BOSTON—Cone has launched a new nonprofit marketing discipline, with services designed to help nonprofit organizations strengthen their brands and raise funds. The new practice will supplement existing practices in cause branding, brand marketing, corporate responsibility and crisis prevention and management and will draw on the expertise of those capabilities, tailoring them specifically for the nonprofit market.
Cone’s suite of nonprofit marketing services is designed help nonprofit organizations align their communications resources, development activities and mission-based services with the interests of their target audiences to improve brand equity, raise funds and gain significant social impacts.
“With nearly 1.5 million organizations competing for shrinking dollars and share-of-mind, it is important for nonprofit organizations to have a compelling brand and call-to-action to engage their diverse stakeholders,” says Alison DaSilva, executive vice president and acting head of Cone’s cause branding and nonprofit marketing disciplines.
Cone’s roster of nonprofit clients includes the American Heart Association, for whom Cone created four Cause Branding programs: Go Red for Women, Alliance for a Healthier Generation, Power to End Stroke and Start!; the American Cancer Society and its Choose You movement; Feeding America; Boys & Girls Clubs of America; the American Kidney Fund; Paralyzed Veterans of America, for whom Cone created its Mission: ABLE initiative; Lemelson-MIT Program; FIRST; EF Foundation and Goodwill International.
Cone has also conducted proprietary nonprofit research since 2006, including the Cone Nonprofit Power Brand 100 and the 2010 Nonprofit Marketing Trend Tracker.