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:

Dick Baker

Executive Director

The Dale Earnhardt Foundation

As a non-profit executive for over 25 years, Dick Baker is the Executive Director of The Dale Earnhardt Foundation, headquartered in Mooresville, NC. His varied experience in the public, private and non-profit sectors has included serving as development officer for a national fraternity foundation, orchestrating tournaments for the PGA TOUR, chamber of commerce executive, economic developer and a former broadcast journalist. In those capacities he has worked with numerous corporations, including Nike, Wal-Mart, Pepsi, Daimler-Chrysler, Chevrolet, Hershey’s, Anheuser-Busch and others related to sponsorship, cause marketing and philanthropic mission. Baker is a graduate of the Institute for Organization Management at the University of Gerogia. He holds certifications in Fund Raising Management from the Center on Philanthropy at Indiana University and Non-Profit Management from Duke University. He is a member of the Association of Fund Raising Professionals and the Southeastern Council of Foundations.

Harold Samorian

Vice President

Community Health Charities

Harold D. Samorian Jr. Sam has more than 25 years of not for profit experience in the areas of fundraising, volunteer development, corporate development, and donor relations. He currently is responsible for Community Health Charities’ nationwide corporate relationships with companies such as American Express, ADP, JP Morgan Chase and United Airlines. Sam has worked at every level of the donor pyramid. Prior to his current role, Sam worked in a variety of management positions with the American Diabetes Association and American Heart Association. He is also an experienced leader in change management, corporate reorganization and shared services. Sam earned his B.S. in Community Health Education from the University of Wisconsin- La Crosse.

Location/Directions

The Summit will take place at the Hawthorne Inn & Conference Center, which is located off Business 40 near the heart of downtown Winston-Salem. The full address is 420 High Street, Winston-Salem, NC 27101.

Driving Directions

Heading East From Asheville/Statesville
Head East on I-40, then continue East on Business 40 into downtown Winston-Salem. Take the Cherry St. Exit (5-C) onto High St. The front entrance of the hotel is immediately on your right.

Heading West From Raleigh/Greensboro
Take I-40 West, then take Business 40 split (Exit 206) into downtown Winston-Salem. Take the Cherry St. Exit (5-C) onto Cherry St. Turn left at the first traffic light onto 1st St. Turn left at the next traffic light onto Marshall St. Cross over Business 40 and through the next traffic light. As you head downhill, the hotel’s rear parking entrance will be on your right. Turn into the parking lot and drive around the building to the hotel’s front entrance.

Heading South From Wytheville
Head South on Highway 52 to downtown Winston-Salem and take the exit for 3rd, 4th and 5th Street (110A). Turn right at the top of the ramp onto 5th St. Stay on 5th St. through downtown and turn left onto Marshall St. Your landmark for this turn is the Benton Convention Center on your right. Take Marshall St. until it crosses over business 40 and go through the next traffic light. As you head downhill, the hotel’s rear parking entrance will be on your right. Turn into the parking lot and drive around the building to the hotel’s front entrance.

Heading North From Charlotte
From I-85 north take the Highway 52 North exit. Then take the exit for Business 40 West (109B). Take the Cherry St. Exit (5-C) onto Cherry St. Turn left at the first traffic light onto 1st St. Turn left at the next traffic light onto Marshall St. Cross over Business 40 and through the next traffic light. As you head downhill, the hotel’s rear parking entrance will be on your right. Turn into the parking lot and drive around the building to the hotel’s front entrance.

Parking
Parking is free in the Conference Center parking lot.

Register Now

Click on any seminar title or the arrow on the right side to learn more about that seminar

Wednesday, April 09, 2008

Thursday, April 10, 2008