Marketers learned a lot from consumers during COVID-19 that should be employed going forward. One valuable lesson is that many consumers expressed strong feelings that brands needed to support their employees during COVID-19. Another, which was reported in an earlier article, is that consumers, especially Gen Z, expect brands to demonstrate a connection and commitment to their communities.

Opportunities

For some industries, it’s not difficult to identify and find community groups that share the same values as a brand. Food-related businesses, for example, often partner with food banks and community kitchens, while renewable energy brands collaborate with environmental groups.

For others, it takes a bit of homework to find a potential good fit. Sometimes, partnerships aren’t forged by similarities between products and consumers, but shared interests and goals. The Bill and Melinda Gates Foundation, for example, focuses on inequality even though Gates’ business roots are in software.

Apps

Unlike the social scene, there are no apps to help introduce brands interested in identifying and meeting like-minded community or nonprofit groups. There are, however, calendar apps like Chase’s and National Day Calendar that list multiple national events for every day of the year. They also invite new submissions which opens up the opportunity for a brand/nonprofit partnership to inaugurate and launch a new event.

There are also specialty calendars like Cause Awareness & Giving Day for Nonprofits. Brands that market to seniors can access calendars like AARP’s. Those that sell to teens have calendars like TeenTix Events Calendar. Smaller brands and area merchants can also run a search for local calendars.

Another Possibility

Brands that rose from a small and humble start to rise and become regional or national favorites often have roots with community groups that assisted in their success. If the founder of the brand has such a history, he/she may jump at the opportunity to publicly partner with this group. The long-time history and loyalty between the two will be invaluable especially if it results in opening bigger doors to the group’s national affiliate.

Next Steps

Once a potential partner has been identified, the hard work begins. The major area of mutual interest has already been identified but much has changed since the pandemic. Many brands and nonprofits have witnessed declines in their revenue and audiences.

Brainstorm together to best determine how each can assist one another. Re-examine where each wants to be in two, three, or four years. Are there any new and innovative roads that can be taken to accelerate recovery? What other things might be done to heighten publicity, sponsorship value, and participation? Are there any new partners who might be recruited?

Move Forward Together

With the new information gathered, agree on a mutual path forward that includes agreement on what the new partnership looks like. It should include any revised roles, responsibilities, goals, expectations, communications, and a strategic plan with timelines. Because of the rapidly changing post-pandemic environment, it will be important to monitor, measure and meet regularly to assess and possibly make changes to the strategic plan.

“Our success has really been based on partnerships from the very beginning.” Bill Gates

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.