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With trust in businesses at an all time low, consumers want a brand that is in touch with the things that are important to them. A tie-up can offer this and provide significant benefits to both sides. So how do you choose a partner and what is important to make it work? In our experience, taking a long term view on a charity partner is a much better strategy than a short-term campaign-related tie in. You should look for a cause that you believe in, but also one that is relevant to your customers. Our client, Designed to Care, has an association with Age Concern and donates 5% of all sales to the charity. The partnership strikes a chord with the business’s customers, who tend to be the children of elderly parents: it allows them to feel that their purchase has made a difference to a section of the population they have strong empathy with. Getting everybody together early on will make the relationship an open one and will help ensure the objectives of both sides are clearly understood. These would normally be: o Ensuring customers and staff feel the partnership is relevant o Selling more of your product or service Once the deal is agreed, you should integrate the partnership across as many areas of your business and your marketing as possible. There is no need to be bashful about leveraging the relationship. A word of caution: charities are getting more aware of the value of their own brands and are becoming more discerning about the terms of their associations. Don’t be surprised to be asked to jump through several hoops before a tie-in is agreed, particularly if you choose a large charity. Also, allow plenty of time for marketing materials to be signed off. Good Luck!  | ||||||||||||||||||||||
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