The Marketplace Method
Companies agree with non-profit organizations or associations on a cooperation related to specific actions. This can consist of specific services, logistical support, advice, the provision of contacts or other activities. In return, the nonprofit provides a service for the company, so that both sides benefit from the agreement. These “good deals” are negotiated at the marketplace event. There is only one rule for the possible forms of engagement agreement: money is taboo.
The “Good Business Marketplace” originated in the Netherlands and made its way to Germany through an initiative of the Bertelsmann Stiftung (http://www.gute-geschaefte.org). Since 2007, marketplaces have taken place in over 100 communities in German-speaking countries. This has resulted in around 25,000 “good deals”. In Cologne, the “marketplace” has been taking place since 2007, and in Bonn since 2011. In the Rheinisch-Bergisch district, the premiere of the “Marktplatz Gute Geschäfte” took place in September 2019.
The Benefits
For companies, cooperation with non-profits does not just mean pure charity, but creates win-win situations. Involvement in the regional environment helps companies
- open up new markets
- present themselves as attractive employers
- attract new employees and retain existing ones (employer branding),
- expand their customer base,
- establish contacts with politicians or other companies,
- to increase one’s own level of recognition,
- to be just that little bit better than the competition.
For nonprofit organizations, active collaboration with companies is an investment in the future. It opens up new opportunities and helps to
- increase the visibility of the organization
- expand the organization’s network
- attract new members and retain existing ones,
- implement good projects in a way that attracts public attention
- gain free access to professional services
- to be a tad better than the competitors.
For communities: With the help of a marketplace held on their premises, municipalities can
- get to know innovative companies and community service organizations
- help create a socially innovative atmosphere in the community,
- get to know and help develop unusual models for the provision of welfare state services,
- practice a form of public relations that has not been used before,
- learn from businesses and nonprofits.
Course of the event
On the day of the event, the participating companies and nonprofits meet for the first time. A gong sounds to signal the start of the one-hour negotiation phase, during which the participants engage in a “speed dating” process. The participants have a free hand in negotiating the engagement agreement, with only one rule: money is taboo. Instead, payment is made in one of the four “exchange currencies. “Brokers” are on hand to help bring suitable partners together or to initiate promising agreements. A “notary” seals the agreement in writing.
The “exchange currencies”
Money plays no role in the agreements negotiated in the “marketplace”. Instead, the respective cooperation partners pay along:
Would you like to organize a “Good Business Marketplace” yourself?
Based on past experience, the costs for AMAIDI’s support of a marketplace range from 10,000 euros to 20,000 euros, depending on the number of participants, with a project duration of six – nine months. For a personal consultation, make an appointment with your local contact today.
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