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Top 10 tips for partnering on GivingTuesday
- 1. 10 Tips in 10 Minutes Partnering with Business for GivingTuesday
- 2. Shannon Craig CanadaHelps Chief Marketing Officer shannonc@canadahelps.org 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 3. Top 10 Tips for Partnering on GivingTuesday 1. Erase Preconceived Notions 2. Craft 3 Activation Ideas 3. Build Your Partner Contribution Wish Lists 4. Create A Potential Business Partner List 5. Try Their Shoes On 6. Prepare For A Flexible Pitch 7. Listen and Stay Creative 8. Iron Out the Details 9. Manage the Relationship 10. Make Your Next Ask 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 4. #1 – Eliminate Any Preconceived Notions GivingTuesday is a day to celebrate giving. Make it work for your charity! • Win a new partner (yes, carefully selected, you can have more than one). Or, get additional support from a current partner. • Structure a simple, contained day-of activation. Or, use it announce a month-long or on-going partnership program. • Make it a fully digital campaign. Or, make it an event for customers, employees, or the clients you serve. • Make it a sponsorship opportunity for the business. Or, a meaningful employee volunteer engagement event. 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 5. #2 – Craft 3 Activation Ideas 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org What are your charity’s key objectives? • Build awareness for your cause • Raise funds or collect supplies • Acquire new donors or volunteers • Serve your community members • Steward existing supporters • Strengthen charity’s capacity What type of partner activation could help achieve the objective? Point of sale educational event Matching gift Employee crowdfunding campaign Host or staff a social/educational event Recognition offer for your supporters Donate, set-up & train you on computers
- 6. #3 – Build Your Partner Contribution Wish List For each campaign idea, consider the ideal and minimum level of support you require require from the partner. You want to be prepared, provide context, and remain flexible, and also be in a position to speak to business results. • Fundraising match – have a forecast and ideas for managing costs. • Employee Crowdfunding – know what platform you’ll use, support you’ll provide so its easy for the partner, what’s involved for employees, etc. • Event for your clients – know the event space requirements, your needs for food/entertainment, partner staffing requirements, etc. 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 7. #4 – Create A Target Business Partner List Think about which companies would be a good fit with your organization. • Geography – do you serve the same community? • Client alignment – is there natural synergistic interests in your clients? • Campaign alignment – do the company’s resources match your campaign needs? • Personal connection – do you have a supporter at the business who may be able to bring internal passion to advance discussions? Aim to identify three good potential lead partners for each campaign idea. 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 8. #5 – Try Their Shoes On How will the business benefit from participating? • Foster community good will • Personal connection and opportunity to do more • Promote company morale and culture • Opportunity to give back • Build brand awareness and affinity Get specific on the benefits. • If it’s a matching campaign, share your promotional plans: expected reach, number of communications, insights on audience, forecasted results, and the powerful story to be shared when funds are put to use. 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 9. #6 – Prepare For a Flexible Pitch Personalize the pitch for each partner you engage. • Ask & Learn - about their business, charitable programs, goals, etc. • Tell your story - use strong selling language • Provide context – high level pitch of ways you might partner • Offer clear direction – cover the respective benefits and partnership fit 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 10. #7 – Listen and Stay Creative The moment you prepared for! • Ask questions to probe for interest, feasibility, and potential objections • Confirm top area(s) of interest • Look for constructive suggestions to manage partner concerns • Keep benefits to their business and your cause top of mind And, leverage GivingTuesday to create a sense of urgency to start today! 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 11. #8 – Iron Out the Details Once you’ve decided you’d like to work together. • Agree on the specifics of how the program will work and most notably respective roles, responsibilities, and timelines. • Confirm follow everything up in writing and issue regular updates. Commit to making it easy for them so they will want to support you in future! 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 12. #9 – Manage the Relationship • Assign a relationship manager from your charity to be the key liaison for the company – they will appreciate the great customer service. • Stay Connected send regular updates throughout the campaign so there is no confusion or guessing, and it’s so easy for them they’ll want to continue to work with you. • Commit to making them a long lasting partner! Go beyond the program and steward your partner. Let them know they matter, keeping them up to date on new programs, achievements, challenges and more. 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 13. #10 – Make Your Next Ask What better time than on the day your campaign comes to life? • Ask if they’re ready to do it again next year. • Secure a meeting to debrief. • Start planning a bigger, better program for next year! 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org
- 14. EVENT BONUS: A few charity-business partnership examples. Remember, there’s no right way and it’s ok to start small. 10 Tips in 10 Minutes 10 Tips in 10 Minutes Shannon Craig, CanadaHelps, shannonc@canadahelps.org, www.canadahelps.org MATCH GIFT CUSTOMER FACING Phil Communications in Montreal organized a Hannukah party for Miriam Home on GivingTuesday. Miriam Home serves people with intellectual deficiencies. Restaurant Chez Leveque collected donations and goods to help build awareness for and meet the needs of a few different local charities. & One of many matching gift campaigns, Deloitte’s $5,000 match gift enabling Alzheimers Society of Nova Scotia to raise $10,000 on GivingTuesday.
Editor's Notes
- Geography: If you’re a food bank serving Milton, Ontario, a local business is likely your best fit. Client: If you help children, toys stores might be a good fit. Campaign alignment: For example, if you’re seeking to build awareness? Does the business have the ideal retail presence or online marketing capabilities?
- Community Good Will: People are more willing to support businesses they feel are positively contributing to their world. Boost company morale: Bringing employees together to support something that is separate from the office can have tremendous positive benefits – cultivating team relationships, shared experience and overriding sense of purpose and value
- Selling language: focus on the showcasing the need and the good work your doing with quantifiable measured outcomes where available
- Selling language: focus on the showcasing the need and the good work your doing with quantifiable measured outcomes where available
- Selling language: focus on the showcasing the need and the good work your doing with quantifiable measured outcomes where available
- Selling language: focus on the showcasing the need and the good work your doing with quantifiable measured outcomes where available
- Selling language: focus on the showcasing the need and the good work your doing with quantifiable measured outcomes where available