National Stroke Association (NSA) was formed in 1984 to fill a void as the only national nonprofit healthcare organization focusing 100 percent of its resources and attention on stroke. NSA audiences include the general public; stroke survivors and their support networks; healthcare professionals and facilities; and nonprofits and corporations.
NSA’s primary revenue streams were membership dues, individual donations, third-party special events and corporate gifts. Corporate partnership efforts were focused in the pharmaceutical and device industry segments. NSA wished to expand its efforts into other endemic and non-endemic industry segments. NSA contracted For Momentum to create a cause marketing outreach strategy to expand cause support beyond current partners and to diversify and grow funding.
For Momentum conducted our Partnership POWER Assessment® to compile and analyze competitive/industry segment information about cause alliance practices relevant to NSA’s niche. In the industry scan process, we benchmarked against six competitive organizations. For Momentum also interviewed relevant key stakeholders and integrated their perspectives into strategy development.
Following the Assessment, we developed strategies to meet NSA’s goals of expanded partnerships with companies from both endemic and non-endemic industry segments and identified four primary audience targets. Corresponding outreach strategies included:
- Sponsorship of key NSA activities and programs
- Awareness-building and database growth strategies
- Co-branding strategies
- Corporate fundraising strategies
- Employee engagement and activation strategies
For Momentum integrated these expanded strategies into a corporate outreach presentation and developed a prospect pipeline of 150+ corporations from a range of industry segments.
In six months, For Momentum conducted outreach to 124 approved companies, connecting 315 times and securing 17 initial appointments. We advanced conversations with 13 prospects and closed deals with two non-endemic partners.