For all of #GivingTuesday’s success, it’s lagged in one key area: corporate partnerships. Nonprofits have used #GivingTuesday to leverage and deepen their relationships with individuals. This is no small feat, but now nonprofits need to do the same with companies, as adding cause marketing campaigns will unlock even more individual gifts.
One reason nonprofits haven’t tackled corporate partnerships for #GivingTuesday is that no one has showed them how to do it!
Home furnishing retailer West Elm celebrated #GivingTuesday for the first time last year by partnering with the ASPCA, the Human Rights Campaign, St. Jude Children’s Research Hospital and Nepal Earthquake Relief to design a special ‘Gifts that Give Back’ collection. On #GivingTuesday, for the profits made through each specialty holiday gift collection, West Elm donated 100% of the profits to the respective nonprofit.
For Momentum, a leading social impact agency that specializes in win-win corporate partnerships, is aiming to change that with a new #GivingTuesday guide on partner activations and a planner to help map out your next successful partnership.
The guide includes:
Useful research to share with corporate partners on why they should participate in #GivingTuesday.
An example of a partnership that even impressed the pros at For Momentum.
Tips to maximize the #GivingTuesday opportunity to leverage and deepen engagement with employees and consumers in an authentic, brand-centric way.
Finally, be sure to review For Momentum’s last strategy in the e-book, which encourages you to use November 27th as a springboard into a longer campaign that will extend fundraising through the lucrative holiday season.
The Cooperative Bank of Cape Cod hosted their #GivingTuesday ‘Restock the Shelves Food Drive’ in all nine of its branches. From November 1 to 27, the bank collected unexpired, nonperishable food items and monetary donations to benefit local food pantries. On #GivingTuesday, employee volunteers traveled to the various pantries to deliver food, help restock the shelves, and serve Cape Codders visiting the pantry.
In addition to the #GivingTuesday guide, For Momentum has provided an easy-to-use planner, which will help you track goals, metrics and assets.
The real strength of the planner is how it gets your nonprofit thinking about the communications plan for your partnership. This part is too frequently ignored by nonprofits, but, thankfully not by the team at For Momentum.
Tadlock Roofing partnered with Boys Town, a national nonprofit that supports children, families and communities on #GivingTuesday. Not only did Tadlock Roofing offer to match donations to Boys Town up to $10,000, the president of Tadlock agreed to jump out of a plane if they met their goal. Sure enough, he was captured jumping out of a plane to show that the sky’s the limit to give back.
The #GivingTuesday communications plan is broken down by internal and external audiences, nonprofit and for-profit responsibilities, and covers all areas of the PESO media model: paid, earned, social and owned.
#GivingTuesday is just seven weeks away. But with the right tools it’s not too late to make the day an even bigger success with corporate partnerships!
This post is sponsored by For Momentum. For Momentum is a leading social impact agency that specializes in strategic cause alliances. Learn more about For Momentum here.