Harvard Case - Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
"Canadian Breast Cancer Foundation: Corporate Sponsorship Choices" Harvard business case study is written by Allison Johnson, Laurie Dudo. It deals with the challenges in the field of Marketing. The case study is 14 page(s) long and it was first published on : Apr 5, 2011
At Fern Fort University, we recommend the Canadian Breast Cancer Foundation (CBCF) adopt a multi-pronged approach to corporate sponsorship, focusing on a strategic mix of large, high-profile partnerships with established brands and smaller, targeted collaborations with emerging companies. This strategy will maximize both financial contributions and brand awareness, while aligning with the CBCF's mission and values.
2. Background
The Canadian Breast Cancer Foundation (CBCF) is a non-profit organization dedicated to funding breast cancer research, supporting patients and families, and raising awareness about the disease. The CBCF relies heavily on corporate sponsorships to fund its operations and programs. The case study highlights the CBCF's current approach to corporate sponsorship, which focuses on securing large, high-profile partnerships with established brands. However, the CBCF is facing increasing competition for corporate sponsorship dollars and needs to explore new strategies to secure funding and expand its reach.
The main protagonists in this case study are the CBCF leadership team, responsible for making decisions on sponsorship strategies, and the potential corporate sponsors, ranging from established giants to emerging startups.
3. Analysis of the Case Study
To analyze the CBCF's situation, we employ a combination of frameworks:
a) SWOT Analysis:
- Strengths: Strong brand reputation, established network, dedicated staff, proven track record in fundraising.
- Weaknesses: Reliance on large sponsors, limited resources for smaller partnerships, potential for brand fatigue with existing sponsors.
- Opportunities: Expanding into new markets, leveraging digital marketing and social media, partnering with emerging companies, diversifying funding sources.
- Threats: Increasing competition for corporate sponsorship dollars, economic downturn, changing consumer preferences.
b) PESTEL Analysis:
- Political: Government funding policies, regulations on non-profit organizations.
- Economic: Economic climate, corporate spending patterns, funding availability.
- Social: Public awareness of breast cancer, societal values, demographics.
- Technological: Digital marketing tools, social media platforms, online fundraising platforms.
- Environmental: Sustainability initiatives, corporate social responsibility trends.
- Legal: Non-profit regulations, intellectual property rights, data privacy laws.
c) Consumer Behavior Analysis:
- Target Market: The CBCF's target market includes individuals, families, and businesses who are passionate about supporting breast cancer research and awareness.
- Motivations: Motivations for supporting the CBCF include personal experiences with breast cancer, a desire to contribute to a worthy cause, and a sense of community involvement.
- Decision-Making Process: Individuals and businesses make decisions based on factors such as the CBCF's reputation, the impact of their contribution, and the alignment of the CBCF's values with their own.
d) Competitive Analysis:
- Direct Competitors: Other breast cancer charities and non-profit organizations.
- Indirect Competitors: Other causes and charities vying for corporate sponsorship dollars.
- Competitive Advantage: The CBCF's strong brand reputation, established network, and dedication to research and patient support provide a competitive advantage.
4. Recommendations
The CBCF should implement a multi-pronged approach to corporate sponsorship, encompassing the following:
a) Strategic Partnerships:
- Target High-Profile Brands: Continue to pursue partnerships with established, high-profile brands, but focus on securing long-term, mutually beneficial relationships.
- Focus on Brand Alignment: Carefully select partners that align with the CBCF's mission, values, and target audience.
- Leverage Existing Relationships: Build upon existing relationships with current sponsors to deepen engagement and explore new opportunities for collaboration.
b) Targeted Collaborations:
- Engage Emerging Companies: Develop a targeted strategy to attract emerging companies, offering unique opportunities for brand building and social responsibility initiatives.
- Offer Tailored Programs: Create customized sponsorship packages that cater to the specific needs and resources of emerging companies.
- Foster Innovation: Collaborate with emerging companies to explore innovative fundraising and awareness campaigns, leveraging technology and digital marketing.
c) Digital Marketing and Social Media:
- Optimize Digital Presence: Enhance the CBCF's website and social media platforms to showcase its work, engage with donors, and promote corporate sponsorship opportunities.
- Leverage Influencer Marketing: Partner with relevant influencers to reach new audiences and amplify the CBCF's message.
- Develop Engaging Content: Create compelling content that highlights the impact of corporate sponsorships and inspires action.
d) Data-Driven Approach:
- Track and Measure Results: Implement robust data analytics to track the performance of sponsorship campaigns and identify areas for improvement.
- Optimize Marketing Strategies: Use data insights to refine marketing communications, target audiences, and maximize ROI.
- Develop Customer Relationship Management (CRM) System: Implement a CRM system to manage donor relationships, track engagement, and personalize communications.
5. Basis of Recommendations
These recommendations consider the following:
- Core Competencies and Consistency with Mission: The recommendations align with the CBCF's mission to fund research, support patients, and raise awareness. They leverage the organization's existing strengths, such as its brand reputation and network, while expanding into new areas.
- External Customers and Internal Clients: The recommendations address the needs of both external customers (donors and sponsors) and internal clients (CBCF staff and volunteers). They aim to enhance the donor experience, attract new sponsors, and empower staff with the tools and resources they need to succeed.
- Competitors: The recommendations acknowledge the competitive landscape and differentiate the CBCF by offering unique value propositions to potential sponsors.
- Attractiveness: The recommendations focus on maximizing financial contributions and brand awareness, which are key metrics for success. The approach emphasizes long-term partnerships, innovative collaborations, and data-driven decision making, all of which contribute to a sustainable and impactful sponsorship strategy.
- Assumptions: The recommendations assume that the CBCF has the resources and capacity to implement the proposed strategies, including staff expertise, technology infrastructure, and marketing budget.
6. Conclusion
By adopting a multi-pronged approach to corporate sponsorship, the CBCF can secure a more diverse and sustainable funding stream, expand its reach, and further its mission of fighting breast cancer. This strategy leverages the CBCF's strengths, addresses its weaknesses, and capitalizes on opportunities in the evolving philanthropic landscape.
7. Discussion
Other alternatives not selected include:
- Focusing solely on large sponsors: This approach carries the risk of over-reliance on a limited number of partners, making the CBCF vulnerable to economic downturns or changes in corporate priorities.
- Abandoning large sponsors: This would be a drastic step and could negatively impact the CBCF's financial stability.
Key assumptions include:
- The CBCF has the resources and capacity to implement the proposed strategies.
- Emerging companies are receptive to partnering with non-profit organizations.
- The CBCF can successfully adapt its marketing strategies to reach new audiences.
8. Next Steps
- Develop a comprehensive sponsorship strategy document: Outline the CBCF's goals, target audiences, and key initiatives.
- Create a dedicated team: Assemble a team with expertise in corporate sponsorship, marketing, and data analytics.
- Pilot test new initiatives: Launch pilot programs with emerging companies to assess their effectiveness.
- Monitor progress and adjust strategies: Regularly review the performance of sponsorship campaigns and make adjustments as needed.
By taking these steps, the CBCF can successfully implement its new sponsorship strategy, secure a more diverse and sustainable funding stream, and continue to make a positive impact in the fight against breast cancer.
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Case Description
The case explores the use and importance of corporate sponsorships, specifically how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation (the Foundation) needs to determine the Foundation's direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contributed more than $1 million to the charity over the past five years, decided to pull two products from the shelf. The associate director needs to find a way to replace that support. Fortunately, the Foundation was approached by three corporations who were interested in becoming corporate sponsors. The associate director and her team now need to evaluate the three corporate sponsorship proposals to determine whether they fit with the Foundation's values and goals.
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