ANA Launches New Portal to Connect Nonprofits with Member Brands
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.
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ABOUT THE ANA
The ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.
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.
MEDIA CONTACT:
ANA
John Wolfe
Director of Communications
Office: 212.455.8011
Cell: 914.659.8663
Email: jwolfe@ana.net