Corporate partners

Having the capacity to combine business, financial and human resources means that Australian business has the potential to be the most powerful force in society today, one that can be harnessed to effect positive social change.
At Barnardos we understand that the need to contribute to your community must be balanced with the needs of your shareholders, customers and employees. Barnardos is successful because we are dedicated to building relationships that work. We apply the same holistic approach of our welfare practice to our corporate strategy.
Barnardos' Marketing Team has a proven track record in developing powerful, mutually beneficial partnerships. Whether it is corporate philanthropy, cause-related marketing, customer loyalty, staff involvement or sponsorships, Barnardos can assist you in developing your profile as a corporate citizen. We bring to any partnership a charitable cause that is highly respected, very well recognised and very well supported across all age ranges and social groupings.
While there are some ideas listed here they are by no means the only opportunities to explore. Barnardos views every partnership as unique so we would like to talk to you about your goals and develop a campaign that will work for both of us.

Cause related marketing

As today's marketplace is becoming more fragmented and diverse, the competitive advantage is defined by the creation of an affinity with the customer. Connecting emotionally can be a more potent motivator than either price or brand. The question is how? The answer is Barnardos' cause-related marketing strategy.

Publicly linking with a charity can provide a credible incentive for customers and staff to select your products or services and support their community at the same time. Cause-related marketing is the commercial activity by which a business and charity form a partnership to market an image, product or service for mutual benefit. This can include on-pack promotions, in-store merchandising and trade promotions.

The benefits of cause-related marketing can include:

  • Improved brand perception and recognition 
  • Increased sales, press and PR coverage 
  • Strong brand switching incentives 
  • Increased long-term customer loyalty
  • Increased awareness of the launch of a new product.

Employee involvement

Working with a charity can provide staff with a tangible incentive to work more closely together by providing shared goals and a single purpose to aim for.

We can encourage your staff to get involved with fundraising initiatives in the following ways:

  • Volunteering 
  • Payroll Giving 
  • Participation in events 
  • Team building challenges 
  • Staff's own fundraising initiatives.

By getting employees involved, your company can benefit from increased staff loyalty and motivation.


Sponsorship

The Sponsorship market in Australia continues to grow. It is a great way to make your brand stand out from the crowd. Barnardos has a number of unique sponsorship opportunities targeted at a varied and diverse audience. We can tailor sponsorship packages to meet your organisation's business objectives.

Sponsorship packages include:

  • Australia's Mother of the Year Awards (a high profile national awards and event program) 
  • The Waratahs Charity Cup (a corporate rugby challenge with a difference) 
  • Barnardos publications (including reports and appeals) 
  • Events 
  • Areas of our work eg. education, family support 
  • Unique on-line marketing Programs.

Benefits of sponsorship include:

  • Improvement of corporate profile in local communities 
  • Improvement of brand perception 
  • Direct exposure to desired target audience.

Integrated company partnerships

More and more companies are starting to see the value of strategically aligning themselves with a charity or cause. These partnerships are integrated into different levels of the company. They may include some or all of the elements mentioned below or they can be as simple as holding a special event, purchasing Barnardos merchandise or raising toys and food for Christmas. These partnerships can be very beneficial to organisations because they not only enable staff to commit to something tangible, worthwhile and long-term but the public relations benefits to the company can be increased.

Benefits of a corporate partnership with Barnardos include:

  • Encouraging staff members to dedicate themselves to a long-term goal
  • Enhancing public image by company committing itself long-term.

Some of our company partnerships include:

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