BOSTON: The American Heart Association (AHA) has hired cause-related marketing specialist Cone to help augment and strengthen its corporate partnerships.
Omnicom-owned Cone is well known for helping corporate interests identify appropriate charities to partner with in order to further their brand. The Boston-based agency's work with the AHA will reverse that model by aiding the nonprofit's attempts to work together with private industry in order to raise funds and spread its message.
"The vast majority of our work has been working with corporations and partnering them with issues, and then nonprofits," said owner Carol Cone. "What's exciting in the current environment is that the major nonprofits recognize that they want to enhance their relationships and programs to ensure that they have the best possible partnerships with companies to support their cause."
Cone pointed to the AHA's annual Heart Walk, an event cosponsored by Subway and several other corporations, as an example of the partnerships the charity is hoping to expand upon. The AHA also holds its Jump Rope for Heart event on an annual basis.
Asked whether the AHA's focus on corporate cooperation was an acknowledgement of today's tougher fundraising landscape, Cone responded, "It's recognizing that private partnerships are necessary in the 21st century - that no problem can be solved by government, corporations, or nonprofits. The three must come together."
Founded in 1924, the AHA is the largest voluntary health organization in the US fighting heart disease. It is headquartered in Dallas.