By: Ashley Byars
What’s the secret to a truly successful cause marketing partnership? It’s more than just putting a logo on a product. It requires a deep understanding of marketplace dynamics, expertise in best-in-class campaign execution and a commitment to data-driven decision-making. At For Momentum, we bring all of this to the table – and more. Our unique approach, grounded in our proprietary Partnership Power Assessment™ and collaborative strategy development process, enables nonprofits to identify and secure game-changing partnerships.
Just ask the American Lung Association (ALA). We recently partnered with them to create a customized partnership strategy blueprint that revitalized their approach to revenue generation and expanded their partnership potential.
ALA has worked for over 120 years to help save lives by improving lung health and preventing lung disease. The credibility of their well-established brand is a huge strength; however, they needed a refined approach to continue to grow their unrestricted revenue.
Three ways we evolved the American Lung Association’s corporate partnership strategies
Understand ALA’s current strengths and areas for improvement
Our team took an extensive look at the range of strategies to drive unrestricted revenue. We did this through identifying the marketplace threats and opportunities plus understanding their internal strengths and weaknesses to fully flesh out a partnership analysis. This enabled For Momentum to outline key implications to inform the partnership strategy, including leveraging the possible change in marketplace areas of focus within their mission space.
Our team of experts then developed a set of strategic recommendations, and while the full list remains confidential, one key shift stands out: leveraging their existing mission work to champion healthy air. With growing public and corporate interest in environment and climate change issues, this focus presents an ideal opportunity for corporate partnerships. As the only national health organization addressing extreme weather as it relates to lung health, the ALA offers a unique and compelling point of engagement for potential corporate partners.
Recommended building block refinements for positioning and provided fresh ideas for how to move forward
This involved recommendations and concepts to support their key categories below driving their current processes to deliver unique strategy plans to support unrestricted revenue growth across:
- Cause Marketing
- National Partnerships
- Industry Councils
- Licensing
To grow the ALA cause marketing initiative, For Momentum dug into marketplace best practices coupled with corporate partner activation needs to provide a three-tier recommendation for campaign and corporate partnership engagement. The first tier focused on foundational campaign supports to progress the campaign including key structural and support elements to elevate the campaign and begin building reoccurring momentum. Balanced on either side of the foundational elements, two growth opportunities were outlined leveraging two distinctive tactics, approach and structure.
Our insights and collaboration with their development team helped to build a multi-year strategy for rolling organizational integration.
The recommended strategies varied in resource requirements and implementation timelines across each key category of unrestricted revenue engagement. For Momentum’s work helped the ALA broaden its corporate audience reach by refining organizational positioning and messaging, demonstrating stronger partnership ROI and ultimately increasing unrestricted revenue through both targeted, smaller-scale adaptations and broader organizational enhancements.
Nonprofits face a constant challenge: how to secure sustainable funding while maximizing their impact. At For Momentum, we understand this balancing act intimately. That’s why we specialize in crafting data-driven cause partnership strategies that not only generate revenue but also elevate awareness. Even established organizations like the American Lung Association (ALA), with their strong brand recognition, need to adapt and innovate to continue growing unrestricted revenue.
Reach out to us to for your own refreshed partnership strategy
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