In today’s environment potential corporate sponsors are closely scrutinizing value received for dollars spent. Discover what the corporate sector is seeking when considering whether to sponsor your activities and what impact this has on your efforts. Successful nonprofit organizations recognize that they must go beyond the standard prospectus outreach if they are to increase sponsorship income. This interactive seminar covers the six critical factors that you can implement to increase corporate sector revenue.
2. Generating Corporate
Sponsorship Support
Raffa Learning Community
Thursday, June 23rd, 2016
9:00 AM – 11:00 AM
1891 Preston White Drive
Reston, VA 20191
Held at American College of Radiology
3. Your Host
Lewis Flax
– Develop strategy and structure for partnership programs
– Provide guidance on business development outreach
– Offer training, coaching, and consulting
– Review of documents and proposals
Email: lewis@flaxassociates.com
Phone: 202 266-2655 (w) 301 922-9309 (c)
Web: www.flaxassociates.com
4. Today’s Agenda
• Current status
• Better results
• Strategy and structure
• Outreach
• Next steps
5. Why
• Revenue decline
• New leadership (ED/CEO or Board)
• Funding needed for a critical initiative
15. Develop our Strategy
• Specific process
• Align with our values and culture
• Acknowledge corporate goals
• Seek approval
16. Leadership Buy-In
Critical for success
Making the case
• Aligned with strategic plan
• Key organizational goals and objectives
• Barriers to success
• Address how to overcome the barriers
17. Why Companies Invest
• Generate new leads / clients
• Expand awareness – visibility / branding
• Increase brand loyalty
• Change / reinforce image
• Provide thought leadership
• Improve retention or recruitment
• Show community responsibility
18. A Shift In Views
• 87% of Americans are likely to switch from
one brand to another – price and quality
being equal – if the other brand is
associated with a good cause (21%
increase since 1993)
• 72% of American employees wish their
employers would do more to support a
cause or social issue (38% increase since
2004)
• 83% of Americans say companies have a
responsibility to help support causes
Source: Cone Cause Evolution Study
19. Obtain Sponsor Input
Solicit feedback
• Understand their objectives
• Specific benefits
• Other ways to engage
• Successful partnerships
• Good questions – next steps
22. Assets: Audience(s)
• Member / donor base
• Other connections / affiliations
• Board, advisory groups, volunteers
• Others
23. Membership / Donor Base
• Members/donors represent a start
• Others that are not members or donors
• Evaluate compared to the potential
• Exponential opportunity - 5x!
25. Assets: Communication Channels
• Website
• Magazines / e-newsletters
• Social media
• Direct mail / e-distribution
Leverage corporate communication channels
26. Convert Assets to Benefits
• Determine assets of interest
• Understand benefits from the perspective of
the sponsor
• Consider other potential benefits
• Establish platforms
27. Internal Assessment
• Ensure alignment with mission and culture
• Coordinate within your organization
• Clarify what is available for ‘sale’
• Determine parameters of involvement
• Respect “Organizational Tension”
29. Structure Benefits and Packages
• Establish platforms that align with corporate
interests
• Bundle benefits strategically
• Tier packages to incent companies to ‘buy-
up’
• Restrict benefits of greatest value
• Establish other limited offerings
at lower levels of support
30. Leadership Support
Critical for success
• Align with strategic plan
• Acknowledge cultural factors
• Ensure staff buy-in
• Address potential barriers
31. Initial Outreach
• Leverage volunteer leadership connections
• Appeal to interests
• Opportunities for involvement
• Specific requests
• Peer to peer interaction is preferred
