In the current state of the economy, most not-for-profit organizations must be fighting an urgent sense of panic.
Generating donor cash flow can be enough of a challenge when things are prosperous.   Won’t it be even worse if Canada trudges into a full-blown recession?
A look at current campaign trends, though, suggests the opposite is possible.
Many of the largest corporations-Cisco, Coca-Cola and Samsung among them-are throwing their communications budget behind sponsorship of events, challenges and initiatives.
Corporations see the value of participating in these programs during an economic downturn. It’s a two-for-one deal, with marketing and corporate social responsibility rolled into one neat package.
That means big opportunities for not-for-profits in need of a cash boost to sustain their activities. It also means the best strategy PR professionals can offer them is relationship building between NFPs and potential corporate donors.
It also means a great chance to get creative, and think of initiatives that are beneficial to both parties.  I’d love to see someone get brave and create a corporate challenge that pokes fun at at the current state of the economy.
And while the public might be looking to protect the financial well-being of their loved ones first, they are more likely to be sympathetic to NFPs during recession times.
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PR professionals are best equipped to show NFPs how to make gains on this wave of corporate sponsorship-and it means greater economic security for us as well.