Are you missing out? One of the most underutilised B2B brand secrets
Having spent over 20 years in the media industry (and the latter part of my career creating partnerships for some of the world's biggest brands), I know all too well the power of insight, influence, and storytelling.
Today I want to tell you about one of the most underutilised secrets in B2B marketing. So underutilised, I decided to build a business dedicated to it - non-profit partnerships.
Firstly, it's important to point out that I am not talking about charitable giving. I'm talking about strategic collaboration. My advice is this - start with what you would like to gain, rather than what you can give. Sounds harsh, so let me explain:
How can your non-profit partner educate you? You need to know your target audience and connect, but what stands you apart is insight. We’re not talking general demographics, but deep insight into attitudes and behaviours - a nugget of truth no one else is using. This insight will give you the upper edge - allow you to appeal to their needs and improve their lives. I am regularly blown away by the specialist expertise non-profits come with. Sure there are tools or agencies who can help, but there is nothing like fresh insight from unexpected places to give your business the edge.
How can your non-profit partner help you connect and influence? - In my Marcom days, we often partnered with media owner’s brands to help our clients connect with their target customers. Much the same is true for non-profit’s. While many mega charity brands fiercely protect their networks (or expect a healthy sum), there are plenty of lesser-known non-profits who are more open. It's worth mentioning that lesser-known does not mean small - to give you a flavour, some have social feeds that would make you drool. Like United Response, we’re talking 10’s of thousands of Twitter followers and they are educating, campaigning for change, and influencing government, policies, and practice.
How can your non-profit partner help you tell your brand story? We connect emotionally, then justify rationally. And, if your customers love your brand, they are more likely to pay more for your products and services. So telling a good brand story is vital. This is where a non-profit can help. Many get staggering traction on their stories. SharedLives is a perfect example, with ITV and C4 creating stories around their approach and their social posts clocking up 10’s millions of views. That's because it's relevant, pioneering, and connects emotionally. A lot can be learned from that.
At Cause for Change, we champion specialist non-profits with the stories and influence to elevate your brand. If you are interested in what they could do for your business, we’d love to hear from you.