Center For NonProfit Success

Cause marketing: building profitable relationships with corporate partners

Cause-marketing is defined as a corporate/not-for-profit partnership that aligns the power of a company’s brand, marketing and people with a charity’s cause, brand and assets.

Companies spend well over $1.4 billion each year on cause-marketing, which in turn provides more than $4 billion worth of support for charitable causes. This seminar will show you how to take advantage of this growing form of corporate support, and turn the name of your not-for-profit organisation 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: understand the differences between corporate sponsorship and cause-related marketing
Packaging your assets: analyse what you have and what you need to make your organisation attractive to corporate partners
Researching potential partners: establish a fit between your organisation’s mission and that 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, ensuring that their own organisations get much needed corporate support.

Speakers for this session:

David Poppitt

MSc MInstF

Income Generation Consultancy

Following a career in Medical Research, David Poppitt became the Appeals Director at Manchester`s Christie Hospital. He built a team of 15 responsible for an income of £3million per annum including successful cause related marketing deals with the BBC, sports companies, retail and brewing companies. He then moved to his old School, Bolton School as Development Director for five years. He was responsible for both alumni and income generation and particularly successful in developing partnerships with local businesses utilising recognition of cause related aspects with Warburtons, WM Hare and Bolton Wanderers.. As a consultant specialising in all aspects of income generation in both health and education sectors. Mr. Poppitt has successfully worked with over 50 organisations in this capacity and is an on-line tutor for FundraisingSkills Ltd, an internet based orgnaisation offering modular accredited courses in fundraising.

Location/Directions

The Summit will be taking place at Leeds Town Hall which is conveniently located in the centre of Leeds, next to Leeds Central Library and Leeds City Art Gallery and close to all forms of public transportation. The full address is:
Leeds Town Hall

The Headrow, Leeds, LS1 3AD

Public Transportation

From the train station the venue is only a 5 minute walk. Proceed into City Square

(with the Queens Hotel behind) and onto Park Row. Continue up Park Row until the first

major junction. For Leeds Town Hall turn left onto The Headrow and continue for approximately 200 metres, the venue can be found opposite on the right hand side of the road.

Directions by car

From Liverpool, Merseyside along the M6

Take the M62 and leave at junction 27 to exit onto M621 toward Leeds. At the roundabout, take the 1st exit onto A643 heading to Wetherby/A58/Harrogate/A61/York/A64. Continue on A58 then turn to continue on A58(M) . Take the exit toward Burley/Kirkstall, Slight left at A58/West St and continue to follow A58. Continue on Westgate, make a left turn at Oxford Pl then a right turn at Great George St. Follow 115 feet until you see the Leeds Town Hall

From Newcastle upon Tyne

Take the A167(M) and continue on A1(M). Leave at junction 45 to take the A64 exit to York/Leeds (North). At the roundabout, take the 5th exit onto A64 heading to Leeds. At the next roundabout, take the 1st exit onto A6120/Ring Road Bramley. At Seacroft, take the 3rd exit onto A64/Barwick Rd and continue to follow A64. Continue on A58(M) then take the exit toward Leeds/Halifax/Bradford/Huddersfield/M621/M1/M62/A58/A647/A62. Merge onto A58/Park Ln and continue to follow Park Ln. Continue on Westgate, make a left turn at Oxford Pl then a right turn at Great George St. Follow 115 feet until you see the Leeds Town Hall

From Birmingham

Take the M6 and leave at junction 4a to stay on M6. Take the exit onto M42 toward M1/Tamworth and leave at junction 9 to stay on M42 and continue on A42. Take the exit on the right onto M1 toward Nottingham (N) then make a slight right at M621 and leave at junction 3, exit to A653/Dewsbury Rd and continue to follow A653. Continue on Neville St then make a slight left at Bishopgate St. Then a slight left at Wellington St and a slight right at Quebec St. Turn right at E Parade then turn left at The Headrow, Turn right at Park Square E and continue on Oxford Pl then a right turn at Great George St. Follow 115 feet until you see the Leeds Town Hall

From Grimsby

Take the A16/Peaks Pkwy and take the 1st exit onto A180/Westgate and continue to follow A180 then follow M180. Continue to the roundabout, take the 3rd exit onto the M18 ramp and leave at junction 7 to exit onto M62 toward A1/Leeds. Then leave at junction 29 to exit to M621 continue through the roundabout to stay on M621. Leave at junction 3 to exit toward Holbeck and merge onto A653/Dewsbury Rd. Continue on Neville St then make a slight left at Bishopgate St. Then a slight left at Wellington St and a slight right at Quebec St. Turn right at E Parade then turn left at The Headrow, Turn right at Park Square E and continue on Oxford Pl then a right turn at Great George St. Follow 115 feet until you see the Leeds Town Hall

Parking for the Leeds Town Hall

The nearest car park to the Town Hall is the 24 hour secure car park in The Light accessible via Great George Street. We advise patrons traveling by car to leave as much time as possible for parking.

Hotel Accommodations

Most hotels near the Summit venue are within the £55.00 - £93.00 per night range. The following hotels are within the City Centre of Leeds.

1. Quebecs, The Leeds Boutique Hotel BOOK NOW

2. Jurys Inn Leeds BOOK NOW

3. Park Plaza Leeds BOOK NOW

4. Ramada Leeds North BOOK NOW

5. The Queens Hotel a Q Hotel BOOK NOW

Register Now

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Tuesday, September 23, 2008