Choosing the right partner - ladies, it may not be the Colonel
- Tue, May 04 2010
- Filed under: Cause-related marketing
If you haven’t been following it, there is a great discussion over at Nancy Schwartz’s blog on KFC and Susan Komen. Should an organization promoting health and fighting cancer be embracing fried chicken? Is this a match made in heaven? Heavens, no, in my opinion. And Nancy’s. Read up on it here.
Attention nonprofit marketing friends: If you are looking for partners, remember:
1. In thinking aobut partners, ask yourself who wins when the partnership wins. You want to look for partners with a compatible agenda with respect to your audience.
2. Partner around MUTUAL BENEFITS (not hopes for a big check) or you won’t be partnering at all.
- Share:
Comments
THANK YOU!!! I thought I was the only one shaking my head at that partnership. I think the Susan G. Foundation made a huge error by getting in bed with a brand that promotes horrid nutrition, which studies have shown, can lead to breast cancer.
What were they thinking????
In this partnership, KFC had everything to gain by aligning themselves with the SGK Foundation. Whereas the SGK Foundation ended up looking quite foolish.
I hope the sponsorship funds were worth their reputation.
Hi guys,
I never really thought that anything was wrong with their partnership. But now since you have shined a light on this. I agree with you. But it’s all about the money, because a lot of people love the Colonel(KFC).
Kind regards,
Sam
X
I understand the message. But I don’t really agree with it. Sometimes, being a non-profit company, working with a company that has totally different principles when it comes to profit and business activity might be a way to obtain more benefits, which can be used by the non-profit company in order to achieve its own goals. The needs and the requirements by both parties should be agreed to when signing the partnership agreement. If there is a partnership there has to be some kind of common goal to the parties involved.