The NonProfit Times - March 1, 2009 - (Page 10) NPT SPECIAL REPORT Continued from page 1 ners, like Mars and General Mills. One of the channels Komen wants to focus on is consumer packaged goods, where White said the organization has almost doubled the presence and revenue in the past three years. “Seeing the success of those partnerships and seeing the ability that cause marketing really gives them to differentiate their product at that critical point of purchase has encouraged us to look outward toward growing that category,” she said. Consumers can support the organization by purchasing products they need, especially since they might not be able to write out a check. White also explained that companies and nonprofit partnerships should go beyond packaging to develop a more holistic partnership. Komen’s partner Yoplait doesn’t just stick to lids. Yoplait has been the National Presenting Sponsor of the Susan G. Komen Race for the Cure Series since 2001 and has honored individuals who fight breast cancer for over four years, which makes Yoplait more visible in the breast cancer fight movement. White said Komen supporters appreciate the company’s engagement and commitment over the years. “What we see is that when partners do more than just stick a pink ribbon on their package, they have success. I think because consumers are savvy, they see through that whole pink ribbon trick,” said White. Komen even offers a “Five Questions to Ask” section on its site, which details what cause-marketing programs are and for what consumers should look. White explained that consumers want authentic programs and look for companies to have a larger presence at events and in awareness. “I don’t think we are consumers anymore. I think we have to talk to citizens. Then we have to partner with citizens,” said Cone.“I don’t think it’s going to be a trend – I think it’s going to be a way of life.” She said that companies would continue to adopt causes to engage consumers and their own employees, but would have to delve deeper into the issues if they want to gain traction. “The data says something is happening.What it’s saying is it’s becoming much more sophisticated, much more cluttered and we have to go to the next level. The next level is about deeper engagement, two-way communication,” she said. She explained that authenticity will rule most cause marketing campaigns and that nonprofits should look for relationships with corporations. “It’s not a hand, it’s a handshake,” she said. Cone encouraged nonprofits to question their missions and analyze “what do we do better than anyone else,” and focus on those programs. “And in these really trying times, that’s what nonprofits have to do.The first thing they have to do is have the crispest mission.You can’t be all things to all people,” said Cone. By defining internally a program and mission focus, nonprofits can explain then approach corporate partners that would enhance that mission. “We understand that the strongest thing that we have is our brand and our reputation. So we ensure that the companies that we go into partnerships with also have a strong brand and reputation because we don’t want to be associated with companies that don’t,” said ALSAC’s McKee.“Many companies and individuals write to us wanting to partner with us because our brand is so strong. But, we take great care in who we partner with; we turn away companies or individuals if we feel they are motivated more by their own self-interest than their desire to help the children of St. Jude. The companies that work with us really are in it for the right reasons – to help the kids.” Nonprofits can also pinpoint winning corporate partners by having a strong grasp on their own demographics. Komen’s mission is centered on breast cancer awareness and research and looks for partners that can speak to the organization’s mostly female demographic.“At the end of the day,that’s what it comes down to – picking the right cause that aligns very organically with your brand,” said White.“When we as marketers have to connect the dots for the consumer, it’s not going to work. It might work a little but it’s not going to work as well as it could.” Scofield said that nonprofits should listen to their corporate partners and understand their business objectives.“I think sometimes nonprofits can get so focused on what we’re asking for that we don’t ask questions and learn about our partner and really try to develop a collaborative process,” he said. A company might create a more sustainable relationship if the nonprofit engages in their business strategies,even though an organization’s mission should never be compromised within a partnership. Cone recommended large and small nonprofits create their brand and “live it and breathe it” and “deeply embed the brand in everything the nonprofit does from the inside to the outside.” NPT MONEY Continued from page 6 said. “This time what’s happening is, although money is out there, it just sits because the banks are not lending,” Adams said, creating enormous potential for future inflation. There should be gradual increases in the money supply over time, Adams said, because the economy grows bigger, with more people and more goods and services. “You expect to see steady growth,”she said. A bank must hold only a small percentage of its deposits, loaning the rest over and over again. “The original infusion of base money is multiplied several times, this time it’s just not happening,” Adams said, with banks “either building up capital or using it to purchase other institutions.” Excess reserves that normally run between $1 billion and $2 billion recently were near $500 billion, said Rudy Penner, Institute Fellow at The Urban Institute in Washington, D.C. The process multiplies until the amount of M1 and M2 created is several times the increase in reserves. Under normal conditions, Penner said he would be fearful of a huge inflationary impact, adding,“I’m nervous about it now, but we are in uncharted waters…it’s simply a totally unprecedented situation in the United States.” According to Adams, “There’s been a huge infusion of base money and nothing much happening. My guess is we’re not seeing the same relationship between the two (M1 and M2) because normal things are not happening. The concern is, further down the road, in two to three years, all this base money will be out there, banks do start lending, consumers borrowing the supply will explode, and the inflation potential is enormous,” she said. Prior to late 2008, there was only one month during the past five years when M1 supply eclipsed $1,400 billion (December 2004, $1,401.3 billion). In 2008, M1 cracked $1,400 billion in July and dipped below it in August before surpassing it each month since, nearly reaching nearly $1,600 billion by year’s end. During 2008, M1 levels declined in January and February before spiking by 2.5 percent in March. The measure was up and down slightly until September when it jumped again, this time by 3.1 percent, and again in October by 2 percent. Comparing similar months from 2007 and 2008, there wasn’t much significant change up or down until the summer. June 2008 was up by 1.5 percent compared to the previous year, followed by more increases in July (2.5 percent) and August (1.7 percent). But that was nothing compared to the fall. In September, M1 levels leaped 6 percent over September 2007 and by 7.6 percent in October. Even when the M1 totals are seasonally adjusted, the Federal Reserve’s statistics show a leap in September 2008. The supply was up or down within roughly 1 percent during most other months of 2008, but the total spiked by almost 4.3 percent, about $60 billion, in September. M1 didn’t rise by more than $20 billion in any other month last year. NPT MARCH 1, 2009 THE NONPROFIT TIMES www.nptimes.com http://www.boxwoodtech.com http://www.boxwoodtech.com http://www.boxwoodtech.com http://www.nptimes.com
Table of Contents Feed for the Digital Edition of The NonProfit Times - March 1, 2009 The NonProfit Times - March 1, 2009 Buyers' Choice Where's All the Money? Stocks of Vendors Tracking Worse Than Indexes Contents Calendar Page 4 AFP Conference Map Spring Clean-Up NPT Fundraising Guide Financial Paradox Business Briefs NPT Jobs Resource Directory Advertiser Index The NonProfit Times - March 1, 2009 The NonProfit Times - March 1, 2009 - Stocks of Vendors Tracking Worse Than Indexes (Page 1) The NonProfit Times - March 1, 2009 - Stocks of Vendors Tracking Worse Than Indexes (Page 2) The NonProfit Times - March 1, 2009 - Calendar (Page 3) The NonProfit Times - March 1, 2009 - Page 4 (Page 4) The NonProfit Times - March 1, 2009 - Page 4 (Page 5) The NonProfit Times - March 1, 2009 - Page 4 (Page 6) The NonProfit Times - March 1, 2009 - Page 4 (Page 7) The NonProfit Times - March 1, 2009 - Page 4 (Page 8) The NonProfit Times - March 1, 2009 - Page 4 (Page 9) The NonProfit Times - March 1, 2009 - Page 4 (Page 10) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 11) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 12) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 13) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 14) The NonProfit Times - March 1, 2009 - Spring Clean-Up (Page 15) The NonProfit Times - March 1, 2009 - NPT Fundraising Guide (Page 16) The NonProfit Times - March 1, 2009 - Financial Paradox (Page 17) The NonProfit Times - March 1, 2009 - Business Briefs (Page 18) The NonProfit Times - March 1, 2009 - NPT Jobs (Page 19) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 20) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 21) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 22) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 23) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 24)
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.