A new kind of speed: From zero to favorability in under 40 strategies

Zenvo

The Zenvo ST1 is among the fastest cars in the world and can go from zero to 60 miles per hour in under three seconds. Among the slowest is the MIA Electric, reaching 60 miles per hour in a blistering 30 seconds. The poorly named Peel P50—because there’s no chance of ever peeling your tires due to excessive speed—can’t even reach 60 miles per hour.

While the idea of any kind of speed—car or otherwise—is thrilling in today’s fast-paced world, what really gets Joe Waters’ heart pounding is far more enduring than five to 30 seconds. Waters’ finish line is favorability. He can go from zero to favorability in under 40 strategies. In fact, if you choose only one of his cause marketing strategies from his latest book, Fundraising with Businesses, you’ll engage your business partner and nonprofit community more meaningfully and productively than you ever might have just holding out your hand.

Peel P50

Nonprofits must embrace the fact that companies are beginning to part ways with traditional philanthropy and gravitating toward opportunities where they can blend profit with purpose. Rather than simply writing a check, companies want to embed their giving into the purchasing experience through programs like point-of-sale that include donation boxes, register fundraisers, pinups and round-up fundraisers.  “Smart businesses of all sizes are listening to consumers. Their reward is a competitive edge that goes beyond product and price. Although most forms of marketing are about visibility, cause marketing generates favorability,” says Waters.

Why is favorability such a worthy goal? Because it transcends the awareness that most traditional marketing efforts accomplish. When a community favors you and your corporate partner as a result of cause marketing, people act on that favoritism in a variety of ways to support you.

We interviewed Joe Waters live via webcast earlier this year, and I wanted to share one of the sound bites with you. In this clip below, he provides listeners with the best way to approach businesses about a partnership.

Clip: Joe Waters’ Advice on the Best Way to Approach Bus

Fundraising with Businesses provides case stories, essential mechanics, helpful reminders and online examples to help you spot adaptable ideas you can customize for your organization. What’s more, the book’s final chapter shares seven steps for success to spur you into action when you close the cover.

Nonprofits willing to get creative and identify businesses that want to engage their employees and customers in doing good have much more to gain than charities that look at a list of companies for a check. Happy listening and may you reach favorability with great speed.

See also:

Cause Marketing for Nonprofits

Breakthrough Nonprofit Branding

Marketing Series I: Building a Persuasive Case, Seven Transformative Branding Principles, Multi-faceted Strategies and Bonding with Brands for Life

Image credits: ca.autoblog.com, peel.com

 

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