In 2011, almost one quarter of consumers switched from their usual product or service to another because of its support of a cause or charity. This makes it a very good time for charities to be pitching to corporates to form partnerships.

Hailey Cavill, an expert in establishing corporate-cause partnerships said “All charities can benefit from corporate partnerships. They provide income for the charity, positive profile and access to important contacts.”

“The challenge for state-based charities is that the majority of corporates prefer a national charity,” Ms Cavill said. “For this reason, it is important for the CEO to be involved to prove the strength and capability of the organisation, regardless of size.”

“For small charities it is up to the CEO to go out and pitch to the partner,” Ms Cavill said. “For larger charities however the CEO should ensure the appropriate staff are trained, supported and have realistic goals and deadlines for securing a corporate partnership. And when the CEO is involved, the partnership often takes less time and a greater financial amount is secured as the CEO’s involvement sets a higher level of importance for the arrangement.”

You can hear Hailey Cavill speak at a Market Savvy event on 5 March 2012 at Victoria Park. This event is exclusively for not for profit CEOs and is designed to help them decide if corporate community partnerships are right for their organisation and what they need to do to support and empower their staff towards success.

This event is being posted and subsidised by Market Savvy. Tickets are only $70 each (ex GST) and include lunch and parking. For more information about this event, or for a registration form, go to http://www.marketsavvycommunity.com.au/events.

Kind regards
Megan Walker