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Corporate giving final


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This presentation will provide an overview of the basics of corporate giving and sponsorships, as well as insider tips on building a strong corporate giving/sponsorship program. The presenters will also discuss how corporate donors’ expectations have changed in a post-recession world, and what these changes/trends mean for corporate fundraising strategies.

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Corporate giving final

  1. 1. Corporate Sponsorships:Perspectives From BothSides of the TableHans VanDerSchaafPortland State UniversityDirector of Corporate and Foundation Relationshansv@pdx.eduAnthony PetchelOregon Museum of Science and IndustryDirector of
  2. 2. ObjectivesTrends in corporategivingNew tools in yourtoolbox
  3. 3. DefinitionsCorporate GivingCompany-Sponsored FoundationsCorporate Direct Giving ProgramsCorporate Sponsorships• Discovery/Qualification• Prospecting/prospect research• Cultivation• StewardshipMoves Management:
  4. 4. Changing expectations andtrends in corporate givingWhat has changed sincethe recession, in terms ofhow companies want tointeract with nonprofits, andhow nonprofits need tointeract with companies?
  5. 5. Source: Giving USA 2012 Executive SummerySources of Giving
  6. 6. How much should I focus onCorporate Giving?Where should your organizationfocus its fundraising efforts?What is normal for your sub-sector?Tip: Use corporate giving toleverage individual giving.
  7. 7. How is corporate giving distributed?Giving in Numbers, 2012 Edition, Committee Encouraging Corporate Philanthropy,
  8. 8. 2013 TrendsGive More71%Give Less2%Stay TheSame27%0%2012 Corporate Giving Survey
  9. 9. Changing expectations andtrends in corporate giving• Not all sectors have returnedCompanies are giving again, but growth will bemodestAverage gift size has increased, but companiesare giving to fewer nonprofitsDecisions are taking longer and need more leadtimeGiving is more focusedThe larger the gift, the more involved thecompany needs to be (i.e. having a board seat)
  10. 10. The Process of BuildingCorporate RelationshipsThe key to success:Building and maintaininglong-term relationshipswith your donors andpotential donors.
  11. 11. Prospecting/Discovery/QualificationCorporatePerspective• How docompanies like tobe approached?• What turns themoff?• Why won’t theyreturn my call. . .NonprofitPerspective• How do youfind/discoverpotential newdonors?
  12. 12. Who are the decisionmakers?TypicalDecisionMakersPresident/CEOSenior ManagersBoardMarketing/PR DirectorsCorporate Foundation/Giving Manager
  13. 13. Prospecting/DiscoveryScanning EventsStart in yourown backyardDon’t for getLinkedInLookingEverywhere
  14. 14. QualificationHow do you qualify?Prospect researchMeeting/conversation
  15. 15. Qualification: Initial MeetingCorporatePerspective• Do your homework!• Ask about thecompany first• Know how yourmission aligns withour company• Dress Appropriately• Be conscious oftheir timeNonprofit Perspective• Do your homework!• Ask open-endedquestions
  16. 16. Qualification: Initial MeetingDoNot•Ask for moneyon first visit•Comeunprepared•Forget tofollow-up
  17. 17. Understanding Corporate Needsand DesiresCorporate Perspective• Ask• But, do your homework first• Remember not all corporate isphilanthropic• Think outside the box• Know your audienceNonprofit Perspective• Ask (strategic) questions to discover:interests, connection point(s), decision-makingprocess, relationship, timing, priorities• Do extensive homework before ameeting/interaction
  18. 18. RelationshipBuilding/CultivationCorporate Perspective• Cultivation is anongoing process• Keep in contact, notjust when you needsomething• Give first• Be AuthenticNonprofit Perspective• Be Creative/ThinkOutside of the Box• Build a relationshipwith your organization- create multipleconnection points• Be present, but notoverbearing• Position your programand organizationalleaders for success
  19. 19. RelationshipBuilding/Cultivation• Donor tours• Volunteer opportunities• Introductions (such as tothe Board, othersponsors, etc.)• Check-ins (no ask)• Nominate for awards• Send articles of interestCultivationideas
  20. 20. RelationshipBuilding/CultivationTip:If you wantMoney, askfor Advice.If you wantAdvice, askfor Money.
  21. 21. Crafting the CaseCorporatePerspective• How does yourcase align with thecompany’spriorities?• Keep it simple• Appearancematters• Spend the moneyon marketingNonprofitPerspective• Short• Compelling: stories(heart) and data(mind)• Visually appealing
  22. 22. Solicitation StrategyCorporate Perspective• Do your homework• Ask for the rightamount• Lead time (60+days)• Don’t give too manychoices• Who will you ask• Who will be asking• ObjectionsNonprofit Perspective• What type of ask?• Event, gala, generalsupport, programsupport, etc.• How much will youask for?• Who will be involved?• What will be thetiming?• Who is youradvocate?
  23. 23. SolicitationThinking beyond Galas, GolfTournaments, Walks, etc.• Adopt a ______ for a year• Other events• Don’t forget in-kind• Bottom-line relieving• Employee giving campaigns• Corporate Day• Non-cash benefits
  24. 24. The ProposalKey Elements• Professional look• Compelling description of event/opportunity• How will the partnership benefit thecompany• Specific benefits they will receive• Audience demographics• A specific dollar amount• Concise• Exclusivity?
  25. 25. The ProposalYou should have a variety ofsolicitation materials at your disposal:• One paragraph description• One page fact sheet• Full proposal (3-5 pages)• Cover letter• Response form (if needed)Other materials: annualreport, 990, IRS letters, press kit, etc.
  26. 26. Solicitation- “The Ask”Corporate Perspective• Clear meeting purpose• Appearance matters• Dress the part• Written proposal• Don’t over sell• Know the decision processand timing• Practice giving the pitch• Have answers for objections• Be open to customization• Keep it short and conscious• Be gracious if the answer isNoNonprofit Perspective• Can happen in person(best) and/or in writing• Set up the meeting forsuccess - they should knowyou plan to pitch• Bring the right people• Script the meeting• Don’t do all (or even most)of the talking• Pause when you’re finishedand give them space torespond• Clarify next steps• Follow up!
  27. 27. Solicitation: TipsKnow before you ask• Who- does the Asking?• What- are you asking for?• Where- are you asking?• When- are you asking?• How- much are you asking for?
  28. 28. The “Yes"Congratulations!You secured thesponsorship!Now what?SponsorshipAgreementFollow-throughFollow-upRepeat
  29. 29. The Sponsorship AgreementEvery sponsorship shouldhave an agreement• Formalizes conversation• Keeps both parties on the samepage• Clarifies roles, responsibilities, anddeadlines• Clear deliverables
  30. 30. The 4 faces of “NO”• To this project, but perhapsanotherno• Not now, but perhaps laterno• To the amount asked forno• Forever: the real NONO
  31. 31. Pet PeevesErrors (Spelling, logos, copy, etc.)Last minute requestsUnprofessional appearanceOverselling impressions (quality vs. quantity)No value to companyNot doing your homeworkNot thankingTaking company for granted
  32. 32. The cycle never endsDiscovery &QualificationProspecting& ProspectResearchCultivationStewardship
  33. 33. StewardshipCorporate Perspective• Did we mention follow-up?• Recognition andAcknowledgment• Post-event review (noask)• Formal report• Make sure you fulfilledyour end of the agreement• Keep in contact all year• Remember: the cyclenever ends• Send hand written thankyou noteNonprofit Perspective• Follow-up and morefollow-up, particularly forevents• What was the ROI?• How can you be creativein your stewardship?• Be timely and continuousin communication• Are they using all of theirbenefits?
  34. 34. Stewardship ideasDonor thank you eventNominate for awardsHelping them be successfulInvitation to special eventVolunteer opportunitiesConnecting with othersPress release highlighting sponsor/eventNewsletters articleSocial media tagsList in your annual report, donor wall, etc.
  35. 35. Recap• It’s about themMust bedonor-centric• Appearance mattersBeprofessional• It can take 3-5 yearsThink long-term• The cycle never stopsIt’s a yearround process
  36. 36. Questions
  37. 37. References & Resources