There’s plenty of buzz these days about “Cause Marketing.” Businesses are entering into partnerships with diverse nonprofits in order to enhance their image, boost sales, engage employees, and build customer loyalty. Most likely, if you are anticipating a nonprofit relationship, you are pretty aware of the potential benefits to your company (increased sales, employee engagement, media coverage, customer loyalty, etc). But, what should a business really consider when entering into a relationship with a nonprofit organization?
Considering the opportunity is the first step toward defining an innovative partnership. A key to your success is to identify quality partner(s). A lot of business default straight to high-profile charities. There are advantages to that tactic, but the value of your investment may be much more impactful with a small organization. These small businesses are built by people who know how to get a lot done with minimal resources. Many gurus on the subject suggest that there must be a common mission in the partnership. On the other hand, maybe this is a chance to use your uncanny creativity and find unique connections. Perhaps your business is in a growth phase and you meet up with a nonprofit with great potential that is also growing. Read the blog "Building Your Intentional Nonprofit Partnership" to translate your creativity and emotional intelligence into a nonprofit partnership that genuinely advances both your business and the social benefit organization.
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