Katya Andresen posted on her blog today with tips on how to pitch to a company on a cause partnership. I think her first point is so crucial, if you can’t show a business case for the partnership, its just not going to happen.
I think the biggest problem most causes have however go beyond Katya’s 6 tips. In my mind its getting in the door. Getting attention.
I think if you are looking to create a partnership with a company you need to start thinking like them. This is so hard if you havent worked in that industry or sector, because you have no real insight into what the day to day problems are for the people you are targetting.
So how do you get around this? Well if I knew all the answers I would be minted, right? But from some recent work I have been involved in, these three things stand out to me.
- First off, talk to people in the sector. Spend time getting that insight. This may seem like a lot of work, but if you understand the issues, then you can start to get your foot in the door. Because all of a sudden, just maybe, you could provide a solution to their business problems.
- Secondly, tink about how you will get attention. So many of the people you are trying to get hold of are busy. They meet about meetings, their diaries aren’t their own. So what is the thing that, in a day where they just about get time to go to the toilet, will make them stop and listen/watch/read?
- Finally, what is it that you are offering that is different. That can help them stand out from the crowd. That will continue to place them top of mind for consumers. What is it that you are offering that is cutting edge, that is using technology, that is possibly going to win them awards?