Survey: Corporations seek PR benefits from nonprofit partnerships

NEW YORK: Corporations that partner with nonprofits expect first and foremost to see tangible PR results, said nonprofit respondents to the PRWeek/PainePR Survey on Maximizing Cause-Related Relationships.

NEW YORK: Corporations that partner with nonprofits expect first and foremost to see tangible PR results, said nonprofit respondents to the PRWeek/PainePR Survey on Maximizing Cause-Related Relationships.

Corporations also expect positive interaction with their target demographic and an increase in sales/retail traffic, said respondents to the survey, which was conducted from September 1 through October 8 by Impulse Research.

Fifty percent of the respondents said that corporate partners utilize nonprofits' in-house PR staffs "to some extent,"

while 23% said "to a great extent," and another 23% said "not at all."

When asked what factors contributed to a poor working relationship between corporations and nonprofits, 58% cited under-utilized PR opportunities by both sides, while 53% said that "corporate partners have unrealistic expectations of how the relationship will impact their business."

"More work needs to be done by all parties to optimize the partnerships so each gets what it needs," noted David Paine, CEO of survey co-sponsor PainePR of Irvine, CA.

The survey's 106 nonprofit respondents said corporations support their organizations for the chance to partner with other sponsors (67%), to increase sales (48%), and because of executive interest and commitment to their groups (28%).

While a significant segment of respondents (44%) said they've seen only a modest increase in corporate support over the past 12 months, a larger share (58%) expects to see corporate giving increase in the next 12 months. The average increase expected is 17%, with nonprofits under $1 million expecting the largest rise (25%).

Corporations expect more value from their relationships with nonprofits now than they did a year ago, according to 75% of respondents. When asked who initiates the partnerships, 28% of nonprofits said that corporations approach them first.

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