How Non-Profits Create Win/Win Corporate Philanthropic Partnerships

1. AFP’s Rocky Mt. Philanthropy Institute
“The A-Ha”
Richard Abels
Abels Communication Company
September 28, 2012
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2. - OR -
Creating Win-Win
Corporate Partnerships
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3. Show of Hands
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4. WALL STREET JOURNAL
 US: world’s most generous contributor
 2% of GDP = Nearly 2x as UK
 BUT, must change how society thinks
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5. The A-Ha
 Positive Alignment Between
 Your organization and its needs
 Supporters, donors, community and…
corporations
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6. I Don’t Know Who You Are
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7. It All Starts With Goals
 Specific, Timely and Measured
 Why your mission is important
 How and who you help
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8. Goals → Audience(s)
 Who and How Many are they?
 Why are they?
 Where are they?
 How do you reach them?
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10. Goals + Audience → Msgs/Tools
 Meet their needs
 Why important to audience (not you)
 Advantages/niche
 Credibility/expertise
 Why audience should care
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11. Calls to Action
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12. Audiences & Messages
 Each Audience
 Primary Messages
 How to Reach Them
 Desired Call(s) to Action
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13. Audience/Message Matrix
Audience Primary Messages Reach Through Call to
Action
Existing and • You know and • Personal visits  Use us for
former clients count on us • Trade shows more work
• Experienced • Conferences
people to handle • E-mail
complex projects • Direct Contact
• Jobs on time and • Case Histories
on budget • Firm Updates
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14. On to Philanthropy
 One element of the marketing mix
 Showcases product/company
 Engages employees
 Customer relevance
 Helps the community
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15. A Company’s Viewpoint
 Their needs and goals
AND
 Support the Communities they serve
Link Them and this is the A-Ha!
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16. The A-Ha
 Relevant for you and “donor”
 Makes Sense
 “I get it.”
 Logical Association
 Win-Win
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17. Not Just Cash
 Never enough
 Cash is not a differentiator
 Product/service as King
 Showcase and Integrate it
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18. One A-Ha
 Free Cell Calls for Rescue Mission
 Immediacy
 Had “moral” obligation
 Employee volunteer opp
 “Hi mom…I’m in Denver and I’m OK.”
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19. Other A-Ha Moments
 Floyd’s = Haircuts for homeless
 KVOD = Instruments for schools
 Hotels = Leftovers to food banks
 Nike = Financial education
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20. Showcase the Partnership
 Use product/service
 Integrate
 Publicize
 Recognize
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21. “Bad Form”
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22. Help Them Find the A-Ha
 Core benefits of your agency
 Those you serve
 Common threads
 What companies fit?
 Where does it make sense
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23. Programs Grow from One Idea
 Expand on single event
 Makes real difference
 Humanizes/showcases
 Engages
 Supports mission
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24. Companies = Donors
 Understand Their Needs
 Know Why Interested
 Talk to Them – Not to Yourself
 Treat same as large donor
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25. Conclusion
 Look thru Eyes of Audience(s)
 Understand Needs &Goals
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26. Calls to Action
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27. The A-Ha
 Relevant for you and “donor”
 Makes Sense
 “I get it.”
 Logical Link
 Win-Win
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28. Help Eradicate “Bad Form”
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29. Your Original Challenges
 Did this address some of them
 Are they any gaps
 What else should you be expecting
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30. WSJ Article
 “Why Can’t We Sell Charity Like We
Sell Perfume?”
 Happy to Provide WSJ Article
 Give Me Your Card At Conclusion
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31. Questions?
Richard Abels
Abels Communication Company
(303) 779-6292 www.AbelsComm.com
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