Center For NonProfit Success

Cause marketing: building profitable relationships with corporate partners

Cause marketing is defined as a corporate/nonprofit partnership that aligns the power of a company's brand, marketing and people with a nonprofit's cause, brand and assets. Companies spend well over $1.4 billion annually on cause marketing, and it provides over $4 billion of support for charitable causes. This seminar will show you how to take advantage of this growing form of corporate support, and turn your nonprofit into a synonym for a particular cause.

This session is intended as a follow-on to the corporate sponsorship seminar, and will cover the following topics:

Cause marketing 101: understand the differences between corporate sponsorship and cause related marketing
Packaging your assets: analyze what you have and what you need to make your organization attractive to corporate partners
Researching potential partners: establish a strategic fit between your organization's mission and the mission of your corporate partner
Managing the partnership: know the core elements of a cause marketing management plan
Evaluating the partnership: set outcomes so that you and your corporate partner both benefit from the arrangement

Seminar attendees will come away with focused and creative strategies to capture a corporation's imagination while ensuring that their own organizations get much needed corporate support.

Speakers for this session:

Miriam May

Executive Director

Susan G. Komen for the Cure, Mass. Affiliate

Miriam May is Komen Mass`s first Executive Director and in her first year and a half has doubled dollars raised, built a much higher public profile for the organization and expanded partnerships and corporate relationships. She is an experienced marketer and leader having served as SVP of marketing United Way in Rhode Island and as a VP at Citibank. She was, earlier in her career, the Area Advisor for Latin America and the Carribean for the U.S. Department of Labor. She also has extensive experience as a consultant and serves on a number of non-profit and a for profit board. Ms. May has an BS from Cornell and an MBA from Cornell. She is married to Prof. Shaye Cohen and they have four children.

Joe Waters

Director, Cause & Event Marketing

Boston Medical Center

Joe Waters is Director of Cause & Event Marketing at Boston Medical Center. He started BMC`s cause marketing program in 2004 and now oversees a seven-person team of marketing, sales and event professionals. He`s developed and executed cause marketing programs with many local and national companies, including iParty, Staples, Shaw`s Supermarkets, Finagle A Bagel, Ocean State Job Lots, Valvoline Instant Oil Change and Pepsi. A well known writer and speaker on cause marketing, he blogs on the topic at Selfishgiving.com.

Boston Fundraising Summit

A relationship approach to fundraising
Nonprofit fundraising has become highly specialized, and each segment of your donor market requires a different set of relationship management skills. Whether you are reaching out to private foundations, wealthy individuals or your own members, you need to understand who they give to, and why. The Boston Summit focuses on the relationship aspects of fundraising, and offers you several ways to enhance your relationship management skills:

Day One:
In the morning, listen to a panel of private, corporate and community grantmakers who will openly discuss their philosophy on grantmaking, how they operate, and most important, how you can build a more successful relationship with the grantmaking community. In the afternoon, participate in seminars led by experienced grant seekers who have successfully secured many foundation grants, and have built successful relationships with the grantmaking community.

Day Two:
Attend a series of fundraising seminars covering the hottest areas of fundraising (capital campaigns, major gifts, annual giving campaigns, and many more). Panels of experts will discuss the latest developments in these fields, and then enter into a dialogue with the participants that addresses their most pressing questions.

WHY ATTEND THE FUNDRAISING SUMMIT?
Fundraising is primarily a relationship business, and with increasing pressures facing all nonprofit professionals to build key relationships, it is becoming more important, though much more difficult to meet people face-to-face. Our innovative Summit format provides the most efficient and cost effective use of time away from the office by enabling attendees to interact with experts in the field, as well as other nonprofit leaders.

CAN ONE ATTEND SPECIFIC SESSIONS ONLY?
We understand the demands that are placed on you and on your time. That’s why you can attend only the seminars that are of interest to you. Come for the day or stop by for a couple of hours. You pay for only the seminars you wish to attend and only for the information relevant to you. It’s a novel approach to learning that allows you to get exactly what you’re looking for in a short amount of time.

WHAT IS THE FORMAT OF THE SEMINARS?
Each seminar features a panel of 3-4 experts who will give a short overview of the key developments in that field. After that , we will move into a moderated discussion to explore what these developments mean for nonprofit organizations. During the seminar, panelists will engage with the audience in an interactive manner to ensure the real-world implications of these developments emerge, and the session will end with a summary of practical next steps.

HOW IS THE SUMMIT DIFFERENT FROM OTHER EDUCATIONAL EVENTS?
The Summit offers a unique format to help you accomplish the following:

Build relationships: to ensure maximum exposure to the experts and other nonprofit leaders, each seminar offers structured networking before the session starts
Hear different perspectives: the experts are drawn from different sectors of the nonprofit community to ensure cross-pollination of ideas and practices
Provide a global view: speakers give an overview of key issues so that you can eliminate any gaps in your understanding of the subject
Drill down to the specifics: speakers will also focus on providing specific answers to real-world questions that are common to most attendees
Obtain information you can use: the emphasis in all sessions is on avoiding theoretical discussions in favor of practical tools and techniques that nonprofit leaders can actually use

WHO IS RESPONSIBLE FOR THE SUMMIT?
The Summit is organized by the Center for Nonprofit Success, a nonprofit organization that specializes in bringing highly relevant information that nonprofit leaders need to run their organizations successfully. We developed the Fundraising Summit series as a follow-on to the Nonprofit Success Forum, a highly successful educational series on grantmaking that has been taking place around the country for the past two years. The Fundraising Summit drills down into specific areas of fundraising to give nonproft leaders cutting edge tools and techniques.

HOW DO I REGISTER FOR THE SUMMIT?
Simply click on the seminars listed below to learn more about the topics that will be covered in each seminar. Then select only those seminars that you wish to attend.

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One-on-one mentoring

Click on any seminar title or the arrow on the right side to learn more about that seminar

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