ATLANTA (June 1, 2016) – For Momentum, a national cause marketing agency, has released the results of its 2016 Cause Partnership Sales Cycle Research. The research is designed to help nonprofit professionals answer board, staff and other stakeholder questions about the amount of time involved in securing corporate partnerships.
For Momentum first started benchmarking the cause partnership sales cycle in 2014. In April 2016, they updated and supplemented their initial findings by interviewing 50 senior development, corporate relations and cause marketing professionals who, during their careers, have represented more than 110 of the leading nonprofits in the United States. These professionals answered survey questions about the amount of time it takes to sell various types of cause partnerships, including sponsorships, integrated partnerships and employee-directed partnership activities. Respondents also rated the factors influencing cause partnership sales and disclosed whether or not their nonprofit requires a guaranteed minimum for partnerships. Some top findings from the research include:
- The time required to secure sponsorships, integrated partnerships and employee-directed partnerships depends greatly on the size of the commitment.
- Awareness of a nonprofit’s brand has the greatest impact on the organization’s ability to secure cause partnerships. This was followed closely by mission fit with the prospective partner’s brand.
- When asked about objections received from corporate decision-makers, respondents listed a previous commitment to other partners as the number one reason given for turning down a cause partnership.
- A little more than half of nonprofit professionals surveyed said their organization requires a guaranteed minimum for cause partnerships. However, the value of that guaranteed minimum varied greatly from organization to organization.
“A universal challenge for nonprofit professionals responsible for corporate sales is educating their bosses and board members who often have unrealistic ideas about the amount of time it takes to secure a corporate partnership,” said Mollye Rhea, president and founder of For Momentum. “Our objective with the Cause Partnership Sales Cycle Research was to create a tool, which captures insights from nonprofit leaders, to better manage those expectations. The partnership strategies that we help our clients design won’t work unless ample time to cultivate prospects is factored into the equation.”
For Momentum debuted the Cause Partnership Sales Cycle Research at the Cause Marketing Forum Conference, an annual industry meeting of corporate, nonprofit and agency cause marketing professionals. The full research report is available online at www.formomentum.com/resources/cause-partnership-sales-cycle-research/.
About For Momentum
For Momentum is a nationally recognized cause marketing agency. Focused exclusively on cause alliances and corporate social responsibility strategy, For Momentum represents leading nonprofit organizations, corporations and agencies to form and strengthen strategic corporate partnerships. Founded in 2003 by advertising and nonprofit executive Mollye Rhea, For Momentum has been recognized by Corporate Responsibility Magazine as one of the top five cause marketing firms in the United States. For more information, visit www.formomentum.com.