With the upcoming PR Boost on Aug. 15th, PRSA Colorado is doing a series of blog posts on nonprofit public relations. At PR Boost, each volunteer, who must have a minimum of three years experience, will consult with two nonprofit organizations during two separate 60-minute sessions. If you’re interested in contributing a blog post, please contact Liz Pope at evpope@gmail.com.
Hey non-profit organizations! Yes, I’m talking to you. As a board member of a local non-profit here in Denver, I’m fully aware of the struggles you’re facing during these tough economic times. If you’re looking for new ways to raise funds and build awareness for your organization, perhaps it’s time to explore a creative partnership with a for-profit business. A creative partnership between nonprofit organizations and for-profit businesses can be a mutually beneficial relationship and help both organizations achieve their marketing communications as well as overall business objectives.
The following are five tips for non-profit organizations to help maximize creative partnerships with for-profit companies:
1) Identify a Company Whose Brand Aligns with Yours – As you begin to consider a potential partner, you will want to make sure that the partnership makes sense and resonates with your target audience as well as the partner’s audience. For example, it wouldn’t make sense for the American Lung Association to partner with Philip Morris would it?
A good example of a creative partnership that’s “on brand” was the Recipe for Success initiative between The Women’s Bean Project and The Orchard Town Center . As a Denver non-profit, specializing in gourmet food manufacturing and offering transitional jobs for women, the Women’s Bean Project’s purpose was relevant to a large segment of The Orchard’s target market – women. In addition, the Women’s Bean Project’s philosophy of helping women grow was on message with The Orchard’s unique brand characteristics of “gather, harvest and grow” – helping position The Orchard as a place where the local community can come together and grow.
2) Come to the Table with a Strategy in Hand – When you’re approaching your target partner, it’s important to show them that you’ve thought through what your proposed partnership would look like including events, media and other exposure opportunities, additional partnership opportunities, etc. Make sure you address the WIFM component (What’s in it for me?). Show them the benefit of the partnership, and use research to back it up. (In 2008, Cone and Duke University’s Fuqua School of Business released a study outlining the benefits of cause-related marketing for companies. Weave this data into your proposal.)
Also, in your initial discussions, outline potential responsibilities for both sides so your future partner can understand their role, as well as yours. And be sure to include measurable results. For-profit organizations will appreciate the ability to measure what the success of their program will look like.
3) Engage Your Team – Make sure everyone from your organization is on board and aware of the partnership. This includes your administrative assistant, as well as your board chair. Also, make sure your donors are aware. Encourage participation from all levels of the organization at events.
4) Celebrate the Results – Look for opportunities to celebrate the results of your partnership be it through media relations, your newsletter or your website. Work with your partner to identify ways to further leverage the success of your partnership. Remember, while it helps you build visibility and awareness for your organization, it also helps them look good and positions them as a good corporate citizens. That kind of PR can be invaluable to a for-profit organization.
5) Nurture the Relationship for the Long Term – Make sure someone on your team is in charge of relationship building with your strategic partner. You never know what potential opportunities may present themselves down the road.
To all the non-profit organizations out there, I applaud you for the great work you do. Keep it up, and don’t give up hope!
Kate McDaniel, Senior PR Advisor, kate@cohnmarketing.com
Cohn Marketing
Founded in 2001, Denver-based Cohn Marketing offers brand development, marketing, public relations and interactive services to clients in emerging business-to-business categories, sustainability, food and beverage, real estate, retail and tourism. The award-winning company employs 23 people.
Kate-
Loved your example of a local nonprofit partnering up with a local business. In my work with the nonprofit community, I’ve noticed this tendency to get wrapped up in corporate sponsorship, because that’s where the biggest checks tend to come from. But in terms of not only donations, but also pro bono work, volunteerism, word-of-mouth, exposure…the list goes on and on what a nonprofit can get out of cultivating a relationship with its local business community. An added benefit: these perks are less likely to come and go based on the waffling of the Dow Jones Industrial Average.