Women at work: Corporations, nonprofits need each other by Christie Kelly
Today's most creative strategic partnerships exist between for-profit corporations and non-profit agencies. Both kinds of organizations need each other to successfully position their respective brand and cause in the marketplace.
The search for corporate sponsors is the full-time work of many non-profit development officers. Corporate dollars help agencies meet their commitment to client programs and provide new opportunities to meet the needs of their evolving client base. Corporations are constantly looking for new ways to position their brand and improve their reputation in the marketplace. This combination of needs provides excellent motivation to create a causal marketing strategic partnership.
Perhaps the engine behind these mutual interests is enlightened self-interest. Armed with the following data developed by Cone Roper Research, a high quality not-for-profit agency can provide competitive differentiation to a highly regarded corporate partner, while the corporation supports the mission and good work of the agency. The research reveals:
92 percent of companies that support a cause are associated with a positive image
84 percent of customers are more likely to switch to their brands
70 percent of customers are more likely to buy their products or services
54 percent of customers are willing to pay more for their products and services
When corporations add a causal marketing strategy to their overall marketing and brand positioning mix, they improve their chances to successfully acquire and keep loyal customers. Agencies also benefit from doing important community service.
Christie Kelly, owner of Kelly Consulting, a company specializing in marketing and event planning, can be reached at (585) 489-9051 or kellyconsulting@rochester.rr.com.
This column is written by members of the Rochester Women's Network (www.rwn.org), which seeks to help women connect, grow and succeed. |
249 Highland Avenue