Ed Business And Non Profit Partnership A7

Business and Non-Profit Partnerships Presented by Karen Sinotte 2009 OCASI Executive Directors Forum Program

• Discuss how Local Social Service Agencies can Partner with Private Sector to Push your Agenda .... ....to meet the Needs of New To Canada Immigrants and Canada’s Multi-Cultural Communities ... Together Nov 2, 2009 2

Session Outline • Introductions • Defining Partnership and Levels of Collaboration • Challenges to Partnership and 5 keys to Success • 6 steps to preparing a Partnership Proposal • A Sample Business Case • Getting Started – Making the Approach • Wrap Up Nov 2, 2009 3

Learning Objective • At the conclusion of this presentation the participant will be able to: – Maximize the opportunity for collaboration between Business and Non-Profits to drive social change Nov 2, 2009 4

Introductions • About Me: – Karen Sinotte, Principal CRM Consulting. A long time Board Member and/or Volunteer at several non-profit organizations serving New to Canada and immigrant communities, combined with 25 years of marketing experience on both sides of the partnership relationship. http://www.linkedin.com/in/karensinotte • tel: 647-340-1750 • E-mail: ksinottecrmconsulting@rogers.com Nov 2, 2009 5

PARTNERSHIPS – WHY NOW? Nov 2, 2009 6

Fundraisers’ Challenges • The non-profit sector is going through significant challenges – Decreasing and more restrictive government funding with more competition for smaller bucket – Increasing expectations for accountability – Accommodating increasing interest from business • The AFP’s State of Fundraising 2005 Survey indicates the following as the biggest challenges for fundraisers: – Increased competition for the charitable dollar (49.3%) – Staffing issues in the development office (41.6%) – Brand awareness of charity and mission (32.5%) – Problems with overall organization leadership, including board and volunteers (29.7%) 7

Why Businesses involve in Community • Almost 50% of all businesses include corporate social responsibility as part of their mission. • A Conference Board study on why businesses decide to be involved: – 19% of business leaders felt that bottom line considerations should drive business involvement, – 63% felt business and community benefits should drive involvement, – 28% felt that the community benefits alone warranted their involvement. • 2007 Study by Imagine Canada found 4 main reasons why businesses make donations to charitable causes: – Because it helped market the company’s brand – Because the success of the company depended upon having strong communities – Because of the need for a social license to operate – Because it improved the ability to recruit and retain employees Nov 2, 2009 8

Cross Cultural Communications Nov 2, 2009 9

Nine ways that people can differ culturally • Social values • Roles and status • Concepts of time • Concepts of personal space • Body language • Social behaviour and manners • Legal and ethical behaviour … Non-Profit and Business Cultures are very different too Nov 2, 2009 10

What’s in a Handshake • A handshake – it seems like a simple gesture – or is it? – A person from Finland, your handshake is firm, expressing your focus on the other person – A person from Middle East, a firm handshake is perceived as aggressive. – In other cultures, cross-gender handshakes are not appropriate. • Without realizing it, the best of intentions may create misunderstandings. Nov 2, 2009 11

An Illustration • What does this story say to you Nov 2, 2009 12

An Illustration • A disappointed salesman of a Cola drink returns from his Middle East assignment. A friend asked, “Why weren’t you successful in this part of world?” The salesman explained, “When I got posted in the Middle East , I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem I didn’t know Arabic. So, I planned to convey the message through three posters… First poster: A man lying in the hot desert sand…totally exhausted and fainting. Second poster: The man is drinking our Cola. Third poster: The man is now totally refreshed. And then these posters were pasted all over the place “Then that should have worked!” said the friend. “The hell it should had!? Said the salesman. I didn’t realize that Arabs read from right to left” http://marketingmirror.wordpress.com/category/multicultural-marketing/ Nov 2, 2009 13

God created us different so we would understand our need for each other. Desmond Tutu Nov 2, 2009 14

LET’S TALK PARTNERSHIP Nov 2, 2009 15

WIIF Businesses • There are many ways that Businesses - Large and Small - benefit from partnership with Non-Profits. • Lets discuss – Benefits – Contributions – Barriers Nov 2, 2009 16

WIIFM - Non-Profits • There are many ways that Non-Profits Benefit from partnership with Businesses – large and small • Lets discuss – Benefits – Contributions – Barriers Nov 2, 2009 17

All Partners Benefit • Business Sector • Not For Profit Sector • The Government • And Canadians • The opportunities for partnership are more likely to be achieved when we continue to focus on the shared customer Nov 2, 2009 18

Our Shared Agenda • Canada’s Diverse community is now the New Mainstream – 200+ ethnicities in Canada and as many languages – over 70% of all population growth in Canada comes from immigration – by 2017; one in five Canadians will be a visible minority– and as high as 50% in Toronto and Vancouver • A Recognition of the opportunity for community-based social services and businesses to collaborate – Shared interest to to service and market to the ethnic communities – beyond traditional sponsorship or financial contributions – a more strategic social responsibility partnership. Nov 2, 2009 19

Creating a Win-Win by Partnering To meet the Needs of Canada’s New Mainstream ↑access to prospective customers ↑ ability for targeted marketing ↑ understanding of the segment needs ↑ new markets ↑ Stronger Brand/Reputation ↑ creates alternative funding sources Businesses ↑More relevant products and services ↑ Greater inclusion ↑ Greater access to employment Canadians Not For Profit Government Organizations ↑ Greater inclusion ↑ Higher employment ↑service to client base ↑ access to client base ↑ access to alternative funding Nov 2, 2009 20

LEVELS OF COLLABORATION Nov 2, 2009 21

Summary: Levels of Collaboration • Businesses can add value at all stages. The more shared the goals, the more likely integrative. It is good to start small and grow. Philanthropic Transactional Integrative Description One time donation but otherwise Interaction intensified, operating staff Joint activities perceived as having major not very involved more involved for a period of time, no strategic value by both the business and the long term commitment non-profit organizations. Strong understanding of each others values, and involve exploration of new and expanded benefits for all parties. Defined Provide tangible resources in Exchange of resources through specific Formal processes and procedures are exchange for intangible benefits activities, sponsorship, licensing, developed to handle complex management (enhanced reputation or fulfilment service contracts, volunteer programs, requirements, and each organizations of desire to help others) cause related marketing. values and practices are often affected by the others. Staff involved Development volunteers Business operationalizing staff (product Engage top leadership and numerous staff Corporate contributions Staff development, marketing, HR, Finance) Non-profit staff from range of areas What are ??? ??? ??? Your Examples The More Strategic and impactful on social change Nov 2, 2009 22

Some Examples of Partnerships • Here are some great examples of successful partnership between non- profit and corporate: – Walmart – The Children’s Miracle Network – Subway – the American Heart Association – PepsiCo – Smart Spots with National Council of La Raza and National Urban League – Home Depot – KaBOOM – GSK and AstraZenca – with American Health Association and American Diabetes Association – Lowes- Habitat for Humanities – Kmart – the March of Dimes – YWCA “Eliminating Racism, Empowering Women” – American Heart Association “Search your Heart Sunday” through churches to read heart health and stroke prevention to communities of color – American Diabetes Association – Afro-American and Hispanic-Latino Program Nov 2, 2009 23

CHALLENGES TO COLLABORATION Nov 2, 2009 24

Challenges to Collaboration • Culture Clash • Internal Resistance • Power Imbalance • Ongoing Confrontation • Separate Goals • Relationship Maintenance • Language • Loss of Champion Nov 2, 2009 25

Challenges to Collaboration Challenge Tips to meet challenge Culture clash • Develop organizational competences to bridge cultures • Wait until plans are relatively concrete before inviting businesses to participate • Use “business case” language for proposals • Take time to understand each others environment, and compromise Internal • Be clear about what each side has to gain resistance • Share success stories regularly • Accept some differences – focus on common goals Power • Be sensitive to the inequities in money, resources and connections imbalance • Be clear on what you bring to table, • Insist of a relationship of mutual respect Ongoing • Strive for win-win strategies, only confrontation if no other option works. Confrontation Separate • Indentify mutual interests at the outset Goals • Be prepared to walk away if goals aren’t compatible Relationship • Be clear on resource commitments and don’t underestimate maintenance • Keep in regular contact, provide regular recognition • Communicate to your contact’s boss how you enjoy working with him/her Language • Understand assumptions and reflect that in your language Loss of a • Build deep bench champion • Build support a number of levels and a number of partners Adapted from : Connecting with the Business Sector to End Homelessness, Garry Loewen Nov 2, 2009 26

Five Keys to Success in involving the corporate sector in social change initiatives • Identify and motivate decision makers • Develop organizational competencies to bridge business and community • Mobilize business networks and build effective relationships • Engage stakeholders to influence public policy • Build scalable solutions Nov 2, 2009 27

GETTING STARTED: MAKING THE APPROACH Nov 2, 2009 28

6 Steps to Preparing a Proposal 1. Determine your approach 2. Clarify what you want the business to Contribute 3. Identify specific business gains 4. Anticipate how you can help business achieve its goals 5. Gather and Prepare evidence 6. Make the Approach Nov 2, 2009 29

6 Steps for Preparing a Proposal for Business 1. Determine 2. Clarify what 3. Indentify 4. Anticipate 5. Gather and 6. Make the your you want the specific business how you can prepare approach approach business to gains help business evidence contribute realize its goals • One Project • Finances Market Drivers • Specialized Provide concrete List of prospects • Menu of • Expertise •Location information evidence that • Based on options • Facilities •Customers about and similar initiatives association with your • Exploration • Advocacy •Market Suppliers connections to that have worked organization • Access to Value Drivers communities elsewhere. Evaluate Prospects (depending on Networks • Right thing to do • Community trust • Will they help level of • Employment • Social Mission • Conduit for • Case Studies achieve objectives collaboration) • Purchasing • Legacy to public funding • Stories • Shared audience (social community • Providing • Research • History of enterprise Compliance Drivers access to clients Reports community purchasing) • Regulation and markets • Agency involvement • Market or • Activism • Helping Experience • Company reputation Product • Negative Press aggregate • Other • Right time, capacity, Development Intangible Drivers demand priority • Other • Social issues • Provide new Prepare Script affecting business channels for Contact Prospects • Corporate image marketing • 0.5-6% letter (Per Ford Foundation) • 10-25% phone • 33-94% Face to Face Follow-Up Nov 2, 2009 30

THE FACTS FOR THE BUSINESS CASE Nov 2, 2009 31

GTA’s Diversity Nov 2, 2009 32

4 Different Ways to Define “Chinese” Visible Minority Home Language Immigrants Recent Immigrants Nov 2, 2009 33

Canadian Population is Changing • Increased diversity of Canadian Population – Aging: Baby Boomers – Aging of the population – Evolving: Role of Women – Engaging: the Next Generation – Millennials (GenY) AND... – Arriving: New to Canada immigrants – Cultural diversity • THE NEW MAINSTREAM that is rapidly challenging the old ways of communicating and marketing – soon it will be a necessity for companies to remain competitive. Nov 2, 2009 34

Its Headline News Canada has been the global destination for immigrants for decades. New immigrants contribute substantially to population growth and it is predicted that by 2030, they will be the sole source of that growth Nov 2, 2009 35

… and in all Languages • New Canadians are reading the same news but in their own languages Nov 2, 2009 36

Population Growth 2001 - 2017 Visible Minorities Projected 2017 Population by • Visible Minority Population Visible Minority Group (in 000) – Ontario = 57% • Chinese 2,217.2 – BC = 20% • South Asian 2,226.1 – Alberta = 8% – Quebec = 11% • Black 1,177.5 • Roughly 96% of all visible minorities will live in • Filipino 651.4 the 4 key provinces. • Arab 521.5 – One in three people in B.C will be visible • Latin American 397.6* minorities. • West Asian 352.6 – One in two people in the Toronto CMA will be visible minorities. • Korean 255.9 – More than 1 million South Asians will be living in Toronto by 2017. • *does not include mother tongue – 47% of visible minority population in Vancouver will be Chinese. – Largest groups in Montreal will be Blacks (27%) and Arabs (19%). Nov 2, 2009 37

Canada is Multilingual By 2017 there will be up to 9.04 million (or about 25%) Canadian residents that don’t speak English or French as their mother tongue. Across Canada, 100 different languages. The top 30 most spoken languages other than English and French. Nearly 60% of Italians stress that • Italian • Arabic • Ukrainian retaining their • Chinese • Tamil • Hungarian • Cantonese • Farsi • Hindi language is very • Spanish • Russian • Romanian important. The • German • Mandarin • Serbian number is even • Portuguese • Dutch • Croatian higher for other • Punjabi • Vietnamese • Bengali • Polish • Greek • Somali cultures like the • Tagalog • Gujarati • Macedonian Chinese and South • Urdu • Korean • Turkish Asians (Goldfarb Consultants) Source: StatCan, 2006. Census Nov 2, 2009 38

New Canadians From Many Different Countries Top Countries for immigration 7 same from 1996 to 2006 Citizen and Immigration, 2005 Nov 2, 2009 39

… and Country of Origin Mix is Changing Population Growth 2001 – 2017 Top Ethno-cultural Groups Fastest Growing Groups • Statistics Canada projects the West Asian, Korean and Arab groups to be the fastest Population Growth Rate growing between 2001 - 2017. During that 1) Chinese 1) West Asian period, the population of these groups is likely to double. 2) South Asian 2) Korean • These groups will grow at the following 3) Black 3) Arab rate: 4) Filipino 4) South Asian • West Asian = 150% 5) Arab 5) Filipino • Korean = 120% • Arab = 118% 6) Latin American 6) Chinese • By 2017 there will be as many as 8.5 million 7) West Asian 7) Latin American visible minorities living in Canada, which is an 8) South East 8) Black increase of 111% from 2001. The total Asian 9) South East immigrant population will reach 7.68 million 9) Korean Asian (22% of the Canadian population). • The South Asian and Chinese groups will be the largest totalling 3.2 – 4.4 million residents – with the black population reaching 1.1 million people, making it the third largest group. Nov 2, 2009 40

Better Lot in Life is Why they come 5 Reasons for Choosing Canada Statistics Canada Choosing Canada, 2001 98% report that coming to Canada was their first choice to better their lot in life. 90% of those who are eligible for citizenship have been naturalized. (*StatCan, 2008) Nov 2, 2009 41

Did you know... Nearly 80% of immigrants settle in Toronto, Vancouver, Montreal or Calgary – with a trend to moving more from deep urban to the bedroom communities outside of the downtown cores 87% of immigrants from the past 20 years are between 25-54 years old which are their prime working and purchasing years. This is the ideal consumer group*. “Economic immigrants” comprise two-thirds of new immigrants Immigrants will account for 100% of the labour force growth market by 2011 52% of immigrants purchased a home within 3 years of arrival Nov 2, 2009 *Source: Statistics Canada 2006 Business Case For Diversity 42

… and what’s more • The ethnic market in Canada is a wealthy one with a combined spending power of over $48 billion. The majority of all visible minorities live in Toronto, Vancouver, and Montreal. • It is clear that there is a considerable opportunity for growth. • Ethnic marketing can no longer be considered a niche market in an organization’s segmentation strategy. Nov 2, 2009 43

The Reality of Settlement isn’t always realized Inadequate funding to adequately serve needs of this community related to racism and language barriers among other things • Labour Market Integration – underemployed, unpaid, exploited • Basic Settlement Services – under-housed or homelessness • Health – access, fear, mental health • Language Our challenge in the sector is to assert the experience of immigrant and refugee communities in the areas of housing and homelessness and to assert its importance in the context of effective settlement. Nov 2, 2009 44

New Canadians • New Canadians are well educated – in fact more so than Canadian born citizens. Over half possess a degree which is more than double the national average of non-immigrants and even though immigrants account for 20% of the population they account for 50% of the PhDs in the country and 40% of the Master's Degrees. (StatCan, 2006) • Immigrants are more likely to study physical sciences, engineering or a trade vs. Canadian-born are more likely to study social sciences, education or arts. • They have large families and multiple household incomes which gives them buying power. • 53% of immigrants are female • They often have a high level of religiosity and as such often congregate at a church, mosque, or temple. The place of worship usually extends to a local network that then becomes a great source of information. Source: Diversity Media Services Nov 2, 2009 45

New Canadians • They are upwardly mobile and focused on acquisition of wealth - auto ownership, home ownership etc. On average they own their own home within 3 years of arriving. (StatCan, 2006) • Seek-out familiar brands • They are constantly on the hunt for information that helps them access positions, education and information that helps them succeed. Cultural community newspapers and websites are a primary resource for that information. • Newcomers Speak some English but when they acquire information quickly and easily, it is in their home language • 66% of immigrants prefer to speak a foreign language at home. Source: Diversity Media Services Nov 2, 2009 46

… and learning more every day • From your experiences: – What else we know about the New Mainstream? – How are they different – or the same – to the old mainstream? Nov 2, 2009 47

So what’s your case for support • So... to create a strategic partnership, with equal partnership between your organization and a potential business ....how would you position your case for support and partnership? Nov 2, 2009 48

Partnership Strategy • Even before you start contacting anyone make sure you – Outline the type of partnerships that you are looking for. – Ensure Organization (and Board) agreement on partnership guidelines. – Ensure you are able to evaluate prospective partners for shared values. Nov 2, 2009 51

Who to approach • What businesses in your community have shared interests • Prioritize based on “quality” of prospect. – Relationship – Capacity – Affinity • Build a team that understands the corporate culture (even if you have to hire it) • If you don’t ask, you don’t get. Nov 2, 2009 52

WRAP UP Nov 2, 2009 53

Wrap Up • What is the most significant take away from todays session? • Complete Feedback form for OCASI Nov 2, 2009 54

My Contact Information Thanks for your contributions today. Feel free to connect ... Karen Sinotte, Principal CRM Consulting. http://www.linkedin.com/in/karensinotte tel: 647-340-1750 E-mail: ksinottecrmconsulting@rogers.com Consider another seminar “8 tips for Marketing to the Ethnic Marketing Success” Nov 2, 2009 55

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Ed Business And Non Profit Partnership A7

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