Three tips for dealing with corporate partners

• Thu, September 20 2012
• Filed under: Cause-related marketing

Yesterday, I posted on four things you need to know before pitching a corporate partner.  I cited some interesting new research on how consumers feel about the products of companies that support charity.  To summarize:

1) A company that does good is perceived to have better products
2) Consumer mindset dictates when “good” matters
3) A socially responsible company trumps socially responsible product
4) Consumers smell self-interest a mile away

So what are your takeaways?

1) Companies benefit from working with nonprofits.  Remember, you give companies a brand halo.  And if the partnership is positioned well, people will perceive the company’s products as superior.  Assert and know your worth to the company - and have high standards for your partners.

2) Companies do best when focusing on their firms’ work to advance social good as a whole company, not necessarily how each product is a reflection of those policies.  So encourage company-level support - it’s better for their business - and for your organization because of the broader support.

3) Companies don’t want to appear self-serving with their corporate social responsibility, because that can backfire.  So if your partners have genuinely advanced your cause and made a difference, help them tell that story.  You’ll be a good partner - and encourage more support over time.

Comments

<< Back to main