| Non profits represent a unique business opportunity | | | | resisted efforts to build tech associations because |
| created to solve both real and imaged, legitimate and | | | | they, "smelled like a union." |
| spurious causes. They come in all flavors and | | | | The ATA's (Automotive Technicians Association) |
| represent many stakeholders that both elevate the | | | | creation was once funded by a vehicle manufacturer |
| soul and represent practices that walk the line of | | | | to simply decrease training losses. Its board was |
| business ethics. | | | | populated by executives who had a big stake in the |
| They represent the best and the worst in our society | | | | success of this profession at the retail level. It sought |
| in their drive to solve social, labor, business, charitable, | | | | to not only train but professionalize this job function |
| political, educational and professional issues and more. | | | | using most of the tools that say an AOPA might use |
| They can be a true wolf in sheep's clothing for many | | | | to bond and build support. |
| and the best of both worlds for corporations seeking | | | | But sometimes you can lead people to water and you |
| to elevate and soften their brand pitches. | | | | know what could happen - and it did. They simply |
| The very nature of non profit membership bestows a | | | | refused to drink. ATA was unsuccessful in the US but |
| unique level of involvement that in and of itself holds | | | | eventually picked up by a UK corporation and |
| the key to relationship building among new prospect | | | | morphed into a usable tool to further their own |
| audiences for corporations seeking upticks in product | | | | corporate ends. It still exits today and is in most |
| and service sales. | | | | countries except the US. |
| From a marketing and brand improvement standpoint | | | | The best of these ventures in the long term has been |
| many executives understand that their corporations | | | | a blog for technicians to solve their professional |
| alignment with select nonprofits help them build their | | | | problems between themselves and a group that has |
| brands without the push of commercialization. The | | | | provided a stamp of approval attesting to technician |
| relationship might be akin to a nun working in used | | | | tested educational competence. |
| vehicle sales for a dealership. | | | | One vehicle manufacturer sought to build a non profit |
| Examples of nonprofit / corporate relationships have | | | | "Adventure Group" club among it highly segmented |
| included: | | | | enthusiastic customer base. The club was envisioned |
| - Professionals that re brand their companies with | | | | as the operating institution for the increase in the |
| names like technical institutes to wrap their | | | | vehicle loyalty, customer retention and long term sales. |
| organizations with an air of professionalism and mask | | | | The strategies for this non profit included: |
| their commercial enterprise for incremental profits, | | | | - Create additional communications values for the |
| - Non profits built by corporations that garner support | | | | division and cross promotional opportunities, |
| from a crucial external cohort of individuals that are the | | | | - Utilize the benefits of the clubs non profit status to |
| key to their companies distribution channels or | | | | positively and completely expand the visibility and |
| products success, | | | | image of the division in a cost effective manner, |
| - Community public educational foundations created to | | | | - Use the club to determine the precise lifestyles and |
| drive and create profits to expand their reach within | | | | product /non product customer needs of the current |
| the community above and beyond the community | | | | owners. This was based upon the long and short term |
| school concept, | | | | club product and service purchases, attendance, |
| - Political organizations, committees, associations with | | | | inquiries and member enrollment response, |
| vertical causes built on perceived threats to an existing | | | | - Extend the vehicle purchase relationship into all areas |
| audience of members or non members, | | | | of the customers lives in order to increase |
| - Automobile manufacturers that leverage product line | | | | consideration and intent to purchase and, |
| enthusiasm and communities of interest for increased | | | | - Lower the cost of vehicle line promotions by unifying |
| sales of their vehicles and brand and, | | | | existing and prospective cross promotions through the |
| - Groups of individuals and corporations that seek gain | | | | club. |
| through donations to fund diverse and sometimes non | | | | The adventure group not only provided for OEM |
| related causes to the original donation vision. | | | | management nomination to the clubs board of |
| These income strategies are as wide and varied as | | | | directors but created member categories that allowed |
| these organizations and are a powerful strategic tool | | | | membership expansion to other car line owners. |
| for corporations who desire to impact their customer | | | | Don't we always feel supportive of organizations like |
| base from other angles. Most non profit organizations | | | | military, police or firemen who solicit us for their causes |
| services and products are many and allow for | | | | even though we don't have a clue to their legitimacy? |
| corporate involvement. | | | | Doesn't the natural course of human behavior require |
| For example, a critical professional group that has | | | | that we want to identify with the success of our |
| caused consternation among vehicle manufacturers | | | | athletes by contributing to their causes and |
| has been the automobile mechanic or technician. | | | | organizations. Many brands are reinforced by |
| These professionals are known for their independent | | | | allegiances to these individuals and would gladly place |
| thinking in the highly structured environments of their | | | | their logo next to the Live Strong foundation logo on |
| employers. Many have tried to rein in this group in | | | | Lance's wrist. |
| order to direct their sometimes off the grid working | | | | Your question is how do you harness the altruism and |
| behavior in order to support the profession. | | | | goodness of the right non profit to build the |
| SAE, Chrysler, VWoA, Ford Motor Company, ATA | | | | relationships and profits that support both organizations. |
| and a few offshore groups have attempted to | | | | And of course, if you find an aggressive non profit that |
| professionalize and maintain a positive ongoing | | | | creates additional non profit (initially divisions) entities |
| relationship with this profession for their respective | | | | (within) to extend their marketing reach and scope you |
| organizations. Their drive was to professionalize, recruit, | | | | will realize even greater reach. |
| train and stop dealer technician attrition from their | | | | Segmentation and relationship boundary extension is |
| organizations, save training costs and to weave them | | | | always a two way street for corporations and non |
| more fully into the fabric of their SBUs. Some of these | | | | profits and yours could start with joining, sponsorship |
| organizations without long term vision for the technician | | | | and viral spinoffs. |