You Can Save the Corporations

Are you looking for sponsorship for that next event?

How altruistic of you!


YOU COULD BE SAVING THEIR BRAND. Seriously. You have no idea.

According to Edelman’s GoodPurpose study of 2013, consumers will punish a brand that does not actively support a good cause.


Here’s how partnering with a nonprofit can save a corporation:

A company that does not actively support a good cause, according to Edelman, will attract fewer employees.

  • 48% of those surveyed said they would not want to work for a brand that did not support a good cause. That’s an increase of 11% from 2010.
  • 44% of people would criticize a brand to others that did not actively support a good cause, AND
  • 44% would refuse to buy their products or services, up 11% from 2010.

The writing is on the wall for any smart company. Partner or perish!

Consumers are much more savvy these days. They don’t want to give their money to big corporate conglomerates that hurt the earth.

They want to give their money to businesses that make a difference. It may be a cliche, but it’s true. Grocery Co-ops and credit unions are showing record growth. People are doing their homework and not buying Kashi cereal, for example, because it’s made by Kellogg.

Want a big list of which big conglomerates own which organic food companies? Yes? OK!

Organic brands owned by conglomerates

Click on the link below to get the one page pdf

organic-companies-owned-by-conglomerates to print and bring with you on your way to the grocery store.

By aligning themselves with your nonprofit, corporations show that people have more of a reason to buy from them. But it doesn’t stop there.

Consumers want to see the corporation is committed to giving back consistently. That means, well, to start, they should sponsor you every year, but also, why not think about a cause marketing partnership? Or a person from their company on your board? Or a bunch of their volunteers coming and helping you do things related to your mission? All of these things can lead to money for you too. And a better, longer term relationship.

That’s why companies should be falling over themselves to give to you.

But maybe they’re not quite on the same page as you.

So here’s something from Fast Company to put in your next sponsorship letter:

“A feel-good brand won’t gain much respect (or sales) from consumers these days if it’s owned by a not-so-feel-good corporate parent. That’s the message from a new survey showing that consumers are no longer easily fooled by complex corporate structures; they’re increasingly doing detective work to discover the real companies behind their products.

The survey, conducted by Weber Shandwick and KRC Research, spans four countries (China, Brazil, U.S., U.K.), 1,375 consumers, and 575 senior executives from major corporations. The survey found that 70% of respondents said that they stay away from a product if they don’t like the parent company, 67% check product labels to find the parent company, and 56% would think twice about buying a product if they couldn’t find information about the corporation behind it. In the U.S., one out of six consumers will stop buying a product altogether if they discover that they don’t like the parent company.” Read More

Need more proof that businesses need to partner with nonprofits to get ahead?

“Business isn’t as profitable as betterness” Excerpt from Umair Haque

The Brands that Survive will be the Brands That Make Life Better

Use this in your next sponsorship proposal or letter. Show the corporations that YOU are there to help THEM succeed. Reframe the conversation.

Want more sponsorship wisdom? I’ve got a whole course on Getting a Bigger Sponsorship. It includes two recorded webinars, worksheets and more!

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