Best Non-Profit Marketing: Partnering with For-Profit Businesses

As companies and associations search for best non-profit marketing avenues and ways to drive revenue streams and best serve members, partnerships with for-profit businesses may be the answer.

Through research and strategic planning you can find the most relevant partners that will deliver maximum benefits while keep your non-profit’s mission intact.

Boosting ROI, Furthering Your Mission

Partnering with a for-profit company can reinforce your bottomline and credibility by linking your company or association to a reputable resource. A partnership can open the door to new markets, extends your non-profit marketing reach and visibility, and can ultimately save funds if the for-profit partner is paying the co-promotion costs.

Further, you can collaborate on creative ideas and opportunities to co-market their products or services with your brand to increase net marketing ROI. And by bringing these services/discounts through your brand you are engaging customers and members on a beneficial, personal level. The more value you provide the stronger the loyalty and the stronger your organization will be.

Adding Revenue Streams

A for-profit partner can open a variety of non-dues revenue generating possibilities. Here are some possible ways to put the partnership to work:

• Marketing: Allowing for-profit partners to advertise on your existing advertising vehicles can leverage existing marketing assets into expanding revenue streams.
• Sponsorships: Co-branding opportunities on websites, job boards, career centers, social media campaigns and more are part of a growing list of options to explore.
• Buyer’s Guides and Member-Only Discounts: When a for-profit partner advertises in your buyer’s guide and/or offers special member-only discounts it creates a win-win result by driving your revenue while simultaneously delivering value-added benefits.

Pay Attention to Tax Considerations

If your organization is under tax-exempt status make sure you do your homework on the taxation front before partnering because your co-marketing efforts with for-profit partners may impact tax status.

While generally an your tax exemption will not be jeopardized if you continue to devote the principal share of time, expense and other resources to stated tax-exempt purposes, your legal counsel should clarify possible tax implications prior to entering into an agreement.

The Benefits

For-profit partnerships can generate new sources of revenue and create better ways to serve your organization’s purpose through mutually beneficial strategies.