October 27, 2011

How to make co-marketing work for your nonprofit

Comarketing Partnership
Photo by hjalmeida for Big Stock

Three simple steps to establish a successful partnership & boost your organization’s profile

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, businesses, brands, marketing professionals.

Guest post by Amanda DiSilvestro
Content Writer, Resource Nation

Amanda_DiSilvestroThe phrase “two heads are better than one” is becoming more and more popular as the economic outlook becomes less popular. In other words, many nonprofit organizations have begun to realize that striking up a partnership with another company can be beneficial.

Co-marketing, or cooperative marketing, essentially amounts to an agreement between two companies that says each company will help market the other. For example, an organization dedicated to helping the homeless may work with a food bank, or an organization working to renovate public schools may work with a construction company.

Benefits of establishing a co-marketing partnership

  • The other company can refer your organization to customers. This will give you an entirely new group of people who may be interested in your cause.
  • People who recognize and trust your partner company will be more likely to give your organization’s ideas a listen.
  • You have the option to share expenses and profits with your partner company. For example, you may want to share an ad in a paper or include your logo in your partner’s e-mail messages.
  • Both companies can use each other’s talents when creating marketing campaigns.

Now, the tricky thing about co-marketing is actually finding a company you want to work with, and then drawing up the paperwork. If you do one and not the other, those benefits I talked about are likely to go right down the drain. Fortunately, if you follow a few simple steps you will come out of a co-marketing deal with success. Continue reading