Partnering for a Cause
4. Exclusivity. Offering corporate partners in a particular industry allegiance is very appealing. Landwirth says many of GKTW's corporate partners are so proud of the relationship they have with the organization that they like to be able to say they are the only one in their industry that supports it.
5. Building bridges to other for-profits. Or connecting the dots, as Landwirth says. GKTW has corporate partners ranging from Coca-Cola and Disney to Hasbro and Procter & Gamble, and it brings all of these companies together for a meeting once a year.
"We bring all of the marketing folks from all of the major corporations together for no other reason than to network with one another," she says.
One of the key things charities offer corporations that align with them is a ripple effect. GKTW just celebrated its 20th anniversary and in 20 years, Landwirth says, has helped 75,000 families. Multiply that by an average of five people in each family and then take into account friends, extended family, neighbors, etc., and what you have is a tremendous number of people whose lives have been touched by the work of the organization.
GKTW keeps in touch with these families through newsletters, mailings and e-mails in which it talks about the corporations that support it. This is a great selling point.
"Companies can stand up and tell their story about all the good they do, but it needs to be that third party that says,'Look what Hasbro's done for us,'" Landwirth says.
Nonprofit organizations also could do well to learn a thing or two about the business practices of their for-profit partners. Landwirth says one of the keys to GKTW's success is that it is a nonprofit organization with a huge heart and passion that's also run like a business.