Presented at 2012 WVDO Regional Conference, Portland, Oregon

1. Seven Habits of Highly Effective
Corporate Relations Managers
WVDO CONFERENCE
MAY 17, 2012
PRESENTERS:
JANE MORRISON, OREGON HUMANE SOCIETY
CYNTHIA THOMPSON, MACDONALD CENTER

2. Introductions
Jane Morrison
Corporate Relations Manager
Oregon Humane Society
Cynthia Thompson
Director of Development and Marketing
Macdonald Center

3. Audience Questions & Index Cards
 How many years experience in fundraising?
 What is the size of your development shop?
INDEX CARDS
 Write down a particular challenge you are currently
facing in corporate giving
OR
 Write down a success you’d like to share on the index
cards.
We will pick out 2 or 3 at the end to discuss
(time permitting).

4. Presentation Overview
Research
Recognition
and Cultivation
Stewardship
Evaluation Solicitation

5. Habit #1: Put yourself in their
leather loathers
STEPHEN COVEY WOULD SAY
“SEEK FIRST TO UNDERSTAND, THEN
TO BE UNDERSTOOD”

6. Habit 1 in action
 Good Fit
 Act like a consultant
 Activation/Engagement
 Matchmaking
 Show them the value

10. Habit #2: Have a genuine interest
in people and the companies they
represent
STEPHEN COVEY WOULD SAY
“THINK WIN WIN”

11. Habit 2 in action
 Homework
 Research/Dig
 Speak Da Language (of their industry)
 Prospect Profile

12. COLUMBIA SPORTSWEAR
Home Page

13. COLUMBIA SPORTSWEAR
Bottom of Home Page
“Corporate Responsibility”

14. COLUMBIA SPORTSWEAR
“Corporate Responsibility” Page

15. MANTA Home Page
ENTER “NABISCO”

16. MANTA
SEARCH RESULTS
FOR “NABISCO”
All US divisions

17. MANTA
Factoids for
“NABISCO” in Portland OR

18. State of Oregon Business Registry
Home Page
Enter “Columbia Sportswear”

19. State of Oregon Business Registry
Results for “Columbia Sportswear”

20. State of Oregon Business Registry
Details for “Columbia Sportswear”

21. Continuation of Details for
“Columbia Sportswear”

22. Use Google Alerts to follow
targeted companies

23. Marketing Terminology
 Demographics  Experiential marketing
 B2B and B2C  Increasing revenue
 Employee satisfaction  Exposure
 Brand awareness  Impressions
 Relationship marketing  ROI

24. Prospect Questionnaire

26. Sample Prospect Profile
 Key employees (CEO, HR, Marketing, Corporate
Social Responsibility, Community Relations)
 Focus areas for charitable giving
 Existing partnerships
 New products
 Target audience
 Number of employees and locations
 Employee involvement/group or team projects
 Timeline/fiscal year

27. Habit #3: Be prepared with a
variety of communication materials
YOU CAN’T CLOSE THE DEAL, IF YOU
CAN’T TELL YOUR STORY IN A
VARIETY OF WAYS

28. Habit 3 in action
 Menu
 Templates
 Tailor
 Match language to their goals, ie marketing

33. Tailored Proposal – page 2

34. Habit #4: Be impeccable with
your word
STEPHEN COVEY WOULD SAY
“BEGIN WITH THE END IN MIND AND
BE PRINCIPLE CENTERED”

36. The Four Agreements
• Be Impeccable with your word
• Don’t take anything personally
• Don’t make assumptions (There are
three parts of the word assume.)
• Always do your best

37. Habit 4 in action
 Corporate relations is all about people – people give
to people
 Get to know as many people as possible within the
company
 Follow up and fulfill your promises = key tenets
 Cultivation and relationship building

38. Habit #5: Be pleasantly
persistent and take initiative
STEPHEN COVEY WOULD SAY
“BE PROACTIVE”

39. Habit 5 in action
 Use a variety of communication tools
 “They don’t call me back,” she whined.

40. Most Effective Methods of Communications
 One on One Meetings online solicitations
 Small group meetings or  Annual fundraisers or
parties large group events
 Telephone conversations  Mass mail/direct mail
 Personalized, hand- using videos
written letters  Mass mail/direct mail
 Personalized word  Grants
processed letters  Brochure distribution
 E-mail or text solicitation  Advertisements
 Web, blog and other

41. More on effective communication
 No whining

42. Habit #6: Be disciplined about
following a fund development cycle
STEPHEN COVEY WOULD SAY
“PARADIGMS OF INTERDEPENDENCE”

43. Habit 6 in action
Research
Recognition
and Cultivation
Stewardship
Evaluation Solicitation

44. Another development cycle

45. 20 ways to cultivate your corporate partner
 Communicate with your corporate donors
on a regular basis.

46.  Ask for their opinion/feedback
 Ask for their help – ongoing or ad hoc
 Make them feel special
 Look for ops for third party recognition
 Present them with a formal report in person,
review in person
 Referrals with a Heads Up

47.  Tell the world about their donation or
partnership – if they want you to
 Check presentations as a form of positive
reinforcement
 Networking and referrals go hand in hand
 Mix up your communication tools

48.  Ask them first before you recognize them
 Spotlight them in internal and external
communications
 Send articles of interest with post it notes
 Provide unique benefits
 Recognition items for display
 Foster new ideas for cultivation/relationship
building

49. Engage them as Volunteers
 Invite corporate representative to serve on a
committee
 Provide them with a list of volunteer opportunities
they can share with all employees
 Develop a corporate advisory board or committee
 Short term/ad hoc opportunities are great

50. Habit # 7: Take the time to
reflect and to find new ideas
STEPHEN COVEY WOULD SAY
“SHARPEN THE SAW”

51. Habit 7 in action
 Attend professional development workshops and
conferences
 Subscribe to newsletters and magazines
 Read the Portland Business Journal and Oregon
Business Magazine
 Read community blogs
 Read trade publications

52. Your Habits
TELL US YOUR HABITS FOR SUCCESS WITH
CORPORATE PARTNERS

53. Your Challenges
REVIEW 2-3 CASE STUDIES/GREATEST
CHALLENGES TODAY WITH SECURING
CORPORATE SUPPORT

54. Thank you!
FEEL FREE TO CONTACT US AFTER THE
PRESENTATION AND AFTER THE
CONFERENCE WITH ADDITIONAL QUESTIONS