Nonprofit PR Partnerships - Do your Nonprofit and Fundraising PR with Other People's Money

Are you a not-for-profit looking for ways to reach out to the community with your message?
Consider teaming up with a local business in a co-op marketing partnership. As you know, one term used for PR partnerships between businesses and not-for-profits is cause-related marketing. Businesses benefit by associating their brands with the respected names of well-established social service or arts organizations. The not-for-profits benefit by gaining new ways to publicize their mission and recruit board members and volunteers.
How does it work? There are many formats. For example:
-- Some companies pay for magazine ads that highlight their employees' involvement with a not-for-profit. Such an ad promotes the mission of the not-for-profit, and also conveys the fact that the company is a supporter and a good corporate citizen. This strategy can be especially effective for local companies competing against larger companies that are not locally owned; banks, law firms, accounting firms, etc. The ad shows the company's local ties; for some consumers, this is an important attribute in their choice of a vendor.
-- Some not-for-profits team up with companies for special sales, where proceeds are donated to the charity. Obviously, the charity benefits from the money, and the company gains store traffic with potential for repeat business later.
-- Some retailers who advertise regularly devote a portion of their weekly ad to a "plug" for a not-for-profit organization.
-- Some companies will "adopt" a charity for marketing purposes. They may include the charity's PR information in bill stuffers, employee newsletters, etc., while encouraging employees to volunteer for the designated charity.
-- Some companies purchase public service announcements for not-for-profits; for example, you may see a print ad or hear a radio ad that says, "The good folks at Urgi-Care remind you to always use an approved child-safety seat." This is the model of the future.
-- Schools are excellent partners for not-for-profit initiatives. Churches and businesses are other excellent partners. Find common ground and you may find rich rewards in fundraising partnerships. Working with local minor-league sports teams, you could seek to create a night devoted to your charity. If you can bring additional people to the event, the sports franchise may be happy to promote your worthy cause. It's a win-win situation. Co-op marketing programs are most effective when both parties start with clear expectations. A contract of some sort is a good idea, to establish mutual roles and responsibilities. Not for-profits should work to create tangible marketing value for sponsoring companies, by offering access to databases and creating new direct-marketing channels.
-- To succeed, not-for-profits must approach potential partners not seeking a handout, but with a cooperative business venture that will help both parties. You need to show your partners that you can help them meet their marketing goals while you achieve your important mission.
A key factor for marketing with other people's money is treating your marketing as a business venture, not as a charity. If you can help businesses achieve their goals, you may find that many businesses are very receptive to working with not-for-profits. They are much more receptive to your appeal if you can also show them how it benefits their bottom line in some way. It need not be a dollar-for-dollar return on their investment, but something that they can take away and help justify their expenditure.