Brand Opportunities: Non-Profit Marketing Partnerships

Brand Opportunities: Non-Profit Marketing Partnerships

Date: May 17, 2021
Tags: #american-lung-assocation #best-friends-animal-society #boys-girls-clubs-of-america #carnival-cruise-line #darkness-to-light
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This past year has revealed that nonprofit organizations are more important than ever and have provided valuable resources to help those affected by the global pandemic. Nonprofit marketing partnerships have been instrumental in the fight against COVID-19. With vaccines now being distributed and quarantine restrictions slowly lifting, nonprofits will continue their mission of creating a better world.

From a marketing perspective, nonprofits occupy a unique space in the industry given that nonprofit organizations can truly partner with anyone. A nonprofit can work with a QSR brand just as readily as it can work with a movie studio. Each of the below initiatives represents a nonprofit marketing partnership opportunity for your brand.

Take a look at More Than a Coat from Operation Warm, Army Entertainment Esports Showdown from Army MWR, Darkness to Light, Proud Partner Program from the American Lung Association, a Campaign to Save Them All from Best Friends Animal Society, Back2School from Boys & Girls Clubs of America, The Joining Hands Fund from Nationwide, Corporate Partnerships with Special Olympics, Childhood Cancer Awareness Month from St. Jude, the Youth-Led Solutions Submit from YMCA, the Humane Society of the United States, and the Alzheimers Association.

More Than A CoatOperation Warm

Operation Warm provides the gift of warmth, confidence, and hope to children in need through the gift of brand new winter coats.

Through serving millions of children in need across North America, Operation Warm has seen that a brand new coat offers a child physical and emotional warmth, confidence to socialize and succeed, and hope of a brighter future.

nonprofit marketing partnerships

Past Partnerships:

Below are two past nonprofit marketing partnerships with Operation Warm:

Overview:  Thomas’ Bread and Bimbo Bakeries partnered with Operation Warm for the first year in 2020.  The partnership included in-store marketing, consumer engagement, employee volunteer opportunities, and financial support. The 2020 campaign was held in January, National Bagel Month, with the objective of raising Thomas’ Bread brand awareness and increasing consumer loyalty.
Overview: Abercrombie & Fitch is in the 6th year of supporting Operation Warm in the mission to provide warmth, confidence, and hope across the U.S. and Canada.  The partnership extends across ANF’s brands and includes consumer engagement components, employee engagement opportunities, and financial support. 

Army Entertainment Esports Soldier ShowdownUS Army

The Army Entertainment Esports Soldier Showdown is comprised of 3 series of tournaments – Fortnite, Rocket League and Call of Duty: Warzone – with qualifier events culminating in the game final competitions streamed on Twitch.

ARMY ENTERTAINMENT ESPORTS tournaments are worldwide, and provide recreational opportunities that combine our Soldiers’ love of competition and gaming.  Esports tournaments enhance Soldiers’ readiness, resiliency, and cognitive skills while showcasing the talents of participating Soldiers. 

nonprofit marketing partnerships

Past Partnerships:

Below are two past non-profit marketing partnerships with the US Army:

The United States Army MWR partnered with Complexity gaming in support of the “Better Opportunities for Single Soldiers” (BOSS) program. The partnership included activations at Fort Bliss and at Complexity’s new GameStop Performance Center in Frisco, Texas.  The first activation took place at Fort Bliss, where Complexity players lived and trained with soldiers for a three-day boot-camp.
Esports organization Complexity Gaming formed a partnership between esports team Complexity-Limit and Army National Guard. The partnership consisted of Complexity-Limit and Army National Guard working together to create co-branded engagement opportunities. The promotion came together in the lead-up to Complexity-Limit’s participation in global esports competition MDI.

Darkness to Light

Darkness to Light empowers adults to prevent, recognize, and react responsibly to child sexual abuse through awareness, education, and stigma reduction. Their work is guided by the vision of a world free from child sexual abuse. They envision a world in which adults form prevention-oriented communities that protect a child’s right to a healthy childhood.

nonprofit marketing partnerships

Past Partnerships:

Below are two past nonprofit marketing partnerships with Darkness To Light:

Darkness to Light partnered with Crime Junkie on a podcast covering the story of Peggy Roeme – a woman who went missing for 12 years and her daughter’s mission to find her. Darkness to Light provided issue-based support to the scripting of the program and offered a custom webpage for listeners to access for more information on preventing abuse. 
Darkness To Light’s #FlipTheSwitch campaign was inspired by the many people who voiced concern to Aly Raisman about the lack of support and attention being devoted to the issue of sexual abuse. While Aly’s experience was within the sport of gymnastics, she recognizes that children in all sports need to be protected from abuse.

Proud Partner ProgramAmerican Lung Association

Through the American Lung Association’s Proud Partner program, approved organizations have an opportunity to publicly align their corporate brand and specific products with the American Lung Association brand, the nation’s Trusted Champion of lung health. Approved companies are eligible to use a defined Lung Association brand mark on product packaging and promotional materials (including digital, in-store and other media) to showcase their affiliation with our mission and trusted brand. Proud partnership builds brand relevance in the lung health space and differentiation among other products that do not bear the mark.

nonprofit marketing partnerships

Past Partnerships:

Below are two past nonprofit marketing partnerships with the American Lung Association:

The American Lung Association’s Fight For Air Climbs are a celebratory, stair-climbing adventure that encourages the whole family to climb the stairs of our country’s most iconic skyscrapers. And this year, Aprilaire is stepping up to the challenge as a FY20 National Climb Partner for Healthy Air.
All are welcome, regardless of age or athletic ability as thousands of people across the nation come together to share in the importance of clean air and lung health. The funds raised support research, education and patient programs to help the millions of Americans impacted by asthma, COPD, lung cancer, air pollution and other lung diseases.
The American Lung Association partnered with Swiffer on a promotion that educated American households on the importance of dusting to improve indoor air quality. The partnership consisted of The American Lung Association teaming with Swiffer to encourage households to prioritize dusting due to the importance it has to indoor air quality. The partnership gave Swiffer customers recommendations on how to get started when it comes to dusting.
The two companies released the “Dust & Indoor Air  Quality Briefing” which shone a light on the connection between dust and the air we breathe indoors.

A Campaign To Save Them All!Best Friends Animal Society

Americans certainly love their tail waggers, sloppy kissers, and curtain ninjas. In fact, they will spend more than $70 billion on their pets this year alone. But a safe home with love like that won’t come easy for the dogs and cats waiting in America’s shelters. That’s why we’re on a mission to SAVE THEM ALL.

nonprofit marketing partnerships

Past Partnerships:

Below are two past nonprofit marketing partnerships with the Best Friends Society:

Best Friends Animal Society teamed up with Ally Financial on a promotion that supported animal welfare across the United States. Ally Financial along with Alex Bowman, driver of the Ally-sponsored No. 48 Chevrolet Camaro ZL1 1LE of Hendrick Motorsports, on a promotion benefiting Best Friends Animal Society. In each city that hosted a NASCAR Cup Series race, Ally donated $33,000 to Best Friends’ shelters. 
Best Friends Animal Society is thrilled to introduce The Pack, a new series from Amazon Prime Video. The Pack is a global unscripted series that celebrates the unrivaled bond between dogs and their human companions. Hosted by gold medalist Lindsey Vonn and her canine co-host Lucy, the series features 12 teams of dogs and their humans on an epic adventure across multiple continents.

Back2SchoolBoys & Girls Clubs of America

Boys & Girls Clubs of America launched its 2020 Back2School cause campaign in partnership with more than a dozen retailers around the country. As millions of kids and teens are gearing up to return to school, whether virtually or in-person, the youth advocacy organization is working to ensure that all kids, especially those who need us most, have the same opportunities to succeed in life.

Boys & Girls Clubs provide high-quality programming that supports the learning kids receive during the school day. They ensure kids and teens have the resources they need to achieve a great future – including a safe, supportive environment and caring adult mentors.

nonprofit marketing partnerships

Past Partnerships:

Below are two past nonprofit marketing partnerships with Boys & Girls Clubs of America:

Chips Ahoy and custom sneaker designer Shoe Surgeon have teamed up in a collaboration that benefited the Boys and Girls Club of America. Chip, the mascot behind the Chips Ahoy brand made his return to the TV screen after six years and needed new shoes to spice up his appearance. Chips Ahoy in turn created a contest for fans to send in designs for Chip’s new shoe. The best submission not only had their design worn by Chip, but they also had their design created by the Shoe Surgeon was sent to them as part of the prize. 
Boys & Girls Clubs of America partnered with athletic wear brand Champion on its Champion For All charity initiative.
The corporate social responsibility line of athletic wear, Champion For All, teamed with Boys & Girls Clubs of America on the creation of the collection which was designed to promote social responsibility for all. The collaboration also included Champion donating 50,000 cotton face masks to the organization for them to distribute to their network of clubs.

The Joining Hands Fund Nationwide Children’s Hospital

As coronavirus has spread across the nation, the Nationwide Children’s Hospital community has responded.

You wanted to help so we are launching The Joining Hands Fund: Helping Kids and Families Face Coronavirus. This fund allows each of us to join hands, pitch in, and help in whatever manner we can. Everyone has a role to play in guiding our community through this challenge. The Joining Hands Fund will harness the strengths of people helping other people.

nonprofit marketing partnerships

Past Partnerships:

Below are two part marketing partnerships with the non-profit Nationwide Children’s Hospital:

The Columbus Crew partnered with Nationwide Children’s Hospital and feature a special Nationwide Children’s jersey for all competitions, including all Major League Soccer and Lamar Hunt U.S. Open Cup matches. The Nationwide Children’s Hospital jersey debuted at Crew SC’s Opening Match on Sunday, March 1st when the Black & Gold hosted New York City FC. For one year, all authentic and replica jerseys, including those worn by the First Team and those sold at retail, will prominently incorporate the Nationwide Children’s Hospital logo.
GoNoodle, an educational streaming company, partnered with On Our Sleeves, to bring tools to parents and educators to help kids through mental health issues. With 1 in 5 children in America living with a mental health conditions and the COVID-19 Virus presenting children new stresses and challenges, the partnership between GoNoodle and On Our Sleeves created a movement for children’s mental health. 
The partnership, which created and shared emotional content for children, as well as tools and resources  for parents and teachers across the country.

Corporate Partnerships Special Olympics

Corporations that partner with Special Olympics share our brand values. We are a trusted organization reaching deep into local communities around the world. Our Programs succeed in changing lives, building advocacy networks and creating a lasting positive impact. Consumers recognize us as a brand deserving respect, loyalty, and good will with 95% positive brand recognition in the United States.

nonprofit marketing partnerships

Past Partnerships:

Below are two previous non profit marketing partnerships with the Special Olympics:

The JD Finish Line Youth Foundation partnered to support Special Olympics through their annual holiday fundraising campaign! Finish Line store employees and web teams worked hard to draw in donations from November 18-December 31, 2020. The campaign was supported through social channel activations as well, utilizing all major platforms (Facebook, Twitter, Instagram).
The WWE partnered with the Special Olympics to provide fitness resources to Special Olympics athletes. The partnership consisted of the WWE collaborating with the Special Olympics to launch a fitness resource featuring WWE Superstar Drew McIntyre. Drew McIntyre teamed with the Special Olympics to create an online workout.

Childhood Cancer Awareness Month St. Jude’s Children’s Research Hospital

St. Jude is leading the national conversation during September’s Childhood Cancer Awareness Month. The campaign has amassed over 5 billion total media impressions supported by a robust marketing strategy. Over 50 celebrities have supported St. Jude during the month, capped by a nationwide celebration – the Walk/Run to End Childhood Cancer in more than 60 communities.

nonprofit marketing partnerships

Past Partnerships:

Below are two past nonprofit marketing partnerships with St. Jude’s Children’s Research Hospital:

nonprofit marketing partnerships
St. Jude Children’s Research Hospital partnered with HomeTown Lenders in a promotion designed to support St. Jude’s mission to save children. The partnership consisted of St. Jude collaborating with HomeTown Lenders to raise money for the nonprofit. HomeTown Lenders, as part of the partnership, set a goal of donating a minimum of $1 million in 2021.
HomeTown Lenders had nine official branches and many of them were involved in the effort throughout 2021.
nonprofit marketing partnerships
St. Jude Children’s Research Hospital
partnered with Carnival Cruise Line to make it the Official Celebration Partner of St. Jude. The partnership consisted of Carnival hosting events at the hospital and hosting a variety of fundraising activation. These activations included dance parties at St. Jude’s and a Build-A-Bear Workshop At Sea. The Carnival Cruise ship, Carnival Vista, also included a sculpture that displayed artwork by St. Jude patients.

Humane Society of the United States

We fight the big fights to end suffering for all animals. Together with millions of supporters, we take on puppy mills, factory farms, trophy hunts, animal testing and other cruel industries. With our affiliates, we rescue and care for thousands of animals every year through our animal rescue team’s work and other hands-on animal care services. We fight all forms of animal cruelty to achieve the vision behind our name: A humane society. And we can’t do it without you.

nonprofit marketing partnerships

Past Partnerships:

Below are two previous nonprofit marketing partnerships with The Humane Society:

A natural gift for any animal lover—and good for animals too. With every purchase of a PAWSitively Yours Diamond Jewelry® piece, we donate $3 to the Humane Society of the United States. Fun and fashionable. Go wild.
Just like humans, every dog is different. To support good health at every age, SmartyPaws has developed several formulas customized by size and stage. And each bag supports the Humane Society of the United States’ efforts to fight for all animals around the globe. 

Youth-Led Solutions SubmitYMCA

The World YMCA, in collaboration with YMCA of the USA and the YMCA of San Francisco, the United Nations, academia and external partners, will hold a series of Youth-Led Solution Summits. The Youth-Led Solution Initiative will empower young changemakers to drive social innovation to advance the UN’s Sustainable Development Goals. To amplify youth solutions that positively impact local and global sustainability, the development of just and equitable communities, and the well-being of all people.  

nonprofit marketing partnerships

Past Partnerships:

Below are two previous nonprofit marketing partnerships with the YMCA:

The YMCA partnered with Lyft for a promotion designed to expand bikeshare access and equity across the country.
The two companies collaborated to provide thousands of young people free, one-year bikeshare memberships for systems operated by Lyft. Memberships were distributed in collaboration with the YMCA.
The promotion was unveiled at the Harlem Y and featured surprise appearances from basketball star LeBron James and professional BMX athlete and filmmaker Nigel Sylvester.
The American Camp Association (ACA) and the YMCA of the USA (Y-USA) are engaged together to provide educational resources to both day and overnight camps, state and local health departments, and parents/guardians and campers. The educational resources are being developed by an independent expert panel being coordinated by Environmental Health & Engineering, Inc. (EH&E), a Boston-based consulting firm specializing in environmental health.

Alzheimer’s Association

The Alzheimer’s Association leads the way to end Alzheimer’s and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support.

nonprofit marketing partnerships

Past Partnerships:

Below are two previous nonprofit marketing partnerships with Alzheimer’s Association:

The Alzheimer’s Association partnered with actress and activist Autumn Chiklis on Chikchella.  The Alzheimer’s Association collaborated with Autumn Chiklis to create Chikchella, a unique promotion that combined Autumn’s love of performing with her passion to end Alzheimer’s. Chikchella was put together during the coronavirus pandemic by Autumn and her family in collaboration with the Alzheimer’s Association.
Alzheimer’s Association partnered with retailer Marshalls on a promotion that supported the Alzheimer’s Association’s fight to end Alzheimer’s disease. The partnership consisted of Marshall’s working with the nonprofit to encourage donations that supported the Alzheimer’s Association’s mission.  Shoppers who visited Marshalls stores nationwide from March 14-27 had the opportunity to donate to the Association at checkout.

If you need to stay connected to opportunities and partnerships involving entertainment content, including the nonprofit marketing partnerships and opportunities featured above, is the place to be. Featuring thousands of current entertainment marketing opportunities and 10,000+ partnerships, this unique community features galleries dedicated to the people, properties, partnerships, and companies driving the partnership marketing business.

Basic Membership on is always free to all brand and entertainment marketers and introduces members to promotional opportunities from virtually every major entertainment companies, dozens of non-profits, and more. In addition to marketing opportunities, Basic Members may access featured research from our Partnerships, Videos, and People Galleries. 

VIP Members have unlimited access to all of this partnership information as well as all of the people, properties, and companies that make up this unique community of over 7,500 marketers.

Create a profile today and stay connected to the brand and entertainment marketing community throughout the year! 

Posted by: Andrew Gormley

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