CHOOSING A CAUSE
5 Tips On How Best To Align With A Cause
By Tanya Pinto
Consultant
Shakti Consulting
Consultant
Shakti Consulting
I’d sell my soul for a good cause.”
– Hugh Jackman
Has your brand intentionally aligned with a cause?
Or do you choose a range of causes and charities to support on an ad hoc basis?
Or do you let your employees to choose their own cause and you support them with volunteer hours, paid time off and company matching?
There are so many ways that companies can align with causes that create win-win results. There is no one correct way and as charitable giving through online platforms has evolved dramatically and crowdfunding and personal fundraising through social media is now the new norm, there is no “right” way to choose a cause to align with or any rule that says you must only have one cause alignment.
If you feel your organization could do review on how best to choose and align with a cause or causes, then here are some tips on how to create a strong cause affiliation program.
Or do you choose a range of causes and charities to support on an ad hoc basis?
Or do you let your employees to choose their own cause and you support them with volunteer hours, paid time off and company matching?
There are so many ways that companies can align with causes that create win-win results. There is no one correct way and as charitable giving through online platforms has evolved dramatically and crowdfunding and personal fundraising through social media is now the new norm, there is no “right” way to choose a cause to align with or any rule that says you must only have one cause alignment.
If you feel your organization could do review on how best to choose and align with a cause or causes, then here are some tips on how to create a strong cause affiliation program.
5 Tips On How Best To Align With A Cause
1. Start with your core values and beliefs.
From experience, when choosing cause or nonprofit partner relationships, it is first worth starting with your organization’s brand promise and core values statements. Once you have a good handle on organizational beliefs and values it can make choosing the right cause much, much easier. For example, if a company is highly committed to sustainability and recycling then perhaps an environmental cause and charities would further strengthen that commitment.
2. There is no magic number.
|
There are so many worthy causes and nonprofits to choose from. And as the complexity of the world increases, the needs are even greater. For some organizations it might be “brand right” to have one main cause affiliation due to the size, values and resources they have. For a large multinational brand, it might be appropriate to have a multi-tiered strategy and many different causes and partnerships. There is no magic number, however by focusing on the unique needs and position of your organization, there are many different options to do cause alignments so that they create value for everyone involved.
|
For years I have helped organizations engage with nonprofits, and help nonprofits partner with corporate brands. The process I use results in enduring, win-win partnerships.
|
3. Involve everyone.
Very rarely will choosing the right cause partnership work if you don’t allow for a more democratic system of selection. If a CEO chooses a cause – e.g. Cancer, because a family member had cancer, and with very little engagement in the process from employees, then it would be hard to generate the passion and energy needed to get behind the cause. Conversely if everyone is allowed to have their say, pitch for their cause and build teams that really do care about a particular cause, then the results will be much, much greater. People don’t like to be told what to support. It is important to align hearts and minds.
4. Have an intentional timeline.
Cause partnerships don’t have to last forever. A great strategy is to take a cause and have an intentional timeline for support and goals and then make it clear that you might undergo a review process at the end of the timeline, e.g. three years, to also give employees a chance to revote and stay engaged as times change. This helps cause related programs stay fresh and also align with organizational changes in leadership and commitments.
5. Develop a partnership agreement.
Don’t just write a check. It is important that if you want to cultivate a greater relationship with a specific nonprofit as an organization, not just a private donor, that you have a relationship agreement, contract or grant agreement in place to align expectations, timelines and involvement. This agreement can cover everything from when donations are disbursed, how they must be used (e.g. restricted funding for specific needs) and also the level or reporting and evidence you would like as part of the funds your organization has given (e.g. annual or quarterly reports). The agreement can go further to cover social media exposure, event sponsorships and joint press releases and should be tailored carefully and treated as a mutually beneficial tool and carried out in a respectful way for all parties involved.
And...
Cause alignments can also invite controversy or backlash. Make sure have a thorough vetting process for all potential partners and review 990 forms and ask for references from other partners as well. Also have a process for cutting off funding or agreements in case of any potential controversy or mismanagement. Better safe than sorry, even when trying to do good.
I firmly believe that any man’s finest hour, the greatest fulfillment of all that he holds dear, is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle.”
― Vince Lombardi
I have helped to broker partnerships between corporate brands and causes/nonprofits through helping with strategic positioning, cause/nonprofit searches and RFP development and then activation plans, and I would love to help you assess if it is time for your organization to create win-win cause partnerships and engagement strategies so you can have greater impact and results.
|
Find out what happened when I helped one of the largest brands in the world find a cause that was right under their nose!
|
