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Brand Collaboration

This blog has already talked about how social enterprises/non-profits can work with for-profit companies or other non-profits in order to gain prominence or for fund raising activities. The latest one is Ballygowan, covered in the Sunday Business Post yesterday, which is starting a nine month fundraising drive for the Marie Keating breast cancer charity. One of the interesting comments that Ballygowan has made on this is that it may become a ‘permanent feature of the brand.’

The brand campaign for this, called Ballygowan Pink, has a marketing spend of over Euro 1.2 million behind it, which isn’t bad for a localised market. If the Euro 250,000 target for the Marie Keating charity is raised between now and October, these pink bottles may be a permanent addition to the current blue and green bottles. This type of co-branding, similar to the National Geographic one mentioned in an earlier blog, is starting to get traction. Although it may fall within the corporate social responsibility sphere, it is often called consumption philanthropy by the sector. Other examples include the RED campaign for HIV Aids and the pink ribbon campaign.

Another example of brand collaboration is the DCU arrangement with Jack and Jill announced a week ago. Dublin City University (DCU) and the Jack & Jill Children’s Foundation have teamed up to develop a unique scholarship programme for DCU’s School of Nursing which will support nursing scholarships and will be funded through the collection of unwanted mobile phones. The unwanted mobile phones will be recycled and the cash raised converted into home nursing care for Jack & Jill families nationwide, as well as supporting the nursing students. The Jack and Jill Children’s Foundation provides direct funding, to families of children with brain damage who suffer severe intellectual and physical developmental delay, enabling them to purchase home respite care.

So as one example of raising ones profile and potentially raising money, consumption philanthropy is a useful tool. There are downsides and social enterprises, particularly the charity/volunteer sectors, need to be careful about what other brands they connect themselves with.

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