We built Foodbank Victoria (FBV) a new commercial strategy that allowed them to optimise the revenue generated through their corporate partner program and increase the awareness of Foodbank Victoria as a charity.
FBV needed to find new ways to increase the value proposition they offered partners, as the majority of their current partners were based on staff engagement initiatives, which restricted their appeal and the benefit they can provide to many brands.
We identified new opportunities to utilise the strength of FBV’s IP and showcased the potential that FBV’s partnership assets have as a marketing channel for current and future corporate partners.
Our research also found that brands are willing to pay a premium for corporate partnerships that are centred around a charity’s fundraising campaigns and initiatives.
This identified another opportunity for Foodbank Victoria, which saw FBV increase the value they offered corporate partners by creating bespoke campaigns that align with their partner’s marketing and CSR strategies and objectives.
The change in strategy led to the signing of new corporate partners Bendigo Bank, Emma & Tom’s and ExxonMobil, and the resigning of major partner Port of Melbourne.
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