1. BUILDING BETTER CORPORATE PARTNERSHIPS
MVDP
December 2, 2010

2. Presenter Cynthia Thompson Director of Development & Marketing
Macdonald Center
Prior fundraising experience:
Chief Development Officer
Big Brothers Big Sisters Columbia Northwest
Corporate Relations Manager
Oregon Zoo Foundation
Development Officer
Morrison Child & Family Services

3. Presentation Goals This session will help you to:
Gain general understanding of the different types of corporate/nonprofit partnerships
Understand how to find a match for your nonprofit and how to make a good first impression
Develop techniques for taking a corporate prospect through the partnership development process

4. Putting corporate support in context
Total Contributions in 2009 according to Giving USA = $ billion
The Breakdown:
Individuals $ %
Bequests $ %
Foundations $ %
Corporations * $ %
* Includes corporate giving and an estimate from The Foundation Center of $4.42 billion in grants made by corporate foundations

5. Types of Corporate Support

6. Types of Corporate Support
Corporate Philanthropy
Sponsorship
Capital Gifts
Cause-Marketing
In-Kind Support/Professional Services
Employee Giving
Employee Volunteers
New approaches (i.e. social media)

7. The Process of Developing a Corporate Partnership
Research
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

8. Recognition/ Stewardship
Research
Cultivation
Research
Solicitation
Evaluation
Recognition/ Stewardship

9. Recognition/ Stewardship
Research
Research
List of resources
Web
News
Volunteers
Attending local business events
Networking, networking, networking
Building a pipeline of prospects
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

10. Recognition/ Stewardship
Research
Research
Most Likely Decision Makers include:
Connections (board member, employee, customer, vendor)
Corporate Foundation Officer
Corporate Giving Department
Employee Contributions Department
Marketing/PR Departments
President/CEO
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

11. Recognition/ Stewardship
Research
Cultivation
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

12. Recognition/ Stewardship
Cultivation
Research
TIP: Cultivation is an on-going, year round process with your current partners.
Handout: “20 Ideas for Cultivating your Corporate Partners”
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

13. Cultivation – New Prospects
Research
Key facts you want to know about your potential corporate partner:
Focus/filter/criteria
Existing partnerships
New products
Target audience
Volunteer involvement/Group or Team projects
Timeline/fiscal year
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

14. Recognition/ Stewardship
Research
Cultivation
Solicitation
Solicitation
Evaluation
Recognition/ Stewardship

15. Recognition/ Stewardship
Solicitation
Research
Specialized Proposals
Hand delivered
Flexible
Simple contracts
Best to put in writing to outline expectations
Present to the right people
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

16. Recognition/ Stewardship
Solicitation
Research
TIP: You should have a variety of communication and solicitation materials.
One paragraph description of the program or event
One page fact sheet with information about program, audience, benefits to the company, impressions, how money used
Multi-page proposal (but still no more than 3-5 pages)
Cover letter / letter of request
Response form
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

17. Recognition/ Stewardship
Solicitation
Research
Key elements to include on solicitation materials:
Compelling description of the event or program
Statement about how this partnership will benefit the company
Demographics of audience, guests, participants, service recipients
Benefits to the company, in as much detail as possible
Contribution/sponsorship dollar figure
Show pride in your organization and event
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

18. Recognition/ Stewardship
Research
Cultivation
Evaluation
Solicitation
Evaluation
Recognition/ Stewardship

19. Recognition/ Stewardship
Evaluation
Research
Create evaluation/re-cap reports
Use a binder or nice folder
Collect all materials that include logo and/or mention of the company
Helps to measure ROI
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

20. Recognition/ Stewardship
Evaluation
Research
Company focused
ROI reports within the company timeline
Larger amounts = more frequent reporting
Include activation, if appropriate
Impact made on both organizations
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

21. Recognition/ Stewardship
Evaluation
Research
Why spend all this time on evaluation?
To educate the company on the value of the partnership
To increase the odds that they will renew their support next year
This is another opportunity to schedule an in-person visit that is not about asking for money; helps to build the relationship
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

22. Recognition/ Stewardship
Research
Cultivation
Recognition/ Stewardship
Solicitation
Evaluation
Recognition/ Stewardship

23. Recognition/Stewardship
Research
Acknowledgement
Letters
Calls
Events
VIP areas
Recognition
Stand out at an event
Verbal recognition
Category exclusivity
Plaques, certificates, etc.
Thank you ads
Be creative
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

24. Recognition/Stewardship
Research
TIP: Think of recognition as an opportunity to interact with your corporate partner, not just as a static benefit.
Sample recognition benefits:
Recognition on donor walls/signs
Recognition in newsletter and website
Invitations to special events, graduations, special moments
Networking opportunities/client cultivation
Cultivation
Solicitation
Evaluation
Recognition/ Stewardship

25. Keys to Success Partner-centric Think like the company
Act like a consultant
Think outside the box
Be flexible and evolve
Find a good fit
Think strategically

26. Thank you!