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W W W. M A I N E B I Z . B I Z 13 G I V I N G G U I D E 2 0 1 8 – 2 0 1 9 H OW TO B Y N A N C Y M A R S H A L L B usinesses should support nonprofi ts, but they should do it thoughtfully instead of simply giving money away. Likewise, nonprofi ts should seek out potential donors with beliefs and phil- anthropic interests that align with their mission rather than pursuing funds from organizations that have no understand- ing or affi nity for their cause. When a donation is received, both the business making the gift and the nonprofi t receiving it can benefi t, using it as an opportunity to align their stories and shared goals as well as build aware- ness for their individual brands. Five tips for nonprofi ts: 1. Make sure all donors understand your story. If a donor is engaged with your story, which can either be a success story or a challenge you are facing, they will understand why a donation is vital. ey will also be more likely to contribute again. 2. Your key messages about what you do, why you do it, and the benefi t you provide should align with the mission and vision of your donor. 3. Know who you're approaching with your "ask" before you go. Help them see how your nonprofi t matches up with their own company culture. Help them envision how they could share the story of their donation and its impact with their audiences through the news media, a presenta- tion to employees or a feature on the company website. 4. Help your donor tell the story to their employees and customers. If they are helping you achieve a particular goal or support a specifi c program, provide them with "social proof " that they can incorporate into their social media, speaking engagements, employee communi- cations and e-newsletters. 5. Highlight their engagement with your organization through your own communication channels to encourage other businesses to pro- vide you with support. It's critical to share the stories of the donations you receive and their return on investment. is is how you will build your network of followers, supporters and donors and, ultimately, build brand awareness. is translates to more donations and more funders. Five tips for businesses: 1. Choose nonprofi ts whose mission, vision and target audience aligns with your own corporate culture as well as the issues and causes your customers care about. Choose one or two causes and support nonprofi ts that success- fully support your causes. 2. When you choose a nonprofi t or cause to support, discuss how you can work together to tell the story to your internal audiences (employees) and external audiences (customers and the public) and what points should be shared to make the story as strong and impactful as possible. 3. Encourage your employees to get involved with the nonprofi ts your company supports. Your employees will love their jobs even more if they are given the opportunity to contrib- ute to a cause they care about. Also inspire them to share their stories through word-of-mouth and social media. is is especially relevant to millennial employees. 4. Share the stories of the nonprofi ts you are supporting through advertising, PR, social media and special events. 5. As you tell your stories, clearly align the goals and vision of the nonprofi ts you support with those of your own company in all your communications. A big part of branding is what people feel in their hearts and minds when they think about your organization. For-profi ts and nonprofi ts alike should share stories about how they are working together to successfully support a cause that resonates with the audiences they serve. It's about more than just the dona- tion. Spreading the word will grow love, respect and brand awareness for both entities, resulting in mutual success and the continuation of a partnership that benefi ts the greater good. N M , t h e PR Ma ven, is CEO of Marshall Communications. She can be r e a c h e d a t @ . Align business and nonprofit stories to build brands Stay informed, engaged and connected with a print + digital subscription to Mainebiz. You'll receive bi-weekly issues, special publications and full online access! Southern Maine builds Southern Maine builds Southern Maine builds on diverse industries on diverse industries on diverse industries S O U T H E R N M A I N E S O U T H E R N M A I N E S O U T H E R N M A I N E F O C U S F O C U S F O C U S Economy Economy Economy motion motion motion in in in Economy in Economy Economy Economy in Economy in Economy in Economy Economy Economy in Economy motion in motion motion motion in motion in motion in motion motion motion in motion $2.00 $2.00 $2.00 July 10, 2017 July 10, 2017 July 10, 2017 VO L . X X I I I N O. X V VO L . X X I I I N O. X V VO L . X X I I I N O. X V www.mainebiz.biz www.mainebiz.biz www.mainebiz.biz Know Maine Business. Or call: 845.267.3008 Subscribe online: mainebiz.biz/knowmainebiz F U L L C O N T E N T S O N PA G E 4 F U L L C O N T E N T S O N PA G E 4 F U L L C O N T E N T S O N PA G E 4 on diverse industries on diverse industries on diverse industries S O U T H E R N M A I N E F O C U S S TA R T S O N PA G E 1 1 S O U T H E R N M A I N E F O C U S S TA R T S O N PA G E 1 1 S O U T H E R N M A I N E F O C U S S TA R T S O N PA G E 1 1 » mainebiz.biz/knowmainebiz F U L L C O N T E N T S O N PA G E 4 F O C U S S O U T H E R N M A I N E M U S H RO O M A N D C O N S T R U C T I O N P H O T O S / T I M G R E E N WAY P O R T S M O U T H N AVA L S H I P YA R D P H O T O S / J I M N E U G E R 12 Anchoring Kittery The Portsmouth Naval Shipyard, a major employer in southern Maine, gears up for the future. 16 A real estate surge A shortage of existing homes has contractors scrambling to meet the demand for housing. 19 Ag's next wave? Mushroom growers are cultivating a variety of fungi to keep up with demand from chefs and consumers. Southern Maine builds on diverse industries S O U T H E R N M A I N E F O C U S Economy motion S O U T H E R N M A I N E F O C U S S TA R T S O N PA G E 1 1 » in $2.00 July 10, 2017 VO L . X X I I I N O. X V www.mainebiz.biz F U L L C O N T E N T S O N PA G E 4 F O C U S S O U T H E R N M A I N E M U S H RO O M A N D C O N S T R U C T I O N P H O T O S / T I M G R E E N WAY P O R T S M O U T H N AVA L S H I P YA R D P H O T O S / J I M N E U G E R 12 Anchoring Kittery The Portsmouth Naval Shipyard, a major employer in southern Maine, gears up for the future. 16 A real estate surge A shortage of existing homes has contractors scrambling to meet the demand for housing. 19 Ag's next wave? Mushroom growers are cultivating a variety of fungi to keep up with demand from chefs and consumers. Southern Maine builds on diverse industries S O U T H E R N M A I N E F O C U S Economy motion S O U T H E R N M A I N E F O C U S S TA R T S O N PA G E 1 1 » in $2.00 July 10, 2017 VO L . X X I I I N O. X V www.mainebiz.biz P Thank you to all the nonprofits tirelessly working to make "Maine: The Way Life Should Be" www.pgmaccounting.com M G Peter G. Montano, CPA (207) 415-5714 peter@pgmaccounting.com Nonprofit Accounting Specialists 265 Main St., Suite 202, Biddeford, ME 04005