2016 cause conference parker pike adding value to nonprofit proposals
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2016 cause conference parker pike adding value to nonprofit proposals
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2016 cause conference parker pike adding value to nonprofit proposals
- 1. #CauseSD ™ PARKER PIKE Adding Value to Nonprofit Proposals ™
- 2. 18th Annual San Diego AMA Cause Conference Everyone Stand up
- 3. #CauseSD ™ 18th Annual San Diego AMA Cause Conference Try something new May be uncomfortable Today...Think different
- 4. #CauseSD ™ 18th Annual San Diego AMA Cause Conference Are we talking about philanthropy?
- 5. #CauseSD ™ 18th Annual San Diego AMA Cause Conference Sponsorships Vs. Partnerships
- 6. #CauseSD ™ 18th Annual San Diego AMA Cause Conference Sponsorships Vs.
- 7. #CauseSD ™ 18th Annual San Diego AMA Cause Conference To help you today: 1. Show you WHY Corporate view 2. Show you HOW Handouts to take home
- 8. #CauseSD ™ 18th Annual San Diego AMA Cause Conference
- 9. #CauseSD ™ 18th Annual San Diego AMA Cause Conference • It’s what companies want • It’s what media want • It’s your way to differentiate your proposals from 1,000’s of others !
- 10. #CauseSD ™ 18th Annual San Diego AMA Cause Conference
- 11. #CauseSD ™ Return on Community Investment • Expected from corporate funders • Whether nonprofit or new business -- It’s still their money • Won’t consider funding without ROCI
- 12. #CauseSD ™ Cause Marketing…. Partnership Marketing…. •A Commercial relationship – 2 way •Marketing-based cooperative effort •Focus - profitability and competitive position for companies •Focus - increased awareness and funding for non-profit organizations.
- 13. #CauseSD ™ Why? Because it works ! •American Express •Statue of Liberty Renovation •Spent $14,000,000 in Advertising •Card usage up 26% •Powerful differentiator
- 14. #CauseSD ™ A New Normal •Increased competitive pressures •Unreliable government funding sources •Competition for funding getting more sophisticated •Considering new strategies
- 15. #CauseSD ™ Partnership Marketing… Good news • Nonprofits are desirable partners • Our partnership is worth money • Our partnership could build volunteer resources, reach new customers, support Employee Engagement....
- 16. #CauseSD ™ Corporate View Survey 10 San Diego Companies Mind blowing information!!!
- 17. #CauseSD ™ 2012 Corporate View Survey Please answer two questions regarding two proposals sent to your organization. The proposal is from ABC Nonprofit that does fit your giving guidelines.
- 18. #CauseSD ™ Corporate View Survey In both proposals, your financial support of $2,000 makes your organization the presenting sponsor at the nonprofit’s annual event supporting 400 high school students with needed technology resources for their classrooms.
- 19. #CauseSD ™ Participating companies •Barona •Luce Forward •Manpower Inc. •Stemedica •SDG&E •SD Business Journal •US Bank •Time Warner Cable (local & regional) •UPS Foundation
- 20. #CauseSD ™ Proposal 1 To thank you and recognize your organization’s support, we will provide the following: •Recognition in a promotional message - SD Business Journal. •Full page, color message in the event program. •Your logo on 4 main event banners. •Logo on nonprofit homepage of website for one month. •Inclusion of your promotional flyer - 1 direct member mailing Article and photo – your employees participating at event in eNewsletter. •Recognition in all materials, publicity and social media.
- 21. #CauseSD ™ Proposal 2 Description Reach Value • Recognition for company in the SD Business Journal, primary logo in ¼ pg. promo message. 45,000 readers $1,500 • Full page, color message - event program. 3,000 attend/mbrs 750 • Logo on 4 event banners. Banners 20’ long. 1,500 event attendees 250 • Logo on homepage - website for 1 month. 5,000 web visitor 1,000 • Inclusion of your flyer in 1 direct mailing to mbrs. 1,500 members 750 • Article/photo – your employees participating - eNewsltr. 1,500 members 500 • Recognition in all publicity. 100 media kits, logo on letterhead for 1 year, social media with 5 prtnrs. 25,000 viewers/readers 2,000 producing 20,000 views & clicks), guaranteed recognition with 2 local media partners. Totals 82,500 $6,750 Ask: $2,000 ROI for $2,000 investment approx. 3:1
- 22. #CauseSD ™ Corporate View Survey Which proposal do you think companies prefer? (First question on survey.) #1? #2?
- 23. #CauseSD ™ Corporate View Survey Results: •Preference for #1…… 1 company… (slight preference) •Preference for #2…… 9 companies… (5 greatly - 4 slight)
- 24. #CauseSD ™ 2012 Corporate View Survey Second Question for companies: ______% of proposals that you receive that provide some form of reach and/or value information?
- 25. #CauseSD ™ Corporate View Survey True Average of 10 companies: Only 11% provided reach/value Take out the highest score (50%) and lowest (0%)....average is: Only 8% provided reach/value .
- 26. #CauseSD ™ Which Means….. By following a few simple guidelines, your proposals can be… of all nonprofit proposals today in San Diego.
- 27. #CauseSD ™ Corporate comments... WARNING Please….for your safety and the safety of those around you….please remain seated during this next segment.
- 28. #CauseSD ™ Partnerships - Collaboration (New Math)
- 29. #CauseSD ™ Corporate comments... “Rarely do nonprofits offer any specific detail…which, of course, is helpful in determining whether or not the partnership is valuable.”
- 30. #CauseSD ™ Corporate comments “More often than not, proposals look like #1. However, when presented side by side, #2 seems like they are more responsible and have taken an active interest in researching before submitting their proposal.”
- 31. #CauseSD ™ Corporate comments “The more detailed the request…. the better.”
- 32. #CauseSD ™ Corporate comments “We get hit up for sponsorships like this multiple times per week. I’ve been with _______ for 12 years, and I don’t think I’ve ever seen a funding request that even attempts to quantify the ROI like option 2 does.”
- 33. #CauseSD ™ Corporate comments “We constantly evaluate proposals. Since we’re using advertising dollars, the reach and exposure is important.” “To be blunt, we’re still advertising— doing good is secondary!”
- 34. #CauseSD ™ Corporate comments “I greatly prefer #2. We want to see the ROI, and, more importantly, we want to know that the non-profit understands the corporate world enough to know that this ROI is valuable.
- 35. #CauseSD ™ Corporate comments I would say roughly about 10% of all our proposals come in like proposal #2, but they are the first ones we look at, and quite frankly, they get priority.
- 36. #CauseSD ™ The bottom line
- 37. #CauseSD ™ Companies are looking for...VALUE Financial dividends Social Dividends Employee Engagement Partnerships...not short term sponsorships
- 38. #CauseSD ™ ROCI (Investment) For companies Positive branding Change in consumer attitudes Employee benefits, perks Higher sales... new target audience Leveraged advertising Volunteer opportunities
- 39. #CauseSD ™ Benefits for Nonprofits Support fundraising &new sources Increase Volunteer base Increase membership/donor base Increase awareness & branding Create media partnerships Generate advertising, with no ad budget
- 40. #CauseSD ™ Nonprofit proposal evaluation •Receive 1,000’s of proposals •Strategic from company perspective •Evaluation based meeting company guidelines, not your needs.
- 41. #CauseSD ™ 12,300 nonprofits in SD •Have passionate talented people •Focused on a great mission Not relevant unless we can… •Help company meet it’s mission •Provide tangible benefits from community and business perspective
- 42. #CauseSD ™ SDAMA 18th Annual Cause Conference Low tech summary....It works !
- 43. #CauseSD ™ SDAMA 18th Annual Cause Conference
- 44. #CauseSD ™ SDAMA 18th Annual Cause Conference (Handout One....) Step One: Resource audit Are you ready...or not? Is your board on board?
- 45. #CauseSD ™ SDAMA 18th Annual Cause Conference (Handout Two....) Step Two: Reach & Valuation Worksheet Real numbers Estimated dollar value Is your board still on board?
- 46. #CauseSD ™ SDAMA 18th Annual Cause Conference (Handout Three....) Step Three: Reach...show them your impact Estimated CPM (advertising equivalency) ROI...show them your value !
- 47. #CauseSD ™ Valuation criteria Recognition in Your “Touch Points” •Newsletters (Hardcopy & e-newsletters) •Websites & social media •Offices, building & events •Media coverage - newspaper, magazine •Board….volunteers….staff
- 48. #CauseSD ™ Nonprofit Organization Assets Requesting financial support Resource Reach Value Direct Mail Website Events Total Ask: $10,000
- 49. #CauseSD ™ Nonprofit Organization Assets Requesting financial support Resource Reach Value Direct Mail Website 60,000 300,000 $3,000 $6,000 Events Total 300,000 660,000 $9,000 $18,000 Ask: $10,000 Leverage factor 2 to 1
- 50. #CauseSD ™ Resource Reach Media Direct Mail Website 60,000 300,000 $3,000 $6,000 Events Newspaper 300,000 1,000,000 $9,000 $8,000 Television Total 1,000,000 2,660,000 $15,000 $41,000 Ask $10,000 Leverage factor 4 to 1 Nonprofit Org.& Media Assets
- 51. #CauseSD ™ SDAMA 18th Annual Cause Conference To add more HOW.... I interviewed local corporate executives
- 52. #CauseSD ™ Here is what they said! What they would give in dollars $$$ for your ‘touch points.” Assumption...your organization matches corporate giving guidelines.
- 53. #CauseSD ™ San Diego Nonprofit Valuation Survey Methodology Email survey 12 San Diego communication agencies & companies Asked to provide estimates Ave. time 25 minutes to complete 5x longer than time to review proposals
- 54. #CauseSD ™ Trends... Newspapers & Magazines News stories 4 times more valuable than promotional space Space value…about 1/3 ad rates
- 55. #CauseSD ™ Trends... Television & Radio More value…longer the spot Radio slightly higher CPM “Live remotes” - very valuable
- 56. #CauseSD ™ Trends... Events & On-site Printed Program...high CPM Banners…higher than other outdoor VIP & Golf tix….face value
- 57. #CauseSD ™ Trends... Promotions & Product Ticket backs…valuable, direct Product sampling…2nd highest Product demo…strong + PR value
- 58. #CauseSD ™ Trends... Flyer Distribution Higher than other print methods High value when targets match
- 59. #CauseSD ™ Trends... Outdoor Advertising- Signage Low CPM, but huge reach Loved…or found worthless Good brand reminder strategy
- 60. #CauseSD ™ Trends... Nonprofit Resources Mobile vehicle…4x higher than traditional outdoor Homepage logo…ave. value
- 61. #CauseSD ™ Trends... Nonprofit Newsletters Printed & mailed...same value as e-newsletter Very high CPM
- 62. #CauseSD ™ Trends... Direct Mail Insert Highest value, highest CPM Compares to reg. direct mail in cost Highly targeted
- 63. #CauseSD ™ Trends... Recognition - “all event & program materials and news releases” Wide range of responses…low-high No ROI presented…worthless But still has ‘value’ with some people
- 64. #CauseSD ™ 18th Annual San Diego AMA Cause Conference Social Media Harder to understand-- variables Guidelines: Facebook: Share $14....Like $8 Twitter: Tweet $5.....Follow $2 Source: Cone Communications
- 65. #CauseSD ™ 18th Annual San Diego AMA Cause Conference
- 66. #CauseSD ™ Thank you Good Marketing Good Partnerships