Offering Facilitates Purpose-Driven Partnerships
NEW YORK (June 14, 2021) — The ANA today announced the launch of a new website portal designed to address the growing need for purpose-driven marketing by encouraging connections between ANA members’ brands and nonprofit organizations.
The portal is being introduced by the ANA Nonprofit Federation (NF) in partnership with the ANA Center for Brand Purpose and will offer ANA members a directory of nonprofit member organizations with missions and goals they might want to support.
The ANA NF was acquired by the ANA in 2018 and provides fundraising education, advocacy, sponsorship opportunities, and ethical standards for the nonprofit community. The Center for Brand Purpose was launched in 2018 to fuel business growth by helping marketers create purpose-driven, strategic programs and solutions for their products and services.
“This is a very timely initiative because people expect the brands they support to care about the world and to do their part to make it a better place,” said ANA CEO Bob Liodice. “We’ve learned that when a corporate brand partners with a nonprofit organization, it can more effectively communicate its purpose to the world. This new portal will facilitate that process.”
To be listed in the portal, NF members must complete an online registration. The portal is open to ANA nonprofit members only; participation is a benefit of membership and is free of charge.
Liodice added that the new portal is the first initiative from the recently formed ANA Community for Society, Sustainability, and Ethics, which unifies the Nonprofit Federation, the Center for Brand Purpose, the ANA’s new Sustainability Collective, and the ANA’s Ethics Division to reinforce the power of purpose to drive growth while energizing the nonprofit community to align with brands “to do good.” The Community’s mission is to develop programs that revolutionize marketing through action and deeper human connections, fuel positive societal change, and drive industry growth.
ABOUT THE ANA
The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
ABOUT THE ANA NONPROFIT FEDERATION
The Nonprofit Federation, an organization dating back to 1982 and brought on board through the ANA’s DMA acquisition in 2018, brings the nonprofit fundraising and marketing community closer together as a catalyst for change. The ANA NF has continuously provided top-quality fundraising education, advocacy, sponsorship opportunities, and ethical standards for the nonprofit data-driven fundraising community. It represents nearly 200 national nonprofit organizations and over 50 agencies that work on their behalf to advance the charitable fundraising and marketing community raising nearly $450 billion in donations each year. The charitable community includes thousands of missions advancing and helping society, especially during the COVID-19 pandemic crisis.
Director of Communications