MissionSupport&Advancement<br />Outright giving that supports the mission and vision, many times enhanced by marketing the donation as a matching gift<br /> <br />
CauseMarketing<br />A relationship between a corporation and nonprofit that generates consumer-driven support for the hospital through various activation methods<br /> <br />
EmployeeActivation<br />Engaging employees in fundraising, volunteerism and championing of the cause<br />
In-KindandEnhancement<br />A budget-relieving or experience-enhancing donation that has the ability to generate incremental revenue, assist expense line items and/or increase brand awareness<br /> <br />
Sponsorship<br />Program, event or physical structure-related, typically a financial or in-kind donation in exchange for goods, services, experiences and/or visibility<br />
CorporateChampion<br />Utilizing corporate partners and sponsors as “champions” or “rainmakers” to open new doors to funding, partnerships and marketing services<br />
Feasibility 10<br />Are your development, hospital and Board leadership open to cause marketing and corporate alliances? Do you know in what context? <br />1<br />Are key physicians in key areas of expertise/department/pillars open to aligning their programs with corporate partners?<br />2<br />Do you have internal corporate leads you can access/approach for cause marketing and corporate alliances? Do you know in what context?<br />3<br />
Feasibility 10<br />Are the medical department/pillars open to working together on cause marketing and corporate alliances? OR would any alignment have to be pillar-specific?<br />4<br />Do you have a strong regional brand or exceptional national research in key, consumer-friendly departments/pillars?<br />5<br />How well do key areas of development work together: major gift officers, direct mail, event production, sponsorship, marketing communications, PR?<br />6<br />
Feasibility 10<br />Is development marketing and outreach separate from clinical marketing? If so, how well do they work together?<br />7<br />Do you have any event, advertising or human resources that can be leveraged in support of a cause marketing program? Do you know in what context?<br />8<br />Do you have the resources to devote someone or part of someone to creating a formal program and conducting outreach for the next 18 to 24 months?<br />9<br />Does your institution have the legal skill and/or resources to devote to supporting a formal corporate alliance program?<br />10<br />
The Internal Process<br />Board Support & Internal Champions<br />Head of Development Head of Marketing<br />Attorneys<br />Physicians in Key Consumer Areas of Focus<br />BreakingDown Silos<br />Board<br />Hospital Executive Leadership<br />Diabetes<br />Peds<br />Heart<br />Cancer<br />
Utilizing Your Assets<br />Cultivation Events or Programs<br />Professional Advisory Group<br />
Telling Your Story<br />PHYSICIANS, RESEARCHERS & MEDICAL STAFF<br />VOLUNTEERS<br />CORPORATE PARTNERS<br />FAMILIES & PATIENTS<br />
Closing the Deal<br />Just do it.The best way to learn is to start.<br />It’s about value. Define the ROI.<br />Have a creative idea.Don’t walk into the room empty handed.<br />Get advice. It you are not a marketer, find a mentor.<br />Get Integrated. Know your assets and think bigger.<br /><ul><li>If possible, avoid cold calling.Use every contact you have.
Research.Find out what is currently going on with your target company, their industry and their competitors.
Listen. Know your product and its values/assets well and be ready to adapt to meet their goals.
Get a meeting.You want to get in the door.</li></li></ul><li>Closing the Deal<br />Stick With It<br />Eighty percent of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. Follow up and keep calling. Persistence pays off. <br />