Study: Corporate/NGO Partnerships Benefit NGO Branding
As nonprofits compete for the donor dollar, they often turn to for-profit companies to boost their visibility. Americans are rewarding these nonprofits for their partnering efforts, according to a new study.
As nonprofits differentiate their brands and compete for the donor dollar, they often turn to for-profit companies to boost their visibility and raise needed funds for their cause. Americans are rewarding these nonprofits for their partnering efforts, according to the just-released 2004 Cone Corporate Citizenship Study.
The study is the nation's first to benchmark how corporate partnerships impact nonprofits. Findings include:
Leadership nonprofits are already engaged in successful, multi-faceted partnerships. The Susan G. Komen Breast Cancer Foundation, which raised almost $600 million in 2004, quickly became a leader in addressing breast cancer by igniting corporate support and consumer passion around their "For a Cure" mission. For example, Komen leverages its relationship with Yoplait to increase its marketing reach, engage supporters, and increase donations through Yoplait's sponsorship of the annual The Komen Race for the Cure Series® and the Yoplait "Save Lids to Save Lives" campaign.
The study is the nation's first to benchmark how corporate partnerships impact nonprofits. Findings include:
- 76% of Americans believe that partnerships result in a more positive image of the non-profit
- 79% are more likely to buy a product that supports the nonprofit
- 76% are more likely to tell a friend about the nonprofit
- 70% are more likely to donate money to the nonprofit
Leadership nonprofits are already engaged in successful, multi-faceted partnerships. The Susan G. Komen Breast Cancer Foundation, which raised almost $600 million in 2004, quickly became a leader in addressing breast cancer by igniting corporate support and consumer passion around their "For a Cure" mission. For example, Komen leverages its relationship with Yoplait to increase its marketing reach, engage supporters, and increase donations through Yoplait's sponsorship of the annual The Komen Race for the Cure Series® and the Yoplait "Save Lids to Save Lives" campaign.