We recently attended the second annual thought leaders luncheon for Easter Seals of Southeastern Wisconsin and had the opportunity to hear from Tom Kuntz, former president and CEO of Century 21 and co-author of Community & Business Partnerships. The book outlines a five step process for increasing a company’s revenue through business and community partnerships.
Century 21 has long been a supporter of Easter Seals donating over $100 million to this non-profit organization. Tom mentioned that he felt that Century 21 missed a huge marketing opportunity because they did not promote their involvement with Easter Seals.
Some companies are amazing in their support of non-profits and don’t always share with current and future customers. During his discussion, Kunz shared some amazing statistics from the Cone Trend Tracker Study released in March of this year. The survey explored consumer attitudes about nonprofit/corporate partnerships. The following are some key take-away points:
More than three-quarters (78%) of consumers believe a nonprofit’s partnership with a trusted company or brand makes a cause stand out.
59% of Americans are more likely to buy a product associated with a non-profit/corporate partnership
Consumers are highly attuned to nonprofit-corporate partnerships. As a result, they want to see the complete picture and seek details of partnerships (61%) before deciding to support the cause. Plus they want to see results – 75% want to hear about the effect on the social issue or the money raised for the cause. Fewer than half (45%) think nonprofits and companies disclose enough information about their partnerships.
Traditional media channels still resonate effective for nonprofit organizations to use to reach consumers with a message/call-to-action based on the study. The top nine ways are noted below:
- 81% by word-of-mouth from family or friends
- 80% through traditional media (e.g., newspapers, magazines, television)
- 74% in advertising
- 69% at events
- 66% in the store, on a package or at the register
- 64% through standard mail
- 59% through e-mail
- 49% through social media channels (e.g., Facebook, blogs, YouTube, Twitter)
- 29% on mobile devices (via text messaging)
When planning your community impact programs, are you leveraging your support and sharing what you are doing with customers and prospects? If not, this should be integrated into your strategic planning.
If you are looking for more information on the Tom Kunz book and speech, check out the BizTimes article and video interview.
Susan Schoultz is Client Service Director at Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve2.