How do nonprofits find and secure corporate partners? This presentation shows the best ways to design and execute a corporate partnership program. Key lesson: It's about your partner, not your organization.

1. Securing Corporate
Partners and Sponsors
Presented by Matt Scelza
Director, Incite Los Angeles
November 7, 2013

2. Today’s Topics
1. What is cause marketing and what kinds of campaigns work?
2. What is the right amount of time and resources to devote to cause
marketing for my NPO?
3. What are examples of cause marketing that fit my organization?
4. How do I find and solicit cause marketing partners?
5. How do I set up the financial details so that my nonprofit benefits?
6. Instruction and coaching on preparing and delivering a winning pitch.

3. Today’s Agenda
1. Cause Marketing Basics
2. Brand, Audience and Access
3. Who are Possible Partners?

4. Incite is a social impact marketing firm that
uses marketing for good. Deeply rooted in
the media industry, Incite connects people
and resources to drive positive change
using local media and grassroots
engagement. Incite has offices in New York,
Los Angeles, Austin, Indianapolis and St.
Louis.
Incite

5. Today’s Question
How are you
meaningful and
uncommon?

6. Definition of Cause Marketing
Partnership
between a for-profit
and a non-profit for
mutual benefit

7. Why Cause Marketing Matters
Marketing is about consumer
engagement.
Causes engage consumers
in meaningful and
uncommon ways.

8. Why Cause Marketing?
89% of Americans are likely to switch brands
to one associated with a good cause
54% has bought a product with a social or
environmental benefit in the past 12 months
65% has already donated to at least one
cause this year
Source: 2013 Cone Communications Social Impact Study

9. The Evidence for Cause Marketing
Consumer Expect Marketing with Purpose
Globally – Eighty-six percent of consumers around
the world believe that business needs to place at
least equal weight on societal interests as on
business interests. 2010 Edelman goodpurpose
Marketing Experts Agree - Two-thirds of brands
now engage in cause marketing (up from 58% in
2009) and 97% of marketing executives believe it is
a valid business strategy. 2010 PRWeek/Barkley
PR Cause Survey
Communication is Key - 90% of consumers want
companies to tell them the ways they are supporting
causes. Nearly two-thirds (61%) don’t think
companies are giving them enough details about
their efforts, including the amounts donated and the
length of the promotions. 2010 Cone Cause
Evolution Study
Hispanics and African Americans Respond to
CM - One-third of Hispanic and African American
consumers report that they almost always choose
brands that support causes they believe in,
compared to just one in five Non-Hispanic Whites.
Yankelovich MONITOR Multicultural Study 2010

10. Three Key Types of Cause Marketing Campaigns
A partnership between
a for-profit and
a non-profit
for mutual benefit
1. Point of Sale
2. Action-Triggered
3. Digital/Social Media

11. Point of Sale Example: MDA and Menchie’s
A partnership between
a for-profit and
a non-profit
for mutual benefit
Using a “pin-up” available for $1,
MDA raises revenue and
Menchie’s gains wall art
that displays community involvement.

12. Important Lesson from Menchie’s: Think About Your Partner
A partnership between
a for-profit and
a non-profit
for mutual benefit
From Joe Waters’ blog:
Menchie's pinup program is packed
with heart, but [CEO Amit] Kleinberger
used his head when he chose MDA.
Menchie's senior management team
didn't have a personal connection with
muscular dystrophy. No one had a
stricken daughter or son, or an ailing spouse or parent with Lou Gehrig's
Disease -- perhaps the most well known form of muscular dystrophy.
With no clear choice, Kleinberger treated the
process like a hiring and interviewed three
charities. [emphasis added]
"MDA was very professional," he said. "They understood our business
and what we were trying to accomplish. After meeting with them, we all
believed that MDA had tremendous potential to do good in the world."

13. Point of Sale Example: Thought Starter
A partnership between
a for-profit and
a non-profit
for mutual benefit
“Pin ups” cost $.03--$.10 each, depending on order size.
Could you get your local dry cleaners to offer them to
customers in a certain month or season? What about the
local Jiffy Lube or auto repair shop?
Can you get local stores to put a donation canister on their
counter to support your organization?

14. Three Main Types of Cause Marketing Campaigns
A partnership between
a for-profit and
a non-profit
for mutual benefit
Action-Triggered
When a consumer makes a
purchase, part of the
money made from that
purchase goes to the
nonprofit
Source: SelfishGiving.com

15. Action-Triggered Example: Bon-Ton and Goodwill Industries
A partnership between
a for-profit and
a non-profit
for mutual benefit
Consumers either donated their used clothes at Bon-Ton
stores to benefit Goodwill or donated to Goodwill and
then registered with BonTon.com.
All donors receive discounts at any of Bon-Ton’s stores or
online, along with a chance to win $25 and $50 gift cards
instantly and be entered into the Grand Prize
sweepstakes for a $1,000 Shopping Spree.

16. Action-Triggered Example: PIzzaHut, Hulu, and World Hunger Relief
A partnership between
a for-profit and
a non-profit
for mutual benefit
Consumers who donated $1-$10 to the Pizza Hut World
Hunger Relief Campaign received a free subscription to
Hulu Plus for two weeks.
Hulu also donated up to $ 8 for each customer that retains a
subscription to Hulu Plus for two months or longer.

17. Action-Triggered Example: Thought Starter
A partnership between
a for-profit and
a non-profit
for mutual benefit
Could you get your local pizza place to donate $1 for every
pizza ordered during a certain month or time period?
Could you organize an independent movie theater night
where local theaters donate the proceeds from a
particular showing to your organization?

18. Three Key Types of Cause Marketing Campaigns
1. Point of Sale
2. Action-Triggered
3. Digital/Social Media

19. How to Promote Conversation: Video
DDB New York took a
trending Twitter topic,
#FirstWorldProblems,
and created a video.

20. How to Promote Conversation: Video
http://www.buzzfeed.com/
benbeath/the-10-best-
social-media-campaigns-
of-2012-
88is?sub=1931184_7665
90

21. How to Promote Conversation: Video
http://www.buzzfeed.com/
benbeath/the-10-best-
social-media-campaigns-
of-2012-
88is?sub=1931184_7665
90

22. How to Promote Conversation: Video
http://www.buzzfeed.com/
benbeath/the-10-best-
social-media-campaigns-
of-2012-
88is?sub=1931184_7665
90

23. How to Promote Conversation: Twitter
A partnership between
a for-profit and
a non-profit
for mutual benefit
A good cause marketing example!
Rubicon Property, a real estate
brokerage firm, hosted a cause
marketing campaign called “Get
Dirty” in celebration of World
Water Day on March 22nd.
Rubicon asked participants to take a
picture of dirty water in a glass or
bottle and share it via social
media in exchange for a $1
donation to charity: water up to a
maximum of $5,000. All images
appeared on the firm’s ‘Get Dirty’
Pinterest Board.

24. Action-Triggered Example: Digital/Social Media
A partnership between
a for-profit and
a non-profit
for mutual benefit
Could you call five ad agencies and ask for pro bono help?
Could you find a local filmmaker to donate his/her time to
film a video?
Do you have $1,000 to hire Youth Speaks Media Solutions
to create a :60 video for you?

25. Important Question for Your Nonprofit
A partnership between
a for-profit and
a non-profit
for mutual benefit
What do you offer
a cause marketing
partner?

26. Three Good Answers
A partnership between
a for-profit and
a non-profit
for mutual benefit
1. Your Brand
2. Your Audience
3. Your Access

27. Your Brand
Refers all the way back to
differentiating among
cattle.
Now “brands” have value
and equity of their
own.
Most succinct definition:
The perception(s)
that customers or
prospects have
about you.

28. Your Brand
Do you feel
the same about
these two
companies?

29. Your Brand

30. Your Brand
What do you think of when you see
these brands?

31. Your Brand

32. Your Brand
Worksheet #1
10 minutes in pairs

33. BREAK: 5 MINUTES

34. Your Audience
Worksheet #2
10 minutes
in pairs

35. Your Access
Worksheet #3
Quick quiz

36. STANDING BREAK: 2 MINUTES

37. Another Important Question
What do you want from a
for-profit partner?

38. Good Answers
1. Money
2. Volunteers
3. Visibility

39. The Best Answer
What the
for-profit
can offer

40. How nonprofits need to present themselves
A partnership between
a for-profit and
a non-profit
for mutual benefit
MDA and Menchie’s
A professional decision made with the head,
not the heart.

41. Characteristics of a Successful Partnership
1. Reciprocal
Smart cause marketing
efforts have the same
target audience

42. Characteristics of a Successful Partnership
2. Communication
Regular, effective and
meaningful

43. Characteristics of a Successful Partnership
3. Measurement
Quantitative and
Qualitative

44. Finding Cause Marketing Partners
1. Identify Potential Partners
2. Research
3. Approach
4. Conduct an Initial Meeting
5. Propose

45. A Real-Life Example
“Luck is preparation
meeting opportunity”
--Branch Rickey
How an in-person meeting with
Health Care Company (HCC) took
27 months and four approaches

46. January 2011: 1st Approach
Gina Smith is a friend and she suggested that I contact you. She
heard about what my company, Incite, does and she thought that
we might be able to partner on some projects.
I know that the Affordable Care Act will mean significant changes in
health outreach and promotion for HCC over the next couple of
years. My company, Incite, helps organizations attract new
customers while promoting important causes. For another health
care company, we recently added an additional 550 members to
their customer database in less than two weeks while encouraging
increased exercise.
I attached an overview of Incite and I hope to hear from you soon.
If we don’t speak before, I will follow up with you next Wednesday
morning. Thank you for your consideration.

47. Three weeks later….
Image: myhealingisaboutme.blogspot.com
Response…

48. Spring 2012: 2nd Approach

49. Summer 2012: 1st Email Pitch
Image: mlb.com

50. Image: metsblog.com
Response…

51. Fall 2012: 3rd Approach
Image: writtenimage.com

52. Spring 2013: 4th Approach

53. After a week or so….
Image: www.accounting-and-bookkeeping-tips.com

54. At the meeting…
Image: www.psychology.illinois.com

55. Lessons To Learn

56. A few recommendations
1. Cause Marketing Forum;
best overall site for
information and
resources
2. Edelman annual surveys
3. Joe Waters, whose blog
is SelfishGiving.com and
who is the author of
Cause Marketing for
Dummies.

57. Thank You
A partnership between
a for-profit and
a non-profit
for mutual benefit
Matt Scelza
Director, Incite Los Angeles
818.238.6646
@CausesLA
mscelza@inciteimpact.com