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Ultimate partnerships work together, one cause at a time
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BY: BROOKE ENGEL Special to the CJN
Planning a fundraiser and making it profitable can be a tremendous undertaking.
A lot of hard work and money go into these kinds of events.
Organizations can find it difficult to do it alone, which explains why so many nonprofits join forces with corporations to further their causes.
Picking the perfect partner is comparable to picking your perfect mate. Several considerations need to be taken into account before signing on the dotted line. “We form partnerships with companies that are a good fit with our mission and beliefs,” says JD Sidley, communications director of the local American Heart Association.
In 2006, the American Heart Association devoted 13% of its budget, or $88,515,327, to fundraising. For its Heart! Start Walk program, it partnered locally with Delta Dental and The Cleveland Clinic. At a national level, it has partnered with Subway and Healthy Choice.
These partnerships are logical choices because they promote health and a healthy lifestyle. “The American Heart Association is a trusted, recognized brand across the country, and the companies we partner with feel good about our services and products,” explains Sidley.
The American Heart Association is close to raising $1 million for its Start! program; one of its new partners, Jo-Ann Fabrics, has helped raise $35,867.
“Our partnership with the American Heart Association resulted from an extensive review of many worthy causes and organizations,” says Riddi Kline, vice president of marketing for Jo-Ann Fabrics. “We selected the American Heart Association because of the vast impact cardiovascular disease has on women and men n and therefore our customers, our employees, and the communities we live in. At Jo-Ann, our goal is to inspire not only our customers’ individual creative pursuits, but also their community involvement.”
Nonprofits that partner with corporations receive funding, marketing and organizational support, an increased number of volunteers, and in-kind donations. In-kind donations are non-monetary items such as clothing, household items and food. For example, FedEx, a national sponsor of the National Multiple Sclerosis Society’s annual MS bike ride, supplies trucks and drivers for the race. The shipping conglomerate also raises funds: In 2006, FedEx raised $436,597 for the cause.
Christopher & Banks, a women’s retailer, is another national sponsor of the MS Society’s walk-a-thons. It created a jewelry line where 50% of the proceeds go to the nonprofit organization.
“We want to partner with reputable companies that have the same mission and values as we do,” says Bridget Andrews, manger of communications for the Ohio Buckeye chapter of the National MS Society. “Our partnership with Christopher & Banks makes sense because two-thirds of the people who are diagnosed with MS are women, the majority of the people at our events are women, and they market specifically to women.”
But what do corporations get out of the partnerships?
Nonprofits primarily demonstrate the value of their partnerships to corporations through public relations. Corporations get media exposure that they may not get on their own. The week before the American Heart Association’s Heart Walk, for example, Channel 5 ran a news story about the event, interviewing a volunteer and a doctor. The volunteer is an employee of Delta Dental, while the doctor works at The Cleveland Clinic n both sponsors of the walk.
“Everyone wins n the viewers, sponsors, and the American Heart Association,” says Sidley.
For businesses, a strong connection with a nonprofit organization can also promote a positive public image and possibly enhance community relations. Through these partnerships, sales are often increased sales, and better customer and employee loyalty is fostered.
KeyCorp, one of the nation’s largest bank-based financial services companies, forms partnerships with nonprofits to help improve the community. In 2006, Key contributed $16.5 million to organizations across the United States. Some of Key’s significant local partnerships include Cuyahoga Community College, The Cleveland Museum of Art and Playhouse Square.
It also has partnered with Jewish Family Service Association and The Jewish Community Federation of Cleveland and has sponsored several shows and exhibits at the Maltz Museum of Jewish Heritage.
All of KeyBank’s executives serve on nonprofit organizations’ boards. They donate their leadership, experience and financial management expertise.
“We have a descriptive strategy when it comes to our partnerships,” explains Margot Copeland, executive vice president and chair of Key Foundation in Cleveland. “We invest in nonprofits that exhibit excellence. Key Foundation supports localized programs dedicated to financial education, workforce development and diversity.”
A lot of hard work and money go into these kinds of events.
Organizations can find it difficult to do it alone, which explains why so many nonprofits join forces with corporations to further their causes.
Picking the perfect partner is comparable to picking your perfect mate. Several considerations need to be taken into account before signing on the dotted line. “We form partnerships with companies that are a good fit with our mission and beliefs,” says JD Sidley, communications director of the local American Heart Association.
In 2006, the American Heart Association devoted 13% of its budget, or $88,515,327, to fundraising. For its Heart! Start Walk program, it partnered locally with Delta Dental and The Cleveland Clinic. At a national level, it has partnered with Subway and Healthy Choice.
These partnerships are logical choices because they promote health and a healthy lifestyle. “The American Heart Association is a trusted, recognized brand across the country, and the companies we partner with feel good about our services and products,” explains Sidley.
The American Heart Association is close to raising $1 million for its Start! program; one of its new partners, Jo-Ann Fabrics, has helped raise $35,867.
“Our partnership with the American Heart Association resulted from an extensive review of many worthy causes and organizations,” says Riddi Kline, vice president of marketing for Jo-Ann Fabrics. “We selected the American Heart Association because of the vast impact cardiovascular disease has on women and men n and therefore our customers, our employees, and the communities we live in. At Jo-Ann, our goal is to inspire not only our customers’ individual creative pursuits, but also their community involvement.”
Nonprofits that partner with corporations receive funding, marketing and organizational support, an increased number of volunteers, and in-kind donations. In-kind donations are non-monetary items such as clothing, household items and food. For example, FedEx, a national sponsor of the National Multiple Sclerosis Society’s annual MS bike ride, supplies trucks and drivers for the race. The shipping conglomerate also raises funds: In 2006, FedEx raised $436,597 for the cause.
Christopher & Banks, a women’s retailer, is another national sponsor of the MS Society’s walk-a-thons. It created a jewelry line where 50% of the proceeds go to the nonprofit organization.
“We want to partner with reputable companies that have the same mission and values as we do,” says Bridget Andrews, manger of communications for the Ohio Buckeye chapter of the National MS Society. “Our partnership with Christopher & Banks makes sense because two-thirds of the people who are diagnosed with MS are women, the majority of the people at our events are women, and they market specifically to women.”
But what do corporations get out of the partnerships?
Nonprofits primarily demonstrate the value of their partnerships to corporations through public relations. Corporations get media exposure that they may not get on their own. The week before the American Heart Association’s Heart Walk, for example, Channel 5 ran a news story about the event, interviewing a volunteer and a doctor. The volunteer is an employee of Delta Dental, while the doctor works at The Cleveland Clinic n both sponsors of the walk.
“Everyone wins n the viewers, sponsors, and the American Heart Association,” says Sidley.
For businesses, a strong connection with a nonprofit organization can also promote a positive public image and possibly enhance community relations. Through these partnerships, sales are often increased sales, and better customer and employee loyalty is fostered.
KeyCorp, one of the nation’s largest bank-based financial services companies, forms partnerships with nonprofits to help improve the community. In 2006, Key contributed $16.5 million to organizations across the United States. Some of Key’s significant local partnerships include Cuyahoga Community College, The Cleveland Museum of Art and Playhouse Square.
It also has partnered with Jewish Family Service Association and The Jewish Community Federation of Cleveland and has sponsored several shows and exhibits at the Maltz Museum of Jewish Heritage.
All of KeyBank’s executives serve on nonprofit organizations’ boards. They donate their leadership, experience and financial management expertise.
“We have a descriptive strategy when it comes to our partnerships,” explains Margot Copeland, executive vice president and chair of Key Foundation in Cleveland. “We invest in nonprofits that exhibit excellence. Key Foundation supports localized programs dedicated to financial education, workforce development and diversity.”
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