I’ve spent many years on the cause side wooing businesses for cause marketing programs. I’ve often said, “If I ran a business this is how I would choose a cause marketing partner.”
Here’s my advice for business owners looking for a cause partner.
Choose a cause you really care about. I know, this one is a no brainer. But it’s a good place to start. I’ve worked with dozens of businesses and the programs that do best involve businesses that really care for their cause partners. Period. When businesses don’t care they’ll jump to the next marketing program that comes through the door. I know because it’s happened t me. What do committed partners look like? Check out our partnerships with Finagle-a-Bagel, Ocean State Job Lot and iParty.
Choose a cause to which you can make a long-term commitment. The benefits of cause marketing for businesses (i. e. enhanced favorability and increased sales) aren’t achieved overnight. Angels only earn their wings and halos after much work.
Choose a cause with some assets. Given the choice between two causes choose the one with a strong financial position, good staff, established events, good donor base, etc. While you may feel the tug to help the less fortunate cause, trust me, you won’t feel that way when it comes to creating and executing your first cause marketing program. Save your sympathy for after you have some cause marketing experience and success under your belt. You’ll have a better chance of making a difference.
Choose a cause that’s proficient with social media. Twitter, Facebook and Foursquare are great enhancers to a traditional cause marketing program. Social media also demonstrates a cause’s commitment to communication, technology and innovation, all signs of a cause with a bright future.
Choose a cause that’s unselfish. Yep, you heard me right. Most causes are so focused on themselves, their mission and fundraising that they’ll never stop to think about your business, your welfare or how a cause marketing program can benefit you. The only hand they’ll ever extend is the one to take a check. Choose a cause that’s committed to your interests right from the start and treats your business like a real partner. If they don’t consider the program a success unless you both succeed, that’s the cause you want to choose.
Following your heart and picking a cause you love is a great start to finding a partner. But follow it up with a gut check on your commitment and an analysis of the cause’s assets and social media aptitude.
Most of all, beware of causes that are selfish. Partners need to be committed to mutual success. “Together wing to wing and oar to oar.” You’ll be amazed how far and fast you can go when you pull together.
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Joe, this is excellent advice. It really is a complex and time consuming thing to pick a partner, and your post provides some great milestones.
Now that we’ve lifted the NDA on our business, I’ll be posting a series on my blog soon about our nonprofit partners, how we evaluated them, and why we chose them. My hope is that it will shed further light on this still challenging side of cause marketing.
Ian (@CompanyStarter)
That's excellent, Ian. Perhaps, if fitting, we could cross promote/post them here at SG!
I'd love for you to crosspost them, Joe, as Shaping Youth is finally in 'seeking' mode for 2011 to scale as we have been painfully picky about our alignment, remaining self-funded to date.
Yeah, I think it would be interesting. I'll mention your comment to Ian.
You bet. We’re excited to share everything now! As so many have noted, transparency is key and we intend to walk the talk.
Thanks for the great info – you summed it up very well. I think we all have some idea of how this works but it's nice to see it in black and white.
Thank you, as always a great post. When it comes to choosing a partner as far as the funds they have I must say I am more personally drawn to those that do not have a lot of cash but are so driven that it’s as if their enthusiasm is literately permeable. Give me such motivated people and I will want to partner with them even if there cash flow is not great. Your point of Choosing a cause that’s unselfish is so right on target I forget this important point until it becomes a problem- then it’s too late
Wow this such a great article and the tips are very comprehensive. For sure many entrepreneurs with small and big businesses are going to benefit from this. Keep it up!
MyATM – http://en.wikipedia.org/wiki/My_ATM
Might I also add, if you're going to support a cause, get involved. Don't just throw money or lend your logo. Be active. Engage your employees. Make a difference. A company I work with just received a corporate leadership award from the cause they support because they really put in the effort.
Daryl, excellent point. It's so important to become engaged with the nonprofit, especially since it's important for employees to see who and how they are helping. There is only an upside to this type of engagement. Thanks for stopping by.
We sponsored (and will do so again) a first-ever all-girls eco-teen racecar built by a high school team called "ShopGirls" last year for the Shell EcoMarathon just because I loved their personal charm. They sent me a tiny hand-crafted wood Xmas ornament of a car with a photo of the girls involved, and whammo, my renewed commitment (and wallet) popped out. Point being, the small & personal touch works too. (not all mega-conglomerate big bucks stuff)
That said, Shaping Youth NEEDS funding vs being the sponsor, (sponsored community STEM at ShesGeeky.org last year too) but keep thinking if I embrace my passions it may also attract like-minded CSR…Is this naive?
p.s. Another helpful piece from the NP perspective, "10 Step Guide to Cultivating Corporate Sponsors" http://j.mp/fmZ3y7
I don't think you're being naive! I say go for it.
Thanks for the link. I actually have had it saved on my reader now for a while.
[...] last time I talked about cause marketing for businesses I looked at how to pick a cause partner. Once you have partner, the question becomes what should you do for a cause marketing program that [...]