International development charity WaterAid has appointed sponsorship specialists PHAR to undertake an analysis of the marketing value that non-profit partnerships can deliver for brands.

PHAR’s work involves a comprehensive review of partnership value from a number of angles – including consumer research into the values associated with WaterAid and other international and national non-profit organisations, analysis of the impact of non-profit partnership on brand image and the evaluation of the marketing benefits that are provided to partners.

With the results of this study, WaterAid aims to provide brands with objective evidence of the value of partnerships to their business, as an impactful marketing activity.

Penny Canepa-Anson, Senior Business Development Manager at WaterAid, commented: “There has always been a compelling value proposition for the difference that corporate support for WaterAid’s work can make. However we know that brands’ budgets are under ever-growing pressure and it is increasingly important that we can demonstrate the value of partnership as a valid marketing investment.  PHAR’s extensive experience as sponsorship evaluation specialists is already making a real difference in providing us with powerful and objective evidence of the marketing value created by a partnership with WaterAid.”

Alastair Macdonald, Director of PHAR, added: “Globally over one in ten people are without access to safe water, and one in three people do not have access to a safe, private toilet.  WaterAid’s ambitious vision is of a world where everyone everywhere has access to safe water and sanitation by 2030. Our research is showing that consumers believe brands have a crucial role to play in supporting this cause through partnership. It also reveals the marketing benefits that such partnerships can deliver for the brand.  This evidence supports a change of mindset regarding brand partnerships with non-profits – from a philanthropic activity to being recognised as an effective marketing investment.”

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