Nonprofit Cause Marketing

There are approximately 750,000 nonprofits here in the U. S. according to the U.S. Census Bureau. With that many nonprofits, all the needs in America's communities should be met. The problem for most nonprofits- they're not getting enough exposure to gain recognition for helping these ailing communities, therefore they lack the funding to accomplish their mission.

Nonprofit Causes

Nonprofit organizations fill the gaps were our government's social services lack the ability or funds. The nonprofits feed the hungry, shelter the homeless, find jobs for the unemployed and a myriad of other worthy services.

It is very likely without the nonprofits taking care of our communities- we would have poverty and death where there is none now. Nonprofits are there for all citizens regardless of gender, race, disabilities, or citizenship. They generally have a higher calling and their organization corrects certain gaps in service the government cannot.

Problem is, the funding that these organizations need so desperately is not always in place. The lack of experience with marketing, brand awareness and social networking have caused nonprofits, along with a bad economic environment, a cause for concern as needs have skyrocketed.

Corporate Marketing Objectives

Corporate organizations have just the opposite problem in this economy. They have marketing, brand awareness, and social networking skills, but lack the business that has become so scarce to suppliers and retailers alike. The recession has torpedoed blue-chip corporations, which were once thought to be invincible.

Corporations in our society supply or meet individual interest, social needs and marketing objectives needed to give shareholders a return on their investments. These American icons have tried every way possible to find niche markets to help them survive this terrible situation.

Nonprofit Cause Marketing

There are opportunities that abound in a collaborative effort between nonprofit organizations and corporations that have an interest in the community at heart. The use for marketing to meet corporate goals and nonprofit needs are what collaborative efforts are all about.

This type of collaborative effort is called nonprofit cause marketing. This is where all parties- the nonprofit, corporation and community all get their needs met. It is a strategic effort to bring everyone to the table to help keep our communities healthy and balanced.

Collaborative Marketing Model

This business model is ideally suited for this type market because the assets of the corporation and the values of the nonprofit industry come together to provide needs for those less fortunate in these communities.

It is a way for the corporation to say we care about our employees, customers and the community. Nonprofits get the advantage of acquiring marketing skills they don't possess and the ability to help more people in these communities.

It's not all about benefits. There are challenges that other organizations don't face. Corporations have objectives and goals that they can't be deterred from, as well as pressures from the public, shareholders, officers and employees. The nonprofits can lack capacity to engage partners and have quite a different outlook on work culture since most nonprofits operate with volunteers.

These issues can be overcome with open communications and passionate effort on both sides. The idea is to find a partner who will share the nonprofit mission to help those in need. Jocelyn Daw in her book, "Cause Marketing for Nonprofits" says "A good collaborative alignment will see each partner actively seeking to advance each other's agenda and sharing responsibilities, contributions, and risk."

As a team bound by a collaborative partnership agreement, the local corporation and the nonprofit merge their missions and objectives to accomplish the community's goals. This comes together as a joint venture in providing needed services to the community in exchange for lending marketing support of the corporation's goals.

The community places a priority on purchasing from the corporation involved in cause marketing because they know that a portion of the corporation's cash flow helps those in the community that are less fortunate through the nonprofit partner.

Nonprofit cause marketing has a way of binding everyone together for the common good. This is a great example of strategic planning at its best.

For more on collaborative marketing see the Grant Funding Online Blog.