By Mollye Rhea, Founder and President, For Momentum
best practice: — n: the recognized methods of correctly running businesses or providing services
The key to establishing best practices in a cause marketing partnership is to infuse the concept of BALANCE. We’ve heard terms like “win-win” used over and over in our industry. While that concept is a vital component of successful cause marketing, the type of BALANCE I’m suggesting is this:
Build strong partnerships
Activation is key
Leverage assets
Acknowledge efforts
Norms and measurement
Communicate
Evolve
Build Strong Partnerships:
The best cause marketing comes when the partners are truly linked. It is not a flash-in-the-pan proceeds deal where the full programs exists in a one-time advertisement. Truly meaningful cause programs fully integrate the partnering brands in a multitude of ways. A great example in the marketplace today is the partnership between Share Our Strength and ConAgra Foods. This partnership includes proceeds from sales but also integrates educational tips to help families create healthy affordable meals via the Cooking Matters™ program. And of course ConAgra works with Share Our Strength to fund the No Kid Hungry™ campaign to end childhood hunger in America by 2015. ConAgra and Share Our Strength provide a Best in Class example of the power of an integrated partnership.
Activation is Key:
As IEG will tell you, the key to success in any sponsorship arrangement is activation. Cause marketing is no different! Of course traditional advertising is a fabulous way to spread the word about your cause promotion. But, advertising is not always affordable. Both partners should set strategies to communicate the cause promotion message to all available audiences. For the nonprofit, audiences could include web visitors, newsletter recipients, special event participants, donors, volunteers and staff. For corporations, think externally (web visitors, database, social media, etc.) and internally too – employees, vendors, intranet pages, retirees and more. Best of all, activation does not have to be expensive. Think creatively about how to use free social media tools to activate your promotion. You can ask Justin Bieber about the value of YouTube. He was discovered there in 2008 and is platinum album phenom!
Please check back later this month when we will continue discussing the importance of achieving BALANCE in cause partnerships by Leveraging Assets and Acknowledging Efforts.
Build strong partnerships
Activation is key
Leverage assets
Acknowledge efforts
Norms and measurement
Communicate
Evolve
