With big companies and big non-profits, we often see checks being written for sponsorship rights. This often buys the right to use the non-profits logo on the companies’ products and collateral marketing materials.
While many non-profits are reliant on these sponsorships annually, their members need more than a check to have a social reason to buy the company’s products or services. They need to see a real partnership. They need to see active participation that demonstrates the company’s commitment beyond the check, to their goals.
While the money will certainly help, the company’s motive for writing it should never be questioned by the membership. After all, it is the membership that makes up the consumers and the apostles of the company’s brand.
Interestingly, many small, local NPOs and currently marginalized groups actually have more appreciation for a company that stands by them before their cause becomes mainstream, while they are still in the grassroots stages.
All the big charities and NPOs of today started out small. They faced and overcame seemingly insurmountable obstacles, and had to get the word out about their cause. The companies that supported them when they were all alone with those challenges are the ones whose products they are more likely to be loyal to.
Here are some ways small companies can demonstrate commitment to an NPO with a worthy cause beyond the check:
1. Attend and participate in their meetings.
Wave their flag, and be part of their cause. Let their membership know that you support them and what you are doing about it. When they see your people in action, they will know you are sincere.
2. Discover what they really need beyond money.
They may need to make a broad appeal of support and membership from your customers. They may need your products to consume or auction off at their fundraisers. Maybe you can make a call to someone important on their behalf.
3. Take their message to the market.
Educate your customers about their goals, challenges and achievements, and how their cause impacts everyone’s welfare. Small tags on your product promoting their cause and pages devoted to them on your website can make a big difference.
4. Use your publicity resources
Use your publicity resources to invite membership and participation in their events. You can be do this using your press releases, interviews, and other forms of media. When your company officially takes a stand on especially controversial issues before they become acceptable to the mainstream, you are seen by the membership as a real advocate.
5. Help them with their fundraisers.
Send folks from your company to physically help them with everything from set up to clean up, from serving to announcements. Maybe you can provide space or services. Maybe you can get your customers to attend.
When the membership sees your people actually roll up their sleeves and get actively involved, they will realize that you and your company are sincerely interested in their cause. The beauty of this approach for small, undercapitalized start-ups is that most of this kind of support does not require a big check. And small, local NPOs will be happy to get whatever they can, especially in their grassroots stages.
Small companies that co-promote and co-brand build are the ones that will mean the most to their membership, not just “Who sponsored us this year? But, “Who’s been there for us all along?”
So, even if you are a big company, don’t just write them a check and say, “Good luck with that.” Ask, “How can we help?”
Who We Are
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) & Shelf Smarts courses to help consumer product brand builders achieve success. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular business site at www.thebarefootspirit.com.
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