Building Successful Cause Marketing Relationships Between Businesses and Nonprofits

By on Wednesday, October 31, 2012

An interesting article by Ashley Halligan offers tips to help nonprofit organizations forge solid and mutually-beneficial partnerships with for-profit companies. There’s some interesting advice nuggets in the article. While  business information and research are helpful – it’s important for nonprofits to remember that they are building personal relationships with businesses. And courting businesses to nurture a campaign that is mutually beneficial and in league with your nonprofit’s goals and needs can take time.

While I’ve often heard nonprofits pine for bigger cause marketing partnerships (usually after visiting the grocery store and seeing other nonprofits cashing in all over the store with placement on product packaging or at the checkout counter), many don’t realize the time that goes into building successful partnerships. One of the sources cited notes that the most successful cross-sector partnerships and cause marketing campaigns do not hit their stride until the second or third year of the campaign.

While this book is not referenced in the article, it’s also a great resource for nonprofits getting
into cause marketing. Thanks to Cambodia4Kids
for this Creative Commons licensed image
Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, a virtual and independent public relations practice near Washington, D.C. that provides public relations counsel, social media advice, writing services, and creative design work for publications and websites (portfolio). Ami blogs frequently about media relations, social media, public relations and other issues. She also reviews books on her blog about public relations, nonprofit life, work-family balance and social media practice. Follow her on Twitter @AmazingPRMaven.

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