As attention is focused on cause marketing, sponsorship and other ties between business and worthy not-for-profit organizations during Breast Cancer Awareness Month, IEG shares new developments and trends, as well as offers expert analysis of some recent campaigns.
Stacey Goldberg, IEG Consulting senior director, client leadership, discusses the new trend of Meaningful Marketing and the fundamental changes it will require of corporate/nonprofit partnerships.
Cultural Institution Partnerships: Do Labels Matter?
Do you ever play the “if you were a celebrity, who would you want to be your first big sponsor?” game? (It’s kind of like the “who would you want to play you in a movie about your life?” game.) My answer to the former is Sharpie markers. It is incredibly satisfying to draw a crisp, bright line to separate concepts. Boxes? Even better. more
Five Ways Causes Can Compete in a Digital-First Environment
Last week, YouTube personality and author Hannah Hart launched a new 10-video series sponsored by Subaru. This series is tied to Have a Hart Day (HAHD), a volunteer movement started by the star to bring her motto—“Practice Reckless Optimism”—to life through the good deeds of her subscribers and fans. While Hannah Hart’s original content is largely food-related, she also regularly brings in issue- and cause-related content, ranging from gender and LGBT rights to mental health to animal welfare. more
Italian Cultural Partnerships Bear Watching
As oil is the Middle East’s natural resource, culture is Italy’s. The country is home to more UNESCO World Heritage sites, museums and archeological sites than any other in the world. more
Getting Meaningful Marketing Right
In the new strategy paper from IEG Consulting, we make the case for a new and important trend impacting the relationship between nonprofits and their corporate partners. more
Komen Controversy's Lessons For Sponsors
Having enjoyed many years of a productive partnership with Susan G. Komen for the Cure, the organization’s corporate partners are no doubt feeling blindsided by this week’s firestorm over SGK’s decision to no longer provide funding to Planned Parenthood. more