How charities can create partnerships with charities. Including why corporate partners matter. What companies want from charities. Corporate partnerships have evolved. Different types of partnership. Benefits of corporate partners. How to create corporate partnerships and eight tips on creating them

1. Corporate(Partnerships(
Masterclass(
(
Jonathan'Andrews'
26'February'2014'

2. Corporate(Partnerships(Masterclass(
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Why'corporate'partnerships'ma<er'
What'companies'want'from'chari>es'
Corporate'partnerships'have'evolved'
Different'types'of'partnership'
Benefits'of'corporate'partners'
How'to'create'corporate'partnerships'
Eight'>ps'on'crea>ng'partnerships'

4. What’s'your'experience'of'
crea>ng'partnerships'with'
companies?'

5. Why(corporate(partnerships(ma4er(
• Chari>es'have'world'
changing'goals'
• Companies'have'
significant'resources'
• Companies'can'gain'
huge'benefits'from'
partnering'with'chari>es'
Together(chari7es(and(companies(can(
change(the(world!((

6. What'do'companies'want'
from'their'charity'partners?'

7. What(companies(want(from(chari7es(
To'be'inspired'
Enthusias>c'and'hungry'
Professionalism'
Compelling'
opportuni>es'that'fit'
with'their'business'
• Real'business'benefits'
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8. Corporate(partnerships(have(evolved(
THEN!
!
!
!
!
MOTIVATION!
!
!
!
RESOURCES!
NOW!
Employee recruitment & retention!
Stakeholder Satisfaction!
“The right thing to do”!
!
Brand Loyalty!
Market expansion!
Increased Sales!
!
!
!
!
!
Money!
Money!
Volunteers!
Board Service!
Sponsorship!
Event Support!
Cause – Related Marketing!
Customer/ Employee fundraising!
Product or Services!
!
!
2005!
2013!

9. Different(types(of(corporate(partnerships(
Volunteering'
GiQRinRkind'
Company'dona>on'
Sponsorship'
CauseRrelated'marke>ng'
Employee'fundraising/
charity'of'the'year'
• Strategic'partnership'
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11. Benefits(of(corporate(partnerships(
Volunteers'
Strategic'advice'
Increased'profile'
Funds'to'change'more'
lives'
• New'opportuni>es'
•
•
•
•

12. How'would'you'create'
partnerships'with'
companies?'What'steps'
would'you'take?'

13. How(to(create(corporate(partnerships(
Clarify'
Priori>es'
Iden>fy'
Target'
Companies'
Develop'
Compelling'
Opportuni>es'
Engage'
Prospects'
Secure'
Corporate'
Partners'

14. Clarify(priori7es(
• So'you'develop'
partnerships'that'
deliver'for'your'charity'
• What’s'your'goal'for'
corporate'partnerships?'
• Your'big'reason'WHY'
• What'makes'you'
different?'
• Be'clear'on'your'values'

15. Iden7fy(prospects(
• So'you'get'the'partners'
you'want'
• Gives'you'greater'focus'
• Companies'that'fit'with'
your'charity'
• Where'you'have'
contacts'
• Can'make'a'meaningful'
contribu>on'

16. Develop(compelling(opportuni7es(
• You'have'huge'value'to'
offer'companies'
• Iden>fy'opportuni>es'that'
will'appeal'to'companies'
• Package'them'so'they'are'
inspiring,'crea>ve'and'
relevant'
• Provide'a'range'of'
opportuni>es'
• With'tangible'business'
benefits'

17. Engage(prospects(
• It’s'all'about'securing'
mee>ngs'
• BMW'Car'Salesmen'
• Use'referrals'&'
introduc>ons'
• Network'
• Engagement'events'
• “Open'hearts,'open'
minds,'open'cheque'
books”'

18. Secure(partners(
• Build'the'rela>onship'
• Pa>ent'persistence'
• Keep'on'inspiring'
them'
• Proposal'that'meets'
their'objec>ves'
• Nego>a>on'

19. Eight(7ps(on(crea7ng(corporate(partnerships(

20. 1.(Focus(on(prospects(where(there(is(a(good(fit(

21. 2.(Gain(inspira7on(from(other(partnerships(

22. 3.(Approach(them(with(a(great(opportunity(

23. 4.(Understand(your(audience(
“You’ve'got'to'get'good'insight.'If'it’s'Tesco'go'
and'buy'stuff'in'Tesco.'Go'and'talk'to'their'
staff.'Go'and'observe'their'customers.'Take'
that'>me'at'the'beginning,'because'if'you'
don’t'do'that'you’re'just'going'to'be'
regurgita>ng'the'same'stuff'as'every'other'
charity”
'
R'Lucy'Gower,'Innova>on'Director,'Clayton'Burne<'

24. 5.(Inspire(your(prospect(

25. 6.(Create(them(together(

26. 7.(Have(a(goal(that’s(more(than(just(money(
‘All'children'will'be'heard’'

27. 8.(Involve(the(whole(organisa7on(
“Some'people'play'at'corporate'partnerships.'
You’re'either'in'corporate'partnerships'or'not.'
You'have'to'have'CEO'and'trustees'buyRin.'
Everyone'needs'to'feel'really'proud'of'your'
partnerships.”'
'
–'Douglas'Rouse,'Director'of'Corporate'Partnerships,'
Save'the'Children'

28. Conclusion(
It'can'take'>me,'research,'
effort'and'bravery'to'create'
corporate'partnerships.'
'
But'the'significant'benefits'
they'deliver'make'them'
worthwhile.'

29. “We'need'to'master'the'art'of'
partnership'forming.”'
R Mike'Barry,'Head'of'Sustainable'Business,'Marks'&'Spencer'
'

30. Any(ques7ons?(
Free'download'of'my'report'at:'
www.remarkablepartnerships.com'