New IEG Strategy Paper Shows Nonprofits And Corporations How To Build Relevant And Impactful Partnerships For A New Era

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IEG, LLC--a pioneer in partnership marketing strategy, evaluation and research--lays out an innovative, thoughtful approach to cause marketing in new strategy paper.

The amount of "purchase this product and we will make a donation to a worthy cause" promotions has grown to staggering proportions. At any given time, in-store and online, purchasers of consumer and business products and services are faced with numerous transactional cause marketing campaigns.

Not surprisingly, this cause marketing clutter has led to diminishing returns. When nearly every marketer adopts an idea, it becomes a commodity and no longer has the power to motivate interest and behavior.

So where does that leave nonprofits that rely on revenue from marketing partnerships? Where do businesses that want to support causes, and do well by doing good, go from here?

IEG, LLC--a pioneer in partnership marketing strategy, evaluation and research--puts forth the answer in its new strategy paper (im)Proving Cause.

The paper lays out an innovative, thoughtful approach that already is working for some nonprofits and their corporate partners.

This strategic way of thinking about cause partnerships includes several steps, including:

Segment and qualify the nonprofit's audience
Sketch the organization's route to mission
Sketch the corporation's route to market
Quantify objectives for both parties
Find areas of opportunity within each partner's objectives
The paper shares examples of how this can be done, as well as examples from current partnerships that have followed this new strategy and achieved success.

The complete paper is available for download at and author Diane Knoepke, vice president, client leadership for the IEG Consulting Group, is available for interviews on the need to re-invent cause marketing to ensure its survival.

About IEG, LLC
IEG is the world's leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 28th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

IEG is a unit of WPP's GroupM, the leading global media investment management operation. GroupM also serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

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Jim Andrews
312-944-1727 ext. 270
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