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March 2018

Mohammad Anas Wahaj | 26 mar 2018

Corporates often fund nonprofits to fulfil their commitments and responsibilities to the communities they operate in, and also to enhance their brand value and achieve a positive public relations. But, since the funds are limited and there are number of competiting nonprofits, corporates seek best value and return on their giving and investments. Nonprofits have to find ways to differentiate themselves and give an attractive proposition as part of their corporate fundraising effort whether they are considering cause sponsorship, 'pin-up' or point-of-purchase campaigns, corporate volunteering/employee engagement or cause marketing. Chris Baylis, president and CEO of The Sponsorship Collective in Ottawa (Canada), suggests ways to consider for successful corporate fundraising - (1) Corporate partnerships are not just philanthropy. Think beyond the good cause, clearly define your audience and understand the value of your brand. Determine the interest and buying power of your audience. (2) Use your cause to attract (and define) your audience and your audience to define and attract prospects. Use the cause as a valuable link to connect your audience and prospects. (3) Make your value known to the prospects and list every single asset you have to offer. Estimate the cost of similar exposure and services that prospects can avail elsewhere. Understand the value of your audience. (4) Logo placement, although more visible to the public, is just a small component of cause partnership. Think more of real value and outcomes. (5) Share fulfillment report with your partners and how it is tied to their goals. It explains the value they got in return, satisfies internal decision makers, helps in renewal of contract and build long-term partnerships. Read on...

The NonProfit Times: 5 Realities of Corporate Fundraising
Author: NA


Mohammad Anas Wahaj | 23 mar 2018

Basic principles of business success remains the same, but with time new ideas, concepts and rules become game changers and critical to its success. Inspired by David Politis's book '66 Rules for Publicity Success', Sheryl Conner, entrepreneur, author of 'Beyond PR: Communicate Like A Champ In The Digital Age' and co-creator of Content University, explains how public relations has transformed and brought in new dynamics while some of its concepts remain the same. THE NEW - (1) New publishing platforms give more freedom to publish and provide metrics and analytics about how much interest and engagement the content has created. (2) Know the rules of publishing on varied platforms and understand the difference between owned (company blog), earned (national journals and publications), leased and rented (social media platforms) publishing space. (3) Search results are the greatest ally (and one of the most significant risk). (4) Visual content is becoming increasingly important. Text content with video/audio and compelling images provides effective multimedia experience to the audience. (5) Customer feedback is equal (or more) important to purchases than traditional analyst views. THE USUAL - (1) Press releases are still important. (2) Value add educative information for your audience is more valuable than promotion and hype. According to Conductor.com, a consumer is 131% more likely to purchase from a vendor who publishes an educational article they have read. (3) Meaningful and consistent messaging is vital. (4) Authenticity is more important than ever before. (5) Earned media is important. Remember what others say about your company is more valuable and add to reputation, than what you say yourself. Read on...

Forbes: The New Rules For Public Relations Success
Author: Cheryl Conner


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