There are 8 item(s) tagged with the keyword "Cause Marketing".
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Despite what you may hear from the nay-sayers, we truly are in a golden age of marketing. And that applies to nonprofits just as much as it applies to for-profits. For all of us, there have been many changes as we have integrated digital into our marketing plans. But one thing hasn’t changed—the marketing budget hasn’t increased. Advertising spends might be smaller today, but there are many organizations that are having amazing results in marketing digitally. We spoke with Michelle Steed, Vice President of Client Success and Ed Lord, Chief Strategy Officer at DonorDrive about how nonprofits can be most effective with their marketing.
Working closely with our DonorDrive clients, we get an in-the-trenches view of what’s happening in peer-to-peer fundraising. Once again, we’ve seen many of our clients grow their events, grow their campaigns and—more importantly—grow their organizations. In examining the event totals of DonorDrive clients raising more than $1 million online annually, we came across this amazing stat:
It’s easy to think that Cause Marketing appeals to a consumer with a different sensibility within a brand’s customer base. There’s been an assumption for years that current customers get gratification out of doing business with an ethical company and will continue doing business with them for that reason. But have we ever examined whether our traditional marketing and Cause Marketing may be appealing to two entirely different customers? An indication of this came from a Nielsen survey that shows that...
The prospect of meeting with a big brand can be terrifying. This meeting is the next step past getting your foot in the door and it can set the tone for a long-term, Cause Marketing partnership with the corporation. But if not handled well, it can end with: “Nice meeting you, but no thanks.” Here’s a list of best practices for making a good first impression:
At the dawn of Cause Marketing in the mid ’70s, the plan was to use the cause to help attract customers. As a matter of fact, the very first Cause Marketing campaign was to drive admissions to Marriott’s new Great America amusement park with March of Dimes as beneficiary. In the 40 years since, companies have realized that their cause can draw in a substantially larger audience than just customers. It’s expanded to any stakeholder that has an interest in the company. You’ll find all the following groups can become involved with a company’s cause:
With organizations focusing on long-term partnerships as opposed to annual or one-time sponsorships, it’s important that you work to retain those sponsors. It’s a given that your organization will deliver on promises to your corporate partner, but there are simple things you can do to ensure that you continue that partnership for years to come.
This seven-part series was written as a comprehensive guide for nonprofits who are looking to move beyond basic commercial sponsorship to long-term partnerships with corporations and gain the extensive benefits these relationships offer. What I’ll cover over the next few weeks are:
OneSight is a nonprofit that has provided vision care for 8.5 million underprivileged around the world. To accomplish this, they’ve had great support from Luxottica, the world’s largest eye care company. The tight bond between the company and nonprofit has enabled the two to effectively deliver on their mission of bringing sight to the world’s most needy.
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