Hospital Corporate Development Summit 2010, Chicago, IL. Speaker: Maureen Carlson, President, Caliber, LLC.

2. DefiningCorporateAlliances

3. DefiningCorporateAlliances

4. KeyAllianceAreas

5. MissionSupport&Advancement Outright giving that supports the mission and vision, many times enhanced by marketing the donation as a matching gift

6. CauseMarketing A relationship between a corporation and nonprofit that generates consumer-driven support for the hospital through various activation methods

7. EmployeeActivation Engaging employees in fundraising, volunteerism and championing of the cause

8. In-KindandEnhancement A budget-relieving or experience-enhancing donation that has the ability to generate incremental revenue, assist expense line items and/or increase brand awareness

9. Sponsorship Program, event or physical structure-related, typically a financial or in-kind donation in exchange for goods, services, experiences and/or visibility

10. CorporateChampion Utilizing corporate partners and sponsors as “champions” or “rainmakers” to open new doors to funding, partnerships and marketing services

11. IntegratedApproach

13. Feasibility 10 Are your development, hospital and Board leadership open to cause marketing and corporate alliances? Do you know in what context? 1 Are key physicians in key areas of expertise/department/pillars open to aligning their programs with corporate partners? 2 Do you have internal corporate leads you can access/approach for cause marketing and corporate alliances? Do you know in what context? 3

14. Feasibility 10 Are the medical department/pillars open to working together on cause marketing and corporate alliances? OR would any alignment have to be pillar-specific? 4 Do you have a strong regional brand or exceptional national research in key, consumer-friendly departments/pillars? 5 How well do key areas of development work together: major gift officers, direct mail, event production, sponsorship, marketing communications, PR? 6

15. Feasibility 10 Is development marketing and outreach separate from clinical marketing? If so, how well do they work together? 7 Do you have any event, advertising or human resources that can be leveraged in support of a cause marketing program? Do you know in what context? 8 Do you have the resources to devote someone or part of someone to creating a formal program and conducting outreach for the next 18 to 24 months? 9 Does your institution have the legal skill and/or resources to devote to supporting a formal corporate alliance program? 10

16. Who’sWinning

18. The Internal Process Board Support & Internal Champions Head of Development Head of Marketing Attorneys Physicians in Key Consumer Areas of Focus BreakingDown Silos Board Hospital Executive Leadership Diabetes Peds Heart Cancer

19. Structure

20. Integrated Approach Professional Committee

21. Tools and Resources

22. Positioning for Success

23. What Makes You Unique? Unique Selling Point(s)

25. Strategic Alliance Cycle

26. Strategic Alliance Cycle: Acquisition

27. Cultivating Leads Event Sponsor Physician Grateful Patients Agency Contacts

28. Cultivating Leads

29. Utilizing Your Assets

30. Utilizing Your Assets Cultivation Events or Programs Professional Advisory Group

31. Telling Your Story PHYSICIANS, RESEARCHERS & MEDICAL STAFF VOLUNTEERS CORPORATE PARTNERS FAMILIES & PATIENTS

33. Research.Find out what is currently going on with your target company, their industry and their competitors.

34. Listen. Know your product and its values/assets well and be ready to adapt to meet their goals.

36. Strategic Alliance Cycle: Optimization

37. Strategic Alliance Cycle: Retention

38. Measurement

39. Contact Information MaureenCarlson President Caliber Sales & Marketing www.calibersm.com mcarlson@calibersm.com@MCCaliber PhilipsMcCarty President Cause Innovation www.causeinnovation.com philips@causeinnovation.com @CauseInnovation