9. Design a Marketing Approach for Each Potential Alliance

Design a Marketing Approach for Each Potential Alliance

 Once a nonprofit organization has determined that a business is an attractive candidate for an alliance, the nonprofit needs to gain that business’s commitment to develop an alliance. Viewing each business as a customer, the nonprofit markets an alliance to that prospective partner. To design an effective marketing approach for each potential partner, plan how to connect with key people in the business, understand the business’s needs, foster interest in possible alliance projects, and follow up in a timely, responsive, and persistent manner. To prepare for marketing each potential alliance, respond to the following questions.
Business
Plan how to identify business contacts If someone associated with our nonprofit has a strong contact within the business, who is the person and how should the business best be approached? or If no one in our nonprofit has a strong contact within the business, how will we find one? Do we know others who may have strong contacts or information? Are there business publications or associations that may provide names? Are there logical people in the business to "cold call" (to serve as contacts themselves or to recommend others we might approach)? Plan the initial discussion In the light of our research and responses to Worksheet 7 on strategic fit and opportunities, how will our nonprofit make the case that a meeting to explore a potential alliance would be worthwhile? Who in our nonprofit should conduct this discussion with the business representative?
Plan the initial meeting Considering our responses to Worksheet 7, what key points should we make during the initial meeting to build the business’s interest in a potential alliance? Who in our nonprofit should plan this meeting? Should the meeting be planned jointly with someone inside the business? Who from our nonprofit should participate in this meeting?
Plan to share information and materials What do we want the business to understand about our nonprofit and the potential benefits to the business? What materials, if any, should be presented either before or during the initial meeting, such as • General materials (annual reports, news articles, and brochures) • A fact sheet highlighting our nonprofit’s assets and capabilities • A one-page concept paper outlining potential benefits to the business and ideas for alliance projects What questions should be asked to learn more about the business, its needs, and its strategies?
Plan next steps and follow-up What immediate expressions of interest or commitment do we wish to obtain from the business, and what next steps should be agreed on, such as • Additional meetings • Other opportunities to build mutual understanding and develop ideas for the potential alliance Unless the business explicitly precludes further contact, how will our nonprofit demonstrate interest and responsiveness?
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