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

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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

8. 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

9. 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?

10. 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

11. 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

12. 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

13. Solicitation Process
1. Send 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

14. 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

15. 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

16. 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

17. 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

18. 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.

20. 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.

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

22. For More Information
Go to Call: Nancy at Richard at