Properties/causes benefit from brand name partners, well beyond the partnership fee

As it turns out brand name corporate partners may be able to provide a reciprocal halo effect to non-profits, too. According to the Cone Trend Tracker, more than three-quarters (78%) of Americans believe a partnership between a nonprofit and a company they trust makes a cause stand out.

“Leading nonprofits are transforming their missions into breakthrough cause brands by harnessing the power
of corporate partnerships to rally new supporters with a compelling call-to-action,” explains Alison DaSilva,
Cone’s executive vice president of Cause Branding. “While we have seen many companies reap the benefits of
cause-related partnerships, these results reveal the same benefits hold true for the nonprofit brand. Strategic
corporate partnerships can help nonprofits stand out and creat...