Leveraging Fundraising Event Sponsors to Build Long-Term Partnerships

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How Children's National Health System in Washington, DC, is leveraging sponsors from its $10.9 million Children's Ball through creative communications and stewardship strategies. Learn how the corporate, event, and communications teams worked together to engage donors in new and innovative ways to increase the event from $2 million to more than $10 million while carefully managing financial and staff resources.

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Leveraging Fundraising Event Sponsors to Build Long-Term Partnerships

  1. 1. Your Fundraising Event is the Beginning, Not the End: Leveraging Event Sponsors to Build Long-Term Partnerships The 2014 Children’s Ball Mark Miller and Julie Butler, Children’s National Health System
  2. 2. Children’s National Health System •  Founded  in  1870.   •  Only  freestanding  children’s   hospital  in  Washington,  DC   metropolitan  area.   •  Ranked  among  top   children’s  hospitals  in  every   specialty  area  measured  by   US  News  &  World  Report.   •  Raised  $56  million  in   philanthropy  in  FY14.  
  3. 3. Unrestricted Revenue •  Unrestricted  revenue  is   increasingly  important  to   close  the  gap  between   paNent  revenues  and   expenses.   •  Many  specialty  services  that   are  parNcularly  important  at   a  children’s  hospital  are  not   covered  by  insurance.   •  Important  sources  of   unrestricted  revenue   include  fundraising  events,   corporate  partnerships,  and   annual  giving  (online  and   mail).  
  4. 4. Donors  and  board   members  Bret  and  Amy   Baier,  with  their  sons  at   the  2013  Race  for  Every   Child,  which  raised  money   for  Children’s  NaNonal.  
  5. 5. Abeer  and  Yousef  Al  Otaiba,  UAE  Ambassador  to  the  United  States  
  6. 6. The  Baiers  and  Al  Otaibas,  grateful  families  and  co-­‐chairs  of  the  2014  Children’s  Ball  
  7. 7. Challenges •  How  do  we  meet  the  expectaNons  of  our  chairs,  commiee  members,  and   sponsors  while  managing  our  budget  and  staff  resources  to  maximize  our   net  revenue?   •  How  can  we  engage  new  sponsors  in  our  mission,  demonstrate  impact,   and  inspire  them  to  conNnue  their  involvement?   •  What  are  ways  we  can  begin  recogniNon  and  stewardship  immediately,   even  before  the  Ball?  
  8. 8. Sponsors  
  9. 9. What  We  Did   •  AcNvaNon  phone  calls  with  the  25  top  sponsors  -­‐-­‐  introduced  new  partners   to  our  mission,  and  learned  about  their  needs  and  expectaNons.   •  Follow-­‐up  calls  to  plan  external  communicaNons  together  (with  the   foundaNon’s  communicaNons  team  and  the  appropriate  representaNve  of   the  sponsor  –  usually  an  internal  PR  team  or  a  PR  agency).   •  Exclusive  dinner  with  the  co-­‐chairs  and  our  CEO  for  the  top  25  sponsors   one  month  before  the  event.   •  Signage  opportunity  for  top  donors  ($250,000  and  up).  
  10. 10. Sign  unveiling  for  execuNves  from  the  four  $250,000  corporate  sponsors,  with  Bret   Baier,  Ambassador  Al  Otaiba,  and  President  and  CEO  Dr.  Kurt  Newman.  
  11. 11. With  our  help,  ENhad  Airways   leveraged  its  sponsorship  to   include  the  unveiling  event,   and  their  “Flying  Nannies”  at   the  Ball  and  a  play  date  with   children  at  the  hospital.  
  12. 12. Communica4ons   •  Two  communicaNons  plans  –  US  and  UAE   •  Goal  was  to  build  buzz,  show  our  graNtude  to  co-­‐chairs  and  partners,  and   elevate  the  reputaNon  of  Children’s  NaNonal  as  a  charity.   •  In  UAE,  goal  was  to  leverage  the  ambassador’s  involvement  to   demonstrate  the  impact  of  our  longNme  partnership.   •  Plan  included  adverNsing,  media  outreach,  social  media,  and  on-­‐site   recogniNon.     13  
  13. 13. Capital  Business,  April  14   Washington  Post,  half  page,   April  11  
  14. 14. Washington  Life,  full  page,  May  2014  
  15. 15. Select Media and Online Coverage  
  16. 16. Feature  on  Amy  Baier  and  Abeer  Al   Otaiba  in  Washingtonian  Mom.   Full-­‐page  arNcle  in  ENhad  Airways’  in-­‐flight   magazine,  in  English  and  Arabic  
  17. 17. Editorial: “For parents of sick children, the partnership means they can obtain world-class care while staying where they ought to be – close to home, with the support of their wider families around them and making a scary process a little less intimidating. Sheikh Zayed would approve.”
  18. 18. Social  Media   33  million  impressions  
  19. 19. ExxonMobil  (85.5K  followers)   leveraged  the  Children’s  handle   and  sponsor  video  on  TwiFer.    
  20. 20. On-­‐Site  Recogni4on   •  PaNent  video:  The  Al  Otaibas’  story   •  Sponsor  thank-­‐you  video:  hp://bit.ly/sponsorvideo14  
  21. 21. Follow-­‐Up   •  Partnership  plan  for  every  sponsor   •  Impact  report   •  Customized  photo  books   •  Private,  tailored  tours  and  visits  
  22. 22. What  We  Learned   •  The  value  of  a  fundraising  event  is  not  just  in  the  dollars  raised  in  one   night,  but  in  the  rela5onships  and  engagement  it  can  inspire.     •  Don’t  underes5mate  the  passion  and  commitment  of  your  grateful   families.   •  Your  supporters  want  to  help  you.     •  Ask  what  your  partners  want.     •  Follow  up.    
  23. 23. Thanks!   Julie  Butler   Associate  Vice  President,  Corporate  and  Community  Giving   Children’s  Hospital  FoundaNon   Children’s  NaNonal  Health  System   jbutler@childrensnaNonal.org   301-­‐565-­‐8508   Mark  Miller   Associate  Vice  President,  CommunicaNons   Children’s  Hospital  FoundaNon   Children’s  NaNonal  Health  System   MRMiller@childrensnaNonal.org   301-­‐565-­‐8507  

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