Do you have a cause that you care about, or do you just want your business to gain some extra publicity whilst doing some public good at the same time? If the answer is yes then teaming up with a non-profit organisation is the option for you.
Of course, you cant pick up the phonebook, choose one, and thats the end of that. It requires a bit more thought and planning. Lets take a look at some tips for partnering up with a non-profit organisation.
#1 Pick a Cause
An ideal place to start is to find something you care about. Do you have a charity thats close to your heart and that you really care about?
Alternatively, look into what your customers are likely to care about. If youre running an environmental organisation, for example, your customers are likely going to be interested in saving the rainforest or protecting wildlife. Always bear in mind that charity gives you the perfect excuse to engage with your customers.
If you want to make this a more democratic decision, get your workforce involved and ask them what they would like to support.
#2 What Charity Aligns with Your Cause?
Look into the history of the charity that supports your cause. How long have they supported this cause and do they have a bright future?
You should treat partnering with a non-profit like partnering with any other business. You dont want to put the work into raising money only to discover the money isnt doing as much good as youd hoped. Grill any charity you come across and dont commit until youre completely satisfied with the answers youre getting back.
#3 How You Can Work with Your Non-Profit
Now you have a non-profit in mind, you need to decide what you can give to them. It isnt a matter of teaming up and putting a big poster on the wall. You have to do a bit more than that. Thankfully, there are a range of ways you can help your non-profit. Below youll find just some of the ways you can do this.
- Donate additional inventory. If you have leftovers, send them to the non-profit. You wont lose any money because it usually costs money to dispose of excess stock anyway.
- Schedule some voluntary days each year where your workers visit the charity instead of the office. You can also donate some of your PR and administrative staff on occasion to lend a hand.
- Sponsor an event. Most non-profits will have events designed to raise funds. Pay them a certain amount of money and they can put your logo and name up in a visible location. This is sponsorship for a good cause, plus it might even lead to more customers for you.
- Brand a marketing campaign forever. Work with the charity to brand one of your marketing campaigns with their name. It can be as simple as carrying their logo on the advert or actively putting out a call to donate to them. Studies have shown that 91% of consumers are more likely to switch brands when its associated with a non-profit that speaks to them.
Giving in Action
The Boston Strong Tee campaign is a campaign designed to help victims of the Boston Marathon bombings in 2013. The company Ink to the People donated the proceeds to One Fund Boston, which is a charity that helps victims of the bombing. They managed to raise over a million dollars through the sale of 60,000 t-shirts. It cost them a lot of money to do this, but they gained an enormous amount of publicity and countless new paying customers because of it.
As you can see while it is not a simple exercise partnering with a nonprofit organization can be one of the most profitable business decisions that you make.