A7: Business and Non-Profit Partnerships - Multi-Cultural Marketing Case Study
This session quantifies the opportunity and challenges of marketing and servicing the diverse multi-cultural communities of Canada from both the non-profit and business points of view. Then presents 8 tips for marketing to the ethnic community to drive fundraising as well as awareness of products and services - with a review of common errors and keys to success in this field. It ends with how businesses and non-profits can collaborate and partner together to optimize the ability to service and market to Canada’s new mainstream - beyond traditional sponsorship or financial contributions to a more strategic social responsibility partnership. At this session we will discuss the following: - Defining Partnership between profit and non-profit; - Levels of Collaboration; - Challenges to Collaboration and 5 Keys to Success; - 6 Steps for preparing a Proposal for Partnership with Private Sector; - Building a Business Case (Case Study: Settlement Services organization servicing New To Canada and Multi-cultural communities); - Making the Approach.
Karen Sinotte combines her passion for customer insights and the drive for continuous improvement to help businesses and non-profit organizations untap the value of their customer data to reveal new and innovative strategies to grow their business. She brings 25+ years experience at an executive level as a data driving relationship marketer at companies at major global brand companies including American Express, TD Bank Financial Group, Eaton Credit and IBM. Karen had a diverse background having grown up in Africa and work in the States and Canada - with many adventures along the way. Her hobby is genealogy - being 13th generation French Canadian and 5th Generation Ukrainian Canadian. She is active in the community with a number of different organizations including the Board of Rexdale Women’s Centre. Her most memorable volunteer experience was a Habitat for Humanity Build in Mexico – the team of 12 built a whole house in a week!
