What we can learn from non-for-profits

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Not-For-Profit (NFP) organisations are filled with ordinary people who do extraordinary things. Some of them are refugees, others are volunteers who help people to trace their family members split up by war or natural disaster. While other not-for-profits support businesses, environmental groups or sporting bodies to achieve success. They all have their place in our dynamic world.

The main thing NFPs have in common is the capability of making money stretch further than any commercial profit-oriented business. This is achieved by careful budgeting, fundraising, engaging an army of volunteers and utilising the services of university students seeking an internship.

In the past, sponsorships were simply called donations. But times have changed and sponsorships have become a lot more diverse in nature.

There is the dollar-for-dollar matching, which can sometimes be capped at a certain figure, e.g. ANZ matched savings for financial educational program; donation facilitation e.g. the charity collection boxes seen at the point of sale such as Ronald McDonald House Charity or a breast cancer box for coin collection at takeaway venues and restaurants; cause-related marketing in which proceeds from the sale of art union tickets for a brand new car go to Queensland Deaf Society for the education of deaf children, and cause sponsorship. Cause sponsorship involves the sponsor receiving leverageable benefits in return for cash and in-kind goods or services. Australia's Biggest Morning Tea is one such example raising money for cancer research through the sale of products like coffee and tea cups, aprons, tea-towels and more.

Affiliating with a like-minded cause-related organisation paints a community-friendly picture for your company. It also underscores the values your target market upholds, establishes your organisation as a valuable contributor to your community, builds your brand and deepens your consumers' sense of loyalty.


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