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More and more corporations want to contribute to the greater good and see both the need for the community and the potential value to their shareholders. How can nonprofits harness the goodwill and financial power of for-profit organization for their causes?
Nancy Lee, president of the consulting firm Social Marketing Services, shares the lessons of 20 years of experience building nonprofit-corporate partnerships that serve both the community and the company. At the 2006 Nonprofit Institute, an event convened by the Center for Social Innovation's publication, Stanford Social Innovation Review, she offers nonprofit executives advice about the best ways to engage the corporate world in joint campaigns that will enhance their mission delivery.
Corporations are looking for natural connections with their core values and products and are more likely to take on a cause that their target audience really cares about. They want measurable results, strong credible partners, and causes the public can easily and credibly identify them with.
Lee identifies and illustrates with numerous examples six ways corporations can get involved with the community:
Lee offers 10 recommendations for nonprofits to design partnerships that will deliver the maximum good for the company as well as for the cause. She urges nonprofit executives to identify companies with natural connections to the cause they want to promote, to learn about their needs, approach them as they would customers, present them with a product idea that meets their needs as well as to include them in the design of the partnership.
Nancy Lee has more than 20 years of professional marketing experience, with special expertise in Social Marketing, Strategic Marketing Planning, Marketing Research and Marketing Communications. She received her Masters Degree in Business with a major in marketing from the University of Puget Sound and her Bachelor of Science in Education from the University of Illinois. She is an adjunct faculty member, teaching social marketing and marketing planning at the University of Puget Sound, Seattle University and the University of Washington. Nancy has held numerous corporate marketing positions including Vice President and Director of Marketing for Rainier Bank and Director of Marketing for Children’s Hospital and Regional Medical Center in Seattle.
As President of Social Marketing Services, Inc. since 1993, Nancy has consulted with more than 100 non-profit organizations and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. Clients in the public sector include Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, the City of Seattle and Office of Superintendent of Public Instruction.
Nancy has conducted social marketing workshops for more than 300 public sector employees involved in developing public behavior change campaigns in the areas of health, safety and the environment. She has been a keynote speaker on social marketing at conferences for Family Planning, Nutrition, Recycling, Teen Pregnancy Prevention, Commute Trip Reduction, Household Hazardous Waste, Washington Food Service Association, and Tobacco Prevention and Control.
Nancy is active in the American Marketing Association, having served as President of the state’s largest chapter and a board member for more than 15 years. She has just co-authored a new book SOCIAL MARKETING: Improving the Quality of Life with Philip Kotler (SAGE PUBLISHING 2002) and is currently working on a second book with Philip Kotler CORPORATE SOCIAL INITIATIVES: Best Practices for Doing the Most Good, scheduled to be published in 2004.
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