Hospital Corporate Development Summit BMC’s Approach to Corporate Development   Presented  by Joe Waters Director, Cause &...
Rules of the Road <ul><li>Put down your pens </li></ul><ul><li>Wherever you go [online], there I am: </li></ul><ul><ul><li...
FLW <ul><li>To share the background of BMC’s corporate development program so you can build your own with cause marketing ...
  Boston Medical Center <ul><li>Private, not-for-profit hospital </li></ul><ul><li>575 licensed-beds </li></ul><ul><li>In-...
  But Very Different… <ul><li>Largest safety-net in New England </li></ul><ul><li>Programs make us different </li></ul><ul...
Govt. Grants Annual Fund Business Partners Employee Giving Foundations Events Corporate Sponsors Major Gifts Development 1...
$$$  Branding  Relationships Corporate Sponsorships Business Partners Cause Marketing Corporate Development Program, 2004
Foundations & Grants Major Gifts Corporate Development
  Setting Stage for Success <ul><li>Buy-in from senior management </li></ul><ul><li>Cause marketing committee </li></ul><u...
$$$  Branding  Relationships Cause Marketing
What is cause marketing? <ul><li>A partnership between a nonprofit and </li></ul><ul><li>a for-profit for mutual profit </...
<ul><li>Percentage-of-Sale </li></ul><ul><li>Point-of-Sale </li></ul><ul><li>Licensing </li></ul><ul><li>Cause Promotion <...
Percentage-of-Sale
Point-of-Sale
 
Cause Marketing  Isn’t Philanthropy
Cause Marketing Isn’t  Impossible for Ordinary Hospitals
Cause Marketing Isn’t Sponsorship
$$$  Branding  Relationships Corporate Sponsorships
Why Companies Sponsor Events <ul><li>They care about you </li></ul><ul><li>They do business with you </li></ul><ul><li>You...
Prospecting Circles Companies that  you don’t know  and are  not current  sponsors Companies that  know you  and  are  not...
The Cause Marketing Twist   <ul><li>Target retailers with foot traffic & locations </li></ul><ul><li>Sponsorship is free i...
Halloween Town
$$$  Branding  Relationships Business Partners
<ul><li>If you think you can, you can </li></ul><ul><li>Treat’em like partners, donors </li></ul><ul><li>Use for momentum,...
 
$$$  Branding  Relationships Corporate Sponsorships Business Partners Cause Marketing Corporate Development Program, 2004
Cause Marketing Business Partners Sponsorships $$ $$ $$ $$ $$ $$ $$ $$ Corporate Development Program, 2010 $$
<ul><li>Partnerships with NPO’s </li></ul><ul><li>Focus is on point/percentage-of-sale </li></ul><ul><li>Expand beyond Eas...
Your Next Steps <ul><li>Start a cause marketing program </li></ul><ul><li>Leverage your vendors </li></ul><ul><li>Mashup w...
<ul><li>Joe Waters </li></ul><ul><li>Director, Cause Marketing </li></ul><ul><li>Boston Medical Center </li></ul><ul><li>6...
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HospCorpDev 060210

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HospCorpDev 060210

  1. 1. Hospital Corporate Development Summit BMC’s Approach to Corporate Development Presented by Joe Waters Director, Cause & Event Marketing Wednesday, June 2, 2010
  2. 2. Rules of the Road <ul><li>Put down your pens </li></ul><ul><li>Wherever you go [online], there I am: </li></ul><ul><ul><li>Selfishgiving.com </li></ul></ul><ul><ul><li>@joewaters </li></ul></ul><ul><li>Not about corporate giving, about corporate opportunity </li></ul>
  3. 3. FLW <ul><li>To share the background of BMC’s corporate development program so you can build your own with cause marketing as a cornerstone </li></ul><ul><li>~ </li></ul>
  4. 4. Boston Medical Center <ul><li>Private, not-for-profit hospital </li></ul><ul><li>575 licensed-beds </li></ul><ul><li>In-patient, clinical and diagnostic services </li></ul><ul><li>Nearly one million visits annually </li></ul><ul><li>Academic Medical Center affiliated with Boston University </li></ul>
  5. 5. But Very Different… <ul><li>Largest safety-net in New England </li></ul><ul><li>Programs make us different </li></ul><ul><li>Half of patients make < $20,000 year </li></ul><ul><li>Still seen as “Boston City Hospital” </li></ul><ul><li>Donors share ideals, not experiences </li></ul>
  6. 6. Govt. Grants Annual Fund Business Partners Employee Giving Foundations Events Corporate Sponsors Major Gifts Development 1998 - 2004
  7. 7. $$$ Branding Relationships Corporate Sponsorships Business Partners Cause Marketing Corporate Development Program, 2004
  8. 8. Foundations & Grants Major Gifts Corporate Development
  9. 9. Setting Stage for Success <ul><li>Buy-in from senior management </li></ul><ul><li>Cause marketing committee </li></ul><ul><li>Commitment of resources </li></ul><ul><li>Entrepreneurial spirit </li></ul><ul><li>Existing assets to get started </li></ul>
  10. 10. $$$ Branding Relationships Cause Marketing
  11. 11. What is cause marketing? <ul><li>A partnership between a nonprofit and </li></ul><ul><li>a for-profit for mutual profit </li></ul>
  12. 12. <ul><li>Percentage-of-Sale </li></ul><ul><li>Point-of-Sale </li></ul><ul><li>Licensing </li></ul><ul><li>Cause Promotion </li></ul><ul><li>Corporate Social Marketing </li></ul>Two Tactical Approaches
  13. 13. Percentage-of-Sale
  14. 14. Point-of-Sale
  15. 16. Cause Marketing Isn’t Philanthropy
  16. 17. Cause Marketing Isn’t Impossible for Ordinary Hospitals
  17. 18. Cause Marketing Isn’t Sponsorship
  18. 19. $$$ Branding Relationships Corporate Sponsorships
  19. 20. Why Companies Sponsor Events <ul><li>They care about you </li></ul><ul><li>They do business with you </li></ul><ul><li>You reach a key audience </li></ul><ul><li>You provide access </li></ul><ul><li>They like the halo </li></ul><ul><li>They need the visibility </li></ul>
  20. 21. Prospecting Circles Companies that you don’t know and are not current sponsors Companies that know you and are not current sponsors Companies that know you and are current sponsors
  21. 22. The Cause Marketing Twist <ul><li>Target retailers with foot traffic & locations </li></ul><ul><li>Sponsorship is free in exchange for access to real $$ (i.e. customers) </li></ul><ul><li>POS program means $$, publicity, participants & more sponsors! </li></ul><ul><li>Win-Win-Win </li></ul>
  22. 23. Halloween Town
  23. 24. $$$ Branding Relationships Business Partners
  24. 25. <ul><li>If you think you can, you can </li></ul><ul><li>Treat’em like partners, donors </li></ul><ul><li>Use for momentum, access and money </li></ul><ul><li>Target the ones that “get it” </li></ul><ul><li>Make friends with this person </li></ul>Business Partners
  25. 27. $$$ Branding Relationships Corporate Sponsorships Business Partners Cause Marketing Corporate Development Program, 2004
  26. 28. Cause Marketing Business Partners Sponsorships $$ $$ $$ $$ $$ $$ $$ $$ Corporate Development Program, 2010 $$
  27. 29. <ul><li>Partnerships with NPO’s </li></ul><ul><li>Focus is on point/percentage-of-sale </li></ul><ul><li>Expand beyond Eastern Mass </li></ul><ul><li>50% of something is better than 100% of nothing </li></ul>
  28. 30. Your Next Steps <ul><li>Start a cause marketing program </li></ul><ul><li>Leverage your vendors </li></ul><ul><li>Mashup with sponsorship </li></ul><ul><li>Work inside out </li></ul><ul><li>Get busy with social media </li></ul>
  29. 31. <ul><li>Joe Waters </li></ul><ul><li>Director, Cause Marketing </li></ul><ul><li>Boston Medical Center </li></ul><ul><li>617-414-5572 </li></ul><ul><li>Selfishgiving.com </li></ul><ul><li>@joewaters </li></ul>

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