Center For NonProfit Success

Cause marketing: building profitable relationships with corporate partners

Cause marketing is defined as a corporate/nonprofit partnership that aligns the power of a company's brand, marketing and people with a nonprofit's cause, brand and assets. Companies spend well over $1.4 billion annually on cause marketing, and it provides over $4 billion of support for charitable causes. This seminar will show you how to take advantage of this growing form of corporate support, and turn your nonprofit into a synonym for a particular cause.

This session is intended as a follow-on to the corporate sponsorship seminar, and will cover the following topics:

Cause marketing 101: understand the differences between corporate sponsorship and cause related marketing
Packaging your assets: analyze what you have and what you need to make your organization attractive to corporate partners
Researching potential partners: establish a strategic fit between your organization's mission and the mission of your corporate partner
Managing the partnership: know the core elements of a cause marketing management plan
Evaluating the partnership: set outcomes so that you and your corporate partner both benefit from the arrangement

Seminar attendees will come away with focused and creative strategies to capture a corporation's imagination while ensuring that their own organizations get much needed corporate support.

Speakers for this session:

Brooks Kenny

President

Promoting Public Causes, Inc.

Brooks has implemented cause marketing programs for such companies as Fannie Mae and Wyeth as well as developed communications and branding approaches for nonprofit organizations such as Capital Hospice, the National Family Caregivers Association, the National Association of Child Care Resource and Referral Agencies, the Washington Hospital Center, and more. These cause marketing programs establish partnerships between companies and nonprofit organizations in which each partner seeks to achieve their respective objectives from increasing sales to raising funds for a cause. Brooks graduated from the University of Maryland and received her Masters in Public Health from The George Washington University.

Mikel Smith Koon Koon

President

Mosaik Strategies, LLC.

Mikel founded Mosaik Strategies in May 2002 after working in corporate marketing for almost 18 years. In her current position, she helps corporations and nonprofit organizations form mutually beneficial relationships that advance their respective goals. As a former marketing professional for Intel Corporation, Mikel developed diversity and community outreach programs that helped lead to several honors for the company, including recognition as one of Fortune Magazine`s 50 Best Companies for Minorities in 2002 and Hispanic Magazine`s 2002 Corporate 100. Mikel is a member of the Association of Fundraising Professionals and the American Society of Association Executives. She holds an MBA from the Darla Moore School of Business, University of South Carolina and a Bachelor of Arts in Broadcast Communications from Hofstra University in New York.

Tangie Newborn

Executive Director and CEO

Alliance for Nonprofit Management

A long-time member of the American Society of Association Executives, Tangie is an appointed member of its CEO Advisory Council, chair of the ASAE Diversity Committee, and an ASAE Center U Faculty member. With more than 25 years of nonprofit management experience, Tangie`s backgound includes a blend of experience in executive management, fundraising, training and conference management. She has been instrumental in helping organization`s diversify their revenue through coporate partners relationships. Tangie has raised over $1 million through cause marketing efforts with companies such as Toyota USA, Cox, CNN, GMAC and more. In addition to serving as a nonprofit leader, Tangie also serves as a consultant, author, speaker, and executive coach. She has been featured in publications such as Executive Update, Associations Now, Chronicle of Philanthropy and the Wall Street Journal.

Location/Directions

The Summit will be taking place at Catholic University which is 3 miles north of downtown DC, and close to all forms of public transportation. The full address is:
Catholic University of America (CUA)
Edward J. Pryzbyla Center, Room 322
620 Michigan Ave NE
Washington, DC 20064

Public Transportation
CUA is located on the Metro Red Line at the Brookland/CUA stop. Exit left out of the turnstile and the CUA campus is at the top of the Metro escalator. You will cross John McCormack Rd. Continue up the sidewalk between Gowan and Pangborn Halls. Turn south at the Crough Center. The Pryzbyla Center is directly behind the Crough Center.

Directions by car

From the West, I-66:
I-66 from Virginia empties onto Constitution Avenue. Continue east on Constitution Avenue and turn left on 6th Street, NW. Turn right on E Street, NW. Turn left on North Capitol Street. Drive approximately 2 miles and turn right on Michigan Avenue, NE. You will soon see the dome of the Shrine on your left marking a university entrance at 4th Street, NE.

From the South, I-95:
When I-95 intersects the Capital Beltway in Springfield, Virginia, follow I-395 North. After crossing the Potomac River, take the "Route 1 North" exit. The road becomes 14th Street, NW. Turn right on Constitution Avenue. Turn left on 6th Street, NW. Turn right on E Street, NW. Turn left on North Capitol Street. Drive approximately 2 miles and turn right on Michigan Avenue, NE. You will soon see the dome of the Shrine on your left marking a university entrance at 4th Street, NE.

From the East, Route 50:
Take Route 50 West (becomes New York Avenue) and exit on South Dakota Avenue. After approximately 1.3 miles, turn left onto Monroe Street. Follow Monroe Street until it merges with Michigan Avenue. You will see the dome of the Shrine on your right marking a university entrance at 4th Street, NE.

From the Northwest, I-70 to I-270:
From Frederick, Maryland, take Exit 53, I-270 South to Washington. I-270 divides. Take the 495 East, Silver Spring/College Park exit (two left lanes). You will eventually feed onto the beltway, I-495. Continue on I-495 and take Exit 22 B, the Baltimore/Washington Parkway. Continue traveling south on the Parkway and exit at Route 50 West. Take the South Dakota Avenue exit. After approximately 1.3 miles, turn left onto Monroe Street. At Michigan Avenue, Monroe Street ends. Bear left and you will see the dome of the Shrine on your right marking a university entrance at 4th Street, NE.

From the North, I-95 to I-495:
Follow I-95/I-495 South to Exit 22B, the Baltimore/Washington Parkway. Continue traveling south on the Parkway and exit at Route 50 West. Take the South Dakota Avenue exit. After approximately 1.3 miles, turn left onto Monroe Street. Monroe Street ends at Michigan Avenue, NE. Bear left and you will see the dome of the Shrine on your right marking a university entrance at 4th Street, NE.

Parking at Catholic University
Parking for the Pryzbyla Center is available in the nearby McMahon Parking lot. Passes for this parking lot can be purchased in the Pryzbyla Center at $7/day/vehicle.

Register Now

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Tuesday, May 13, 2008

Wednesday, May 14, 2008