DIEGO PERFORMING ARTS LEAGUEBRAVO SAN DIEGO

• Secured donated advertising space• Benefitting companies and cause

SAN DIEGO PERFORMING ARTS LEAGUEBRAVO SAN DIEGO

Raised $350,000 for the arts benefitting community arts groups:

• Fern Street Circus• Malashock Dance• San Diego Symphony

MENTAL HEALTH SYSTEMS, INC.CALIFORNIA WALK FOR RECOVERY

Raised $260,000 for mental health services in San Diego

MENTAL HEALTH SYSTEMS, INC.CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY

Three Public Works Projects• Creative Director• Illustration, Project

Management

MENTAL HEALTH SYSTEMS, INC.CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY

Three Public Works Projects

MENTAL HEALTH SYSTEMS, INC.CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY

Benefitting at-risk families and children

CELEBRATING 25 YEARS

SMART THINKING + CREATIVE SOLUTIONS1985 – 2011