Corporate Giving: Keys to Success Spirit of Giving Presentation November 14, 2017 Nancy Ames Slabine Richard M. Wizansky, Ed.D. BoldMoves Consulting www.boldmovesconsulting.com

Why Corporate Sponsorships? They provide a new stream for your funding mix. Corporations can enhance public awareness of your organization’s mission. Relationships with corporations can lead to new prospective Board members and contacts with other business and community leaders.

Total Annual Giving to Nonprofits in the US: $390 Billion Even with only 5% in corporate Giving, that amounts to 18.6 billion. And corporations spend 500 billion annually on marketing. There is a huge potential for corporate giving through both CSR and marketing.

What Can Corporations Provide? Monetary support – corporations often have budgets that can support nonprofit activities. In-kind services such as public relations, advertising and executive and employee volunteers. Supplies, equipment and other non-monetary goods.

Shift Your Mind Set Understand and reflect how the corporation thinks. Research the corporation’s business strategy. Leave organizational jargon, perspective and “needs” back at the office. Use the corporate language found on the company’s website, particularly in the Corporate Social Responsibility (CSR) sections.

Shift Your Mind Set (continued) Most of all, nonprofits need to understand that corporate support is not philanthropy. It is a strategy to advance the company’s business plan. It is more important to understand why they would support your organization than why your organization wants their support. Demonstrate how your organization can help the company achieve and document its CSR and marketing goals and that as a key selling point.

What Companies Want Create sustainable long-term partnerships with nonprofits that benefit both parties Strengthen the local community so that the company and its employees live in a safe and healthy community Realize business goals while also achieving high social impact Enhance public relations Meet CSR goals

Four Motives for Corporate Giving: Match Your Approach to the Model Corporate Sales and Productivity – improve employee morale, visibility, marketing and public image Ethical/Altruistic – address needs of the community where the corporation operates or has markets; achieve CSR goals Political – expand corporate influence; create liaisons with government and community leaders Stakeholder Interests – respond to interests of board, shareholders, employees, suppliers, customers and community members

What Corporations Care About: Your People -- How many and what type of individuals does your nonprofit reach and serve? Your Assets – What assets can you offer them to enhance their marketing and public relations – e.g., website, events, publications, newsletters?

Types of Alliances Marketing Cause marketing Co-branding Sponsorship Not tied to customer purchasing behavior A strategic investment with an expected return Partnerships Long-term strategic alliances with benefits for both parties

Corporate Prospect Research Determine which industry sectors are most compatible with your mission and programs Survey the CSR website pages of local companies first Survey the CSR website pages of national/international companies that have business operations and employees in your area Determine if the CSR goals are compatible with your mission, programs and the geographic focus of your programs Mine data to see how your clients match their customer base

Corporate Prospect Research (continued) Identify where the company’s employees live and work Identify organizations the company has funded Identify the most appropriate contact person(s) Ask your board and volunteers to find contacts they know

Solicitation Process 1. Send email requesting meeting 2. Follow up with phone call(s) 3. Bring a “viewbook” to the meeting 4. Present an overriding bold, compelling idea 5. Make your case from the company’s point of view 6. Write proposal/contract with contact’s input 7. Follow-up frequently – be persistent, but don’t harrass

Activation Makes tangible the corporation’s support Provides strategic and tactical benefits to the company – e.g., new customers, markets or public relations Is measurable and requires fulfillment Should be tied to the company’s business strategies and the organization’s mission and programs

Activation (continued) May come in the form of employee/executive engagement event sponsorship event presentation logo placement co-branding Requires a process of continual thanks and stewardship

Sponsorship Levels Category exclusivity Levels such as platinum, diamond, gold, etc. Credit on collateral materials Program naming Tickets and hospitality Access to the nonprofit’s database

Monitoring and Evaluation Corporations want nonprofits to monitor results so they can: Measure the actual social impact of their giving programs Stop giving to programs that don’t create maximum benefit

Ethical Considerations Does the industry sector contradict your mission and programs? Does the particular company’s business or products compromise and/or endanger your client base? Will the company’s reputation bring positive impact to your organization’s reputation? Create written, board-approved guidelines that clearly articulate which industry sectors and companies with which your organization will not partner.  

Another Form Of Corporate Giving is Through Employee Matching Gift Programs One in 10 employers offer matching gifts. You can find them through a Google Search. When donors know there is a corporate match, the response rate increases by 71% and gifts will be 51% higher. Each year, matching dollars from corporations yield $2-3 billion, but another $6-10 billion is lost because the employees don’t request a match.

Final Thoughts This works! Meetings! Meetings! Meetings! Persistence is absolutely necessary People give to people The key is building and sustaining relationships

For More Information Go to www.boldmovesconsulting.com Email: Nancy@boldmovesconsulting.com Richard@boldmovesconsulting.com Call: Nancy at 561-413-2115 Richard at 802-254-4117