Nonprofits are seldom asked to help track the specific outreach associated with their partnership. Through our reporting process, we work with all of our nonprofit partners to assure that there is consistent reporting at a local level of all campaign deliverables. This allows us to report on both philanthropic and media impact on a consistent basis. It also allows us to segment the campaign data based on nonprofit partner, geography, date, etc.
In addition, we feel that cause partnerships have the ability to change consumer perception through a sustained, long-term engagement. However, the metrics that should be used to track that long-term affect are not necessarily linear (i.e., sales, awareness, etc.). It requires a logic model that relates to how your consumer makes their purchase decision and how that purchase decision is influenced by their perception of your brand’s ethos. We look forward to explaining this approach in more detail.