Aidan Stacey Head of Fundraising & Development

Hints & Advice On the key elements of any Corporate Fundraisers Toolkit

Content Why me…? The Tool Kit Summary

A brief introduction 18 years in Corporate Sales

A brief introduction 18 years in Corporate Sales

A brief introduction Three key lessons learned PREPARATION

The Tool Kit Preparing to Plan Preparing to Present Preparing to Manage

The Tool Kit Preparing to Plan Preparing to Present Preparing to Manage

Preparing to Plan Why do we need more money? Does your organisations strategic plan outline operational objectives which require funding above and beyond existing fundraising levels? Do existing fundraising channels meet your needs? When do we need the money? Are you justifying your own job description What do we need the money for…

Preparing to Plan Strategic Plan Objectives Operational Plan Objectives Fundraising Plan – HOW MUCH? – FOR HOW LONG? Cost Base Priority Projects = Priority Fundraising New Projects If you don’t have a link between the Strategic mission and the “ask” then it’s a…

Preparing to Plan

Preparing to Plan Example IHF Strategic Objective Increase rate of survival from Heart attack & stroke IHF Operational Objective To Train 70,000 people in CPR each year IHF Fundraising Objective To raise €750,000 to provide every transition year student with an individualised CPR training kit

Preparing to Plan When do we need the money? Most For Profit companies PLAN better than charities Their plans are often 8-18 months ahead. Budgets need to be early – do not underestimate the length of time from initial meeting to first payment IHF Corporate partnership started on 14 th March – agreed last week

Preparing to Plan Sell the benefits of the Project NOT the Project Benefits are easier to sell and understand Benefits are easier to sell the closer to the “Mission” of the Organisation

Preparing to Plan Example IHF ARE SELLING….

Preparing to Plan Summary What do we need the money for? How much do we need? How long for? Start early! Sell the benefit!

The Tool Kit Preparing to Plan Preparing to Present Preparing to Manage

Preparing to Present Who might want to “buy” my project? How can I reach them? How much will they be willing to pay? When do we need the money – how long have we got to prepare? When are decisions made? Other considerations… What are the other products they could buy instead? What makes our product more attractive to buy? What added value can I offer?

Preparing to Present Who might want to “buy” my project? Target companies that may have an obvious or direct link with you cause – look for good “FIT” Pedigree & Guide Dogs CRH & Simon Communities Are there barriers to certain companies? Irish Heart Foundation & Philip Morris How many companies would we want /like involved?

Preparing to Present Who might want to “buy” my project? Draw up your target list and research those companies …IN DETAIL What is their track record with other Charities Do they operate a Charity of the Year What kind of partnership do they consider Assess how much funding they have provided and “could” provide Know when their decisions are made Know their decision criteria TALK TO OTHER CHARITIES THAT HAVE DEALT WITH YOUR PROSPECT

Preparing to Present Who might want to “buy” my project? Key Criteria for Corporate Partnerships Strategic Fit Employee Participation Customer Engagement Type of Partnerships Once off Donation – Corporate Philanthropy Cause-related Marketing Fundraising Event sponsorship Volunteering Staff fundraising In-kind

Preparing to Present Who might want to “buy” my project? CSR AWARDS CATEGORIES – Chambers President Award 2008 – 25 th Sept 2008 Good Neighbour Award Responsible Employer Award Market-place Customer Award Support Employee Volunteering Overseas / Literacy Eco Business Awards Most Innovative CSR DOES MY PROJECT “FIT” ANY OF THESE CATEGORIES

Preparing to Present How can I reach them? ASK EVERYONE YOU KNOW DO THEY KNOW SOMEONE FROM THE PROSPECT COMPANY Board, Senior Management, Staff, Suppliers, Volunteers, Friends, Existing donors Go where they go – Chambers, MII, IMI, etc Newspapers, magazines, CSR Award Ceremonies…

Preparing to Present How can I reach them? Find out the Right person in the Company & Get the Right person from your organisation to make contact Letters, phone calls, fully prepared proposals posted? PERSONAL CONTACT PEOPLE GIVE TO PEOPLE

Preparing to Present How can I reach them? Who should present your proposal on the day - who is comfortable making a presentation, who will have the greatest impact? Do not assume that you are in the door – so you have secured the deal Do not assume that the merits of your “need” are self evident – provide research & proof of previous success Answer questions before their asked

Preparing to Present Summary Develop Prospect list based on Fit Research the list thoroughly Understand the Prospects “Needs” Know who to contact Ensure the right person makes the contact Present to Win – don’t make any assumptions

The Tool Kit Preparing to Plan Preparing to Present Preparing to Manage

THE FUN ONLY STARTS NOW…. Negotiation & Contract Agreement Account Management – Stewardship Reporting & Evaluation Financial Management

Preparing to Manage Negotiation & Contract Agreement What exactly do you want the company to do List out their responsibilities and your own Agree payment schedules and timeframe Are payments dependent on project completion How long is the agreement Is there a review period DO DRAW UP A CONTRACT BE SPECIFIC DON’T ASSUME SOMETHING IS AGREED DON’T BE BULLIED…

Preparing to Manage Account Management – Stewardship Agree a reporting structure Ideally have one Project Manager on both sides Do you need to hire someone – do you have the time Provide opportunity to visit project or provide updates for senior management Keep them up to speed on other projects and opportunities Ask their advice COMMUNICATE CONSTANTLY BE OPEN – HIGHLIGHT PROBLEMS EARLY FOREWARN DEADLINE MISSES

Preparing to Manage Reporting & Evaluation How will you know the project is successful Agree the success criteria early Don’t fudge the results Meet Report deadlines COMMUNICATE CONSTANTLY BE OPEN – HIGHLIGHT PROBLEMS EARLY FOREWARN DEADLINE MISSES

Preparing to Manage Financial Management Make sure you have appropriate accounting procedures If the funding is restricted account for the expenditure as required If Corporate staff fundraising – ensure appropriate management structures are in place COMMUNICATE CONSTANTLY BE PREPARED TO GIVE THE MONEY BACK

Tool Kit Summary Prepare Sell the Benefit Know who your asking Think “Fit” Know your prospect Present to WIN Contract Detail Communicate, Communicate, Communicate Evaluate

Thought for the Day Corporate Social Responsibility is a hard- edged business decision. Not because it is a nice thing to do or because people are forcing us to do it... because it is good for our business“ Niall Fitzgerald, Former CEO, Unilever

CAN WE FIX IT… And Finally… YES WE CAN! THANK YOU!