On Tuesday I wrote a post on “cause marketing.” My main point was that a successful nonprofit-corporate partnership requires you to share the right information to your donors and prospective donors. No need for me to repeat the explanation again today. I invite you to read the original post: Cause Marketing survey says: Donors like this idea so much that 56% will support the nonprofit
In that post I also listed two factors to consider when choosing a corporate partner. One factor advises you to select a corporation or company whose products or services compliment your mission. For example I said that an environmental cause could team with a company that manufactures eco-friendly products.
Today I found a press release that gives another example of a partnership where the cause and the company’s products/services compliment each other.
Yum! Brands took the initiative and teamed with the United Nations World Food Programme (WFP) and other hunger relief agencies. Specifically the company’s World Hunger Relief effort raises awareness, volunteerism and funds for the organizations to help eliminate hunger.
No idea who Yum! Brands is? This corporation is all about food and feeding people in their restaurants. They represent Kentucky Fried Chicken (KFC), Pizza Hut, Taco Bell, Long John Silver’s and A&W Restaurants. And now they’re helping to feed many more through cause marketing and their partnership with WFP.
In the words of Jonathan Blum, Senior Vice President, Yum! Brands, Inc. “As the world’s largest restaurant company, we believe it is our privilege and responsibility to help find a meaningful solution to this critical problem and leave the world a better place than we found it.”
What does World Food Programme think about all this? “Partnering with WFP to fight global hunger is win-win,” said Nancy Roman, Director of WFP’s Public Policy, Communications and Private Partnership Division. “Yum! Brands has made an enormous contribution to the next generation by providing millions of school meals to hungry children worldwide.”
All in all, this partnership is going so well that Yum! Brands received an award for their initiative and all their contributions toward relieving hunger. Read about their cause marketing partnership with WFP and their “Cause Related Campaign of the Year 2010” award.
