On this webinar, we dove into the inner workings of impactful brand-nonprofit partnerships, informed by experts from both sides of the table. We heard from Zoe Samuels, SVP of Entertainment Partnerships at marketing partnerships agency WCPG, and Clay Dunn, CEO of nonprofit VOW for Girls, as they discuss how brands and nonprofits can collaborate effectively. Plus, gain intel on innovative campaigns and strategies for authenticity and measurable success. 

The takeaways: 

• Brand and nonprofit partnerships should be based on genuine mission alignment.
• Successful partnerships should bring value to all parties involved and align on goals; always ask for more information if needed!
• A strong relationship at the staff level is crucial, as these are the people who bring the partnership to life daily. Nonprofits should ideally be viewed as an extension of the brand team.
• Seamless integration is key; look for moments when a brand is already planning something and can easily incorporate a nonprofit—or vice versa.
• Financial considerations and goal misalignment are the most common challenges in this space.
• Companies need to truly value what the nonprofit offers, and nonprofits should be clear about their capabilities.
• Brands should aim to make real, long-term commitments that go beyond short-term marketing efforts (e.g., more than a two-week product launch).
• Both sides should bring insights and data to the table to ensure that campaigns resonate with their shared audience.
• Transparency and equipping influencers with the right tools are essential for successful content creation, as is choosing and fully vetting the creators you work with  
• Setting clear goals before the partnership starts allows for better evaluation of success throughout the collaboration.
• Keep cold outreach brief, focused, and personalized for each person or company.
• Even if you can't make a large monetary commitment, brands should reach out. Nonprofits often accept lower budgets or can refer you to other organizations that might be a better fit.
• Communication is key: nonprofits should keep in touch with brands even when not actively collaborating. Regular updates help maintain the relationship and keep opportunities alive.