In its whitepaper, “Cause Marketing: Beyond Sponsorship and Coupons,” social-enterprise consulting firm Community Wealth Ventures lists seven steps nonprofits need to take to build strategic alliances with their for-profit partners. Following is a synopsis of CWV’s suggestions: 1. Set goals. Know what your goals are. Are you only trying to raise money? Or are you also attempting to raise awareness of your cause; build brand recognition for your nonprofit; develop a campaign that engages people at a grass roots level? 2. Understand your assets and develop a value proposition. Assets can be broken down into three subcategories: things you have (physical assets; location/space; distribution/sales network;

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