Marketing Partnerships
For more than three decades, one of my greatest professional joys has been creating for-profit + nonprofit fundraising partnerships. These “marketing marriages” have made life better for more than 100 million people. And they have raised more than $40 million for nonprofits that are making a difference.
Successful fundraising partnerships involve much more than the for-profit partner just writing a check (although that is still an important part of the relationship). The fact is, many for-profit companies are eager to share in a fundraising partnership with a nonprofit because, while for-profit marketers struggle to engage consumers’ hearts and minds . . . nonprofits do that every day. It is a natural outcome of their work.
Following is a brief snapshot of some cause marketing marriages that I have been honored to develop.
American Humane
The American Humane Association has been protecting children and animals from abuse and neglect for more than a century. I enjoyed the privilege of working with them to develop several very successful fundraising partnerships including:
Be Kind To Animals
Partnering with the Purina PetCare Company and the Friskies brand, on behalf of American Humane, we created the Be Kind to Animals education program and shared it with teachers and students in more than 1,000 classrooms nationwide.
The Very Best Pet Network
In an effort to save the lives of millions of pets being euthanized every year, we partnered with Purina PetCare Company, Walmart, canine movie star Benji and 2,500 local animal welfare organizations to create the first national shelter animal adoption program.
American Humane’s marketing marriages with Purina PetCare Company and Walmart generated more than $2.5 million in pro-bono services and program funding and $500,000 in private donations. During the first year, the program reached 100 million Americans and raised local shelter donations that saved the lives of more than 125,000 pets.
American Humane – Animal Planet Rescue
Concurrent with developing the Be Kind to Animals and Very Best Pet Network programs, we forged an extensive partnership with Discovery Network’s Animal Planet channel. Together, we developed a for-profit – nonprofit marketing program centered on rescuing animals in natural disasters. The program established a wide variety of battle tested animal rescue best practices and attracted more than $6 million in grant funding and donations.
Frank Lloyd Wright Foundation
Working to re-energize Frank Lloyd Wright’s legacy of sustainable architecture, I created fundraising partnerships with First Solar and Osram-Sylvania. Working with these world class manufacturers of sustainable energy technology, we provided them with an opportunity to demonstrate their products at Taliesin West, Frank Lloyd Wright’s historic architectural laboratory.
These marketing marriages provided the Frank Lloyd Wright Foundation with $2.0 million of sustainable energy products. And, the installed products reduced Taliesin West’s annual energy bills by more than $100,000.
Cripple Creek
Working with the City of Cripple Creek, I created a branding, special events and advertising and promotion program titled Cripple Creek – The World’s Greatest Gold Camp.
The program involved fundraising partnerships that encompassed the Cripple Creek City government and two dozen casinos and tourist attractions. We produced an extensive calendar of special events and promoted them through aggressive TV and radio advertising and a digital marketing campaign.
The World’s Greatest Gold Camp program increased tourism and casino patronage by more than 100,000 visitors and historic preservation funding by more than $500,000 during its first year.
Navajo Nation
Working with the Navajo Nation, I created marketing marriages to promote their new San Juan Marina on Lake Powell. The first marriage was with Goulding’s Lodge in nearby Monument Valley. Additional marriages involved several radio stations in feeder markets.
San Juan Marina’s marketing marriages generated radio advertising and promotional activities valued at more than $400,000 during the marina’s first season and produced houseboat rental revenue sufficient to keep the marina in operation for several years.
Unfortunately, the marina was eventually forced to close due to siltation of Lake Powell’s San Juan River arm.
Interested In Marketing Partnerships?
It goes without saying that every marketing marriage comes with at least a few devils in the details. If your organization is interested in a little prenuptial counseling, please Contact Me.
