Creating Corporate Relationships That Fit
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Presentation by Elizabeth Engel and Laura Feldman for the 2012 Bridge Conference. Say NO to financial support?! In association fundraising, sometimes saying no to corporate funders is as important as saying yes to new revenue. But knowing how to determine when to say No is difficult when a company is offering your organization money, free stuff or both. Expert association fundraisers from the Children's Hospitals Association will share their guidelines, processes, and criteria for vetting corporate suitors to help you get to the happily ever after of corporate partnerships.
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Creating Corporate Relationships That Fit
- 1. Laura S. Feldman, Children’s Hospital Association Elizabeth Weaver Engel, M.A., CAE, Spark Consulting, LLC #bridgeconf
- 2. Director, Corporate Alliances, CEO & Chief Strategist Grants and Development Spark Consulting, LLC Children’s Hospital Association @ewengel @feldman1 #bridgeconf
- 3. The Children’s Hospital Association advances child health through innovations in the quality, cost and delivery of care. Founded 1968 Over 220 member children’s hospitals Over 20,000 active individual records #bridgeconf
- 6. Tailored relationships with national companies Mission driven and philanthropic Doing good while doing well #bridgeconf
- 7. Child and family centered Promote a child’s positive experience Enhance value for Association members #bridgeconf
- 8. Sponsorship Corporate Alliances Meetings Mission oriented Sales to hospitals Child centered Vendors Play and fun #bridgeconf
- 9. Corporation Association Access New resources Brand image Awareness CSR Brand development #bridgeconf
- 10. Guidelines Checklist Potential for growth Added value to association members #bridgeconf
- 11. In-Kind Product Donation Cash Grants Cause Marketing Opportunities Joint Product Development Licensing #bridgeconf
- 12. #bridgeconf
- 13. Company looking to go national with philanthropy Revived Foundation 2004 Introduction by Mattel Children’s Hospital/ UCLA Mattel and Association crafted programs together #bridgeconf
- 14. Perfect fit with PLAY and JOY Good metrics Value to members Value to Mattel #bridgeconf
- 15. Expand type and amount of support Work with funder on matching priorities Next great idea? #bridgeconf
- 16. Leverage Relationships Build Trust Ensure Good Fit Measure Impact #bridgeconf
- 17. Mattel facilitated Shine on Now Campaign (2010) Public Relations $300K + doll donations #bridgeconf
- 18. #bridgeconf
- 19. Recognize Good Brand Creative Stewardship Grow Relationship Be Patient #bridgeconf
- 20. Facilitated by Good 360 HR/ Employee Communications Video game donation Employee visits in operating locations #bridgeconf
- 21. Manage expectations Time commitment? Involve corporate side Maintain contacts #bridgeconf
- 22. In the beginning, there was In 2004, we got help from In 2006, we created guidelines, thanks to What’s the model? #bridgeconf
- 23. Annual Revenue Growth $700,000 60% $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 $0 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011.5 2012 #bridgeconf
- 24. Partnership Sponsorship Exhibiting Attendance Advertising Free options Lead generation #bridgeconf
- 25. #bridgeconf
- 26. #bridgeconf
- 27. Leverage your relationships Build trust Be patient Manage expectations Treat it like what it is: a relationship (not a transaction) ◦ Ask for a date before you ask them to marry you ◦ Has to meet the needs of both partners ◦ Communication is key ◦ Don’t be afraid to pick up the phone! #bridgeconf
- 28. Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! #bridgeconf
- 29. Laura S. Feldman Elizabeth Weaver Engel, M.A., CAE Director, Corporate CEO & Chief Strategist Alliances, Grants & Spark Consulting, LLC Development Children’s Hospital Association e: ewengel@getmespark.com w: getmespark.com e: lfeldman@nachri.org t: @ewengel li: www.linkedin.com/in/ewengel t: feldman1 p: 202.468.3478 p: 703.797.6015 #bridgeconf