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Corporate partners and charities: A Movember perspective on strategic brand alignment, fostering mutually beneficial goals, and outcomes in non-profit sponsorship

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  • Jordan, Erica Graham

Abstract

How can corporate partners be effectively secured for non-profits that collectively also look to achieve the same goals and outcomes? This paper guides readers to wards an answer for their organisations and achieve their desired outcomes, from which they can work backwards to determine clear goals and desired brands to achieve these goals. Through specific examples of what worked for the Movember Foundation, this paper aims to provide context and help point readers towards strategies and tactics to help them achieve for their own non-profits or brands.

Suggested Citation

  • Jordan, Erica Graham, 2018. "Corporate partners and charities: A Movember perspective on strategic brand alignment, fostering mutually beneficial goals, and outcomes in non-profit sponsorship," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(1), pages 6-12, June.
    • Handle: RePEc:aza:jbs000:y:2018:v:7:i:1:p:6-12
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    More about this item

    Keywords

    partnerships; sponsorships; Movember; men’s health; partnership goals; partnership outcomes; aligning brands;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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