Are social marketing partnerships a new imperative?
October 2, 1996; Canadian FundRaiser
Today, consumers are using their purchasing power to punish and reward. Look at the 90% of Canadians who say it is not enough to just provide low-priced quality products and services. Add to this the 25% that boycott products based on citizenship. In fact, Canadians don't believe that corporate charitable contributions need to be motivated solely by altruism, and business is seizing the opportunity through social marketing in corporate partnerships such as Avon with Breast Cancer, Becel with Heart & Stroke Foundation, Bell Canada with Kids Help Phone and Molson's with AIDS. "Consumers are looking for corporations to ante up and business is taking advantage of this," says Trish Sullivan, Director Corporate Marketing for the World Wildlife Fund.
Having identified a tremendous potential for growth in this area, Sullivan recently talked to the CDMA Fundraisers Council about the WWF's social marketing strategies. Using WWF and the Liquor Control Board of Ontario as a case study (see Canadian FundRaiser, July 3, 1996, p. 3), she noted that the market is large and growing. US sponsorships involving non-profits, she pointed out, are growing extremely quickly, she pointed out, reaching $2 billion in 1994. In Canada, she said, business sponsorships are following suit.
The experts see social marketing as a new imperative. Defined as marketing strategy; a way to build relationships and deliver improved results, social marketing for business makes an important contribution to a social cause. It is the tie that binds. What drives this trend forward? The recession `survivor' consumer, increased competition, lack of perceived product differentiation, and government spending cutbacks. And what does all this mean for non-profits? According to Sullivan, "There is reason for cautious optimism and there is opportunity. Expect to build awareness, advocacy and funding."
Tips on pursuing partnerships
Think strategically, she advises. Target your partners as you would your donors. Look for similar target groups, compatible missions, appropriate images and profiles and adequate resources. As for program, set objectives that are of mutual benefit. Get the story straight and communicate it. Start slow and build for the long term, and measure and sell your success.
