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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Corporate partners want access, expertise, exclusivityJuly 28,1995; Canadian FundRaiser
With more and more nonprofits facing the transition from government dependence to other sources of support, the case of ParticipACTION provides some valuable lessons. In the early 1970s, Health and Welfare Canada created ParticipACTION and strategically incorporated it outside of government as a private, nonprofit, non-political organization. Led by a national volunteer board and small professional team with offices in Montreal and Toronto, it has since become a leading catalyst and provider of information to positively influence personal behaviour, social supports and environmental conditions that encourage active, healthy living for all Canadians.
Speaking at Beyond Sponsorship, a conference sponsored by the Financial Post, ParticipACTION President Russ Kisby said, "We achieved this ambitious objective through a unique combination of partnership initiatives, involving the support of the mass media, other private sector corporations, governments at all levels, and numerous nonprofit organizations." Critical to the organization's success and longevity has been their ability to demonstrate a substantial leverage factor on the public and private sector funding it receives.
According to Kisby, between 1972 and 1995, ParticipACTION received $16.5 million in cash funding from Health and Welfare Canada, $28.1 million from the private sector and other partners, generated a mass media campaign assessed at $257.4 million (100 per cent donated time and space), and created an awareness level of 89.7 per cent among Canadians, 64 per cent of whom claim to have been positively influenced.
Kisby said that win-win partnerships have been the key to success over the past two decades. Given today's economic realities --- particularly the reduction in government funding --- this strategy is expected to be of even greater importance in the future. He believes that the following items are critical to appealing to a corporate partner:
Additional appeals might include general visibility for the corporate partner, or serving and involving the partner's employees.
- The ability to serve current corporate partner objectives
- Delivery of target audiences
- Cost-efficient operations
- Demonstrated value-add
- Measurable results and impact
According to Kisby, most potential corporate partners are looking for:
- Access to networks, contacts and members
- Expertise in special events, management and communications
- Exclusivity, to be unique among their competitors
- Integration with the company's total marketing mix
- Safety --- no lawsuits or injury to participants
- Image --- a high profile, stature and credibility
- Longevity --- the opportunity to repeat and/or expand
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