![I Cultivating Corporate Nonprofit Partnerships the Right Way
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Cultivating Corporate Nonprofit Partnerships the Right Way
The document summarizes a webinar about cultivating corporate nonprofit partnerships. It provides an agenda for the webinar which includes speakers introducing various types of partnerships between corporations and nonprofits. The webinar discusses how to find the right partner, secure partnerships, and ways UniVoIP partners with nonprofits such as providing technology, promoting success stories, and volunteerism.
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Cultivating Corporate Nonprofit Partnerships the Right Way
- 1. 1 Nonprofit Webinar Series Thenext generation of communications. Cultivating Corporate Nonprofit Partnerships the Right way
- 2. I Cultivating CorporateNonprofit Partnerships the Right Way GoToWebinar Housekeeping: Attendee Participation To listen in: • Choose “Mic & Speakers” to use VoIP • Choose “Telephone” and dial using the information provided • Submit questions and comments via the Questions Panel • Polls will appear during the presentation, please answer accordingly • Survey to follow the conclusion of the presentation Note: Today’s presentation is being recorded and will be provided to you within a week. Your Participation
- 3. I Cultivating CorporateNonprofit Partnerships the Right Way GoToWebinar Housekeeping: Submitting your Questions • Please continue to submit your text questions and comments using the Questions Panel • Please raise your hand to be unmuted for verbal questions. For technical difficulties, please contact janine.germinario@univoip.com Your Participation
- 4. I Cultivating CorporateNonprofit Partnerships the Right Way LIVE Tweet The Webinar Please join the conversation on Twitter using this Hashtag: #UniWeb16
- 5. I Cultivating CorporateNonprofit Partnerships the Right Way Speakers Introduction Overview Types of Corporate Nonprofit Partnerships Finding The Right Partner Pitching Corporations Partnering with UniVoIP Q&A Webinar Agenda UniVoIP welcomes you!
- 6. I Cultivating CorporateNonprofit Partnerships the Right Way Industry Expert Speakers Founder of McPherson Strategies Serial connector Host of #CSRchat Advisor to startups & nonprofits Proud dog mom Susan McPherson Nonprofit Technology Expert & Mentor Business Development Manager Fostering long-term relationships between businesses and Nonprofits Jaren Balian
- 7. I Cultivating CorporateNonprofit Partnerships the Right Way The Corporate Nonprofit Partnership game has changed The relationships between businesses and nonprofits are evolving and becoming stronger. Today, we’re seeing all sorts of creative, mutually beneficial partnerships emerge out of different cultures, organizational capacities and motivations.
- 8. I Cultivating CorporateNonprofit Partnerships the Right Way The core benefits for corporations? Offering them the right kind of publicity to tout their social good. Creating a socially responsible reputation to bring in new customers. Increasing employee retention and engagement through philanthropic responsibility. Attacking essential problems that may increase their bottom line. Channeling their desire to help their community and make a difference.
- 9. I Cultivating CorporateNonprofit Partnerships the Right Way The growing motivation for nonprofits ? Increased donations through employee and customer fundraising. Customers and employees become long-term supporters. Leveraging corporate advertising budgets to gain exposure for the cause. Filling the nonprofit board with corporate executives and affluent influencers. A steady and stable source of income.
- 10. I Cultivating CorporateNonprofit Partnerships the Right Way POLL #1: Aside from external donors, how many employees would be willing to participate in your donation program? Join the conversation
- 11. I Cultivating CorporateNonprofit Partnerships the Right Way Types of Corporate Nonprofit Partnerships Partnerships are getting more creative. There’s no way to categorize or create a finite list, but let’s take a look at some of the more common types of sponsorships.
- 12. I Cultivating CorporateNonprofit Partnerships the Right Way Cause Marketing Definition: A marketing program from the company that your organization is the highlight of and beneficiary.
- 13. I Cultivating CorporateNonprofit Partnerships the Right Way Grants . Definition: When a company provides financial support to a nonprofit that aligns with the issues that company touches.
- 14. I Cultivating CorporateNonprofit Partnerships the Right Way Non-Cash Gifts . Definition: A company provides needed expertise, resources, and or products to further the mission of the nonprofit.
- 15. I Cultivating CorporateNonprofit Partnerships the Right Way Employee Advocacy and Giving . Definition: Payroll giving programs give nonprofits the opportunity to present their mission face to face with every employee of the company.
- 16. I Cultivating CorporateNonprofit Partnerships the Right Way Customer Giving and Advocacy . Definition: When businesses get their customers involved and give them the opportunity to donate to a cause at the cash register.
- 17. I Cultivating CorporateNonprofit Partnerships the Right Way Volunteerism and Skills Donation . Definition: When a company supplies a nonprofit with teams and participants who will fundraise and volunteer for events, or provide executives to volunteer on boards or committees.
- 18. I Cultivating CorporateNonprofit Partnerships the Right Way “Vendor With a Mission” . Definition: NGOs bring expertise in service delivery that allows them to carry out direct interventions with individuals or local organizations more efficiently than the private sector.
- 19. I Cultivating CorporateNonprofit Partnerships the Right Way Strategic Advisor . Definition: Content knowledge in such topics relevant to social responsibility gives NGOs the opportunity to customize solutions for specific issues.
- 20. I Cultivating CorporateNonprofit Partnerships the Right Way POLL #2: What type of Corporate Nonprofit Partnership is your organization most interested in? Join the conversation
- 21. I Cultivating CorporateNonprofit Partnerships the Right Way Finding the Right Partner Figure out WHO you want to partner with. Finding the right corporate partnership for your organization that is mutually beneficial for both parties is no easy task.
- 22. I Cultivating CorporateNonprofit Partnerships the Right Way Step One: Create a Prospect List What kind of business would care about your cause? Research previous partnerships the business of interest has taken part in. Find out whose audience aligns with your target demographic. Figure out what type of business would NEED you the most right now.
- 23. I Cultivating CorporateNonprofit Partnerships the Right Way Step Two: Vet That List Determine the financial health of the business. Understand if their values align with your organization’s. Establish whether or not there are any potential conflicts. Take a look at the Better Business Bureau rating. Find out if the business has workforce issues or challenges.
- 24. I Cultivating CorporateNonprofit Partnerships the Right Way Step Three: Find Your Way In Research the company contacts on LinkedIn and see how you’re connected. Go to events you know the person is attending. Engage with the company executives on social media – ex: Twitter chats. Showcase your experiences and share your successes through your networks. Image via Ideal.com
- 25. I Cultivating CorporateNonprofit Partnerships the Right Way POLL #3: What type of event or conference does your organization attend for networking purposes? Join the conversation
- 26. I Cultivating CorporateNonprofit Partnerships the Right Way Securing the Partnership Securing the partnership the RIGHT way. After doing research, determining who you want to partner with and making efforts to connect with the potential business, it’s time to secure that partnership.
- 27. I Cultivating CorporateNonprofit Partnerships the Right Way Have a Clear Value Proposition NO! Don’t just approach with moral imperative for the cause. YES! Explain how working together will help the corporation. YES! Show the value of the partnership from the brand’s perspective. YES! Define resources needed for sustainability, cause marketing and/or foundation work for them.
- 28. I Cultivating CorporateNonprofit Partnerships the Right Way Be Prepared for Questions – Have Materials Ready How do you achieve your mission? Internal benchmarks for success? Number of supporters, donors, followers, etc.? How involved is the board of directors? How do you set goals? How do you measure results? How will you promote the partnership?
- 29. I Cultivating CorporateNonprofit Partnerships the Right Way Get Third Party Validation From Your Network Other partners Board members Volunteers Those that benefit Media Employees
- 30. I Cultivating CorporateNonprofit Partnerships the Right Way POLL #4: Who handles Corporate Nonprofit Partnerships at your organization? Join the conversation
- 31. I Cultivating CorporateNonprofit Partnerships the Right Way Partnering for the Greater Good How UniVoIP Partners with Nonprofits Providing Technology - Red Cross Telethon Success Story Promotions – Hire Heroes USA Event Sponsorships – RadNet’s Cancer Research Collaboration Combining Resources– Florida Association of Nonprofits Volunteerism – Meals on Wheels
- 32. I Cultivating CorporateNonprofit Partnerships the Right Way Communication Assistance Program [Cost Saving Measure] Complimentary VoIP Phones unifying all communications - email, fax, desk phones, cell phones - while lowering cost. Our Mission: Educate and help Nonprofits understand the benefits of a good communication infrastructure. Assess your organization’s needs. Customize a true VoIP phone solution based on your organization’s mission, audience, type, size, location, requirements, etc. Provide complimentary support and training – no in-house IT resources needed - during and post installation. US-based 24/7 IT customer service and emergency assistance
- 33. I Cultivating CorporateNonprofit Partnerships the Right Way POLL #5: Are you interested to find out how several US-based nonprofits are saving on communication cost? Join the conversation
- 34. I Cultivating CorporateNonprofit Partnerships the Right Way susan@mcpstrategies.com @susanmcp1 Jaren.Balian@UniVoIP.com 310.356.4803 Q&As @univoippbx Facebook.com/univoip Linkedin.com/company/univoip
Editor's Notes
- #3 Acquaint your Attendees with what they see on their screen. To the left is the GoToWebinar Viewer through which they see the presentation. To the right is the GoToWebinar control panel where they can raise their hand, ask questions and select audio mode. Note: The attendee control panel will collapse automatically when not in use by an Attendee. To keep it open, Attendees can click the “View” menu and uncheck “Auto-hide Control Panel”. Give Attendees a closer look at the control panel and how they can participate. Text may be adjusted to suit your event needs. Note: Hand Raising is disabled (see slide 6) Tip: Add animations to the “call outs” using PowerPoint features to provide step by step instructions.
- #4 Remind Attendees how to ask questions and provide “more info” or support contact. Text may be adjusted to suit your event needs. Note: Hand Raising is enabled (see slide 4) Visit the “Options” menu in the Organizer control panel a check to allow attendees to Raise Hands.
- #5 Something like this: “We would also like you to join in on today’s twitter chat. Please LIVE tweet the webinar using the hashtag UniWeb to share your thoughts, comments and questions with regards to anything you hear in this webinar. We look forward to chatting with you.
- #8 It used to be that the relationship between a business and a nonprofit had a strict division: The company handed you a check and you plastered their logo all over your event in return. That was it. But that’s all changed. Businesses and nonprofits have different cultures, organizational capacities, motivations, and purposes. But today, we’re seeing all sorts of creative, mutually beneficial partnerships emerge.
- #9 Publicity. For a business, the best good is a known good. When connected to an active nonprofit partner there can be many more opportunities to tout their corporate good. New customers. According to an AFLAC survey 81% of consumers are likely to purchase from a company with active philanthropic efforts. Consumers feel good about buying from companies that do good. New employees. According to the AFLAC survey, 82% of Millennials are likely to seek employment at companies recognized as responsible. And most employees are more likely to stay at a company that values philanthropy. Employee and customer engagement. Companies are finding that engaging with employees and customers through philanthropy can develop strong bonds to their brand. Results. Companies form a partnership with nonprofits to be socially responsible and attack problems. Many times solving these problems are essential to their bottom line. Coke supports clean water initiatives in third world-countries and also needs clean water to make its product, so everybody benefits. Channel to practice values: Many companies have social good baked into DNA and want to support local communities, but need help
- #10 Publicity. For a business, the best good is a known good. When connected to an active nonprofit partner there can be many more opportunities to tout their corporate good. New customers. According to an AFLAC survey 81% of consumers are likely to purchase from a company with active philanthropic efforts. Consumers feel good about buying from companies that do good. New employees. According to the AFLAC survey, 82% of Millennials are likely to seek employment at companies recognized as responsible. And most employees are more likely to stay at a company that values philanthropy. Employee and customer engagement. Companies are finding that engaging with employees and customers through philanthropy can develop strong bonds to their brand. Results. Companies form a partnership with nonprofits to be socially responsible and attack problems. Many times solving these problems are essential to their bottom line. Coke supports clean water initiatives in third world-countries and also needs clean water to make its product, so everybody benefits. Channel to practice values: Many companies have social good baked into DNA and want to support local communities, but need help
- #12 These partnerships are getting more and more creative – there’s no one way to categorize or a finite list, but these are some of the more common ones we see – and the trends that go along with them.
- #13 Cause marketing This isn't a charitable contribution, but a marketing program from the company that your organization is the highlight of and beneficiary of. A good example is all the products you see with a pink ribbon. The nonprofit gains awareness and a percentage of sales. The company typically attracts new customers that want to support the cause. A creative example is Elizabeth Arden’s PintItToGiveIt campaign, which engaged audiences on social media - The cosmetics line Elizabeth Arden and the Look Good Feel Better campaign teamed up to bring “Pin it to Give It” – a campaign to donate eyeliner to women with cancer through Pinterest. “Pin it to Give It” is a good social media cause marketing campaign because its target audience aligns with the main demographics of the site it uses – Pinterest users are mostly female, and Look Good Feel Better benefits females. The inspirational message behind the cause is one that many Pinners can understand – sometimes, feeling beautiful on the outside also makes you feel beautiful on the inside.
- #14 A company can provide financial support to a nonprofit – now more than ever, companies are looking to give grants to nonprofits that align with the issues that company touches, locally or globally. Example of Tiffany (elaborate based on experience): From Pew’s Global Ocean Legacy to Friends of the High Line to Trout Unlimited, the Foundation’s grants have helped empower organizations to protect our most precious resources, create incredible urban spaces and ensure responsible mining. You can apply for grants via company foundation’s websites – but best bet is to always have the in-person connection.
- #15 A company can provide needed expertise or products to further the mission of the nonprofit. Think about the product a company makes and how it can be used or recycled to help a nonprofit solve a problem. Or, think about expertise or services a company can offer – like a pro-bono law firm or PR firm. For example, Hill Holliday worked with Partnership for a Drugfree America to create the “Who controls you?” multimedia campaign probono.
- #16 With payroll giving programs you may have the opportunity to present your mission face to face with every person in a company. While $2 or $5 monthly from an individual may not seem like much, it really adds up if half the staff is giving. If the corporation already has a giving program with another organization, ask them to consider your organization as an alternative nonprofit to give to. This can also be about having employees take an action or get educated in addition to raising money – explain example of Intel and Girl Rising/employee screening and activation to give. Intel employees have been directly engaged in more than 100 events around the world, including screenings and volunteer events, with more than 200 employees hosting independent screenings through Gathr in their local communities. This high level of engagement has helped support Intel’s wider diversity goals as well as employee retention and recruitment, especially among women and millennials.
- #17 With payroll giving programs you may have the opportunity to present your mission face to face with every person in a company. While $2 or $5 monthly from an individual may not seem like much, it really adds up if half the staff is giving. If the corporation already has a giving program with another organization, ask them to consider your organization as an alternative nonprofit to give to. This can also be about having employees take an action or get educated in addition to raising money – explain example of Intel and Girl Rising/employee screening and activation to give. Intel employees have been directly engaged in more than 100 events around the world, including screenings and volunteer events, with more than 200 employees hosting independent screenings through Gathr in their local communities. This high level of engagement has helped support Intel’s wider diversity goals as well as employee retention and recruitment, especially among women and millennials.
- #18 Generally an alliance with a company means they'll supply you with teams and participants who will fundraise for events, day-of-event volunteers, executive volunteers for boards or committees and program volunteers. If the company does the recruitment, you get back some precious staff hours that you can apply elsewhere. The latest trend here is skills-based volunteering, so you get expertise from a company that directly supports your nonprofit’s mission. Example: Girls Who Code, a new, New York-based initiative designed to help teach girls how to code so that they can pursue careers in technology and engineering. Twitter partnered with the company and sent engineers to spend time with the young women teaching and mentoring.
- #19 This definition comes from the Guardian. Vendor with a Mission: NGOs bring expertise in service delivery that allows them to carry out direct interventions with individuals or local organizations more efficiently than the private sector. Working with companies such as Nespresso,TechnoServe offers training and capacity building to coffee farmers in East Africa that helps the company maintain the quality and consistency of its supply chain and increases the income of local farmers at the same time. Corporations and NGOs need to jointly identify such common goals and activities that guide NGOs to expand products or services on behalf of companies while still allowing NGOs to stay true to their mission of social impact.
- #20 Content knowledge in such topics as climate change, financial access and last mile delivery gives NGOs an advantage in assessing community needs, understanding policy implications and identifying customized solutions for specific contexts. Combined with the efficiency, resources and discipline of the private sector, NGOs can create new and innovative tools that can benefit not only corporate partners, but the industry as a whole. The World Wildlife Fund has helped Coca-Cola develop models and create a framework to evaluate tradeoffs between conserving biodiversity and minimizing costs. The partnership has resulted in improved ecological health of seven of the world's most important freshwater basins while improving Coca-Cola's water efficiency by more than 20%.
- #22 You know why partnerships are beneficial to both parties and have seen examples of some of the most innovative and interesting partnerships. The only thing left is to figure out WHO you want to partner with. It’s no easy task.
- #23 Before nonprofits start going after partners, they should do a good deal of research to figure out which companies they want to go after. And be picky! Think about things like: -What kind of company would care about the nonprofit’s cause? -What brands are a good match in terms of values, look and feel? -What kind of companies does the nonprofit absolutely not want to pursue? -Are there companies that have partnered with similar nonprofits in the past? - What type of companies would NEED you the most right now? Where can you fill a need? Do your research to figure out what kind of companies your nonprofit wants to work with and, as important, what kind of companies would be more likely to work with your nonprofit. Then create a list that you can use going forward.
- #24 Don’t go after just everybody on that list. Do your homework before you seek out an introduction and to narrow your list down. Is the business in good financial health? Is the business representative of a sector that is expanding or contracting? Does the business have core needs that a partnership with my organization will address? Does the business have a mission and values that are in line with my organization? Is the firm’s business line (the way they make money) in conflict with the mission of my organization? What is the businesses’ past hiring history with my organization’s target population and are there any obstacles that are insurmountable? Does the business have credibility on workforce issues? Are there any past or current business challenges driving the interest in partnership?
- #25 You can try the cold call but best bet is to rely on a connection – research the relevant company contacts on LinkedIn and see how you’re connected – don’t be shy about asking for an intro. Go to events you know the person is attending. Find ways to engage with the company/execs on social media, such as Twitter chats (mention #CSRchat). Explain your personal experiences connecting and some successes you’ve had through your networks.
- #28 In a perfect world, companies would be inspired to give nonprofits money because they believe in the moral imperative of their causes. And while many companies do genuinely care about the issues that their nonprofit partners support, there are other factors at play. Too many non-profits approach companies with their cause in mind, rather than explaining how working together will help the corporation. Before you even begin going after nonprofits, figure out how you will talk about your nonprofit in a way that stands out and clearly points to your value from the brand’s perspective. As more corporations commit resources to social impact work, they are being forced to define their sustainability, cause marketing or Foundation work in similar ways. Specificity on your part will help to clarify your alignment or provide that company with much need specificity.
- #29 -Be prepared to answer questions: Can you produce examples of how you achieve your mission? What are the internal benchmarks of your success of delivering on mission? How big is your supporter base in number of donors, number of followers, etc? How involved is your board of directors in guiding the organization? How will you set goals and measure results of the partnership? How will you promote the partnership? How will the relationship with your organization benefit their employees and customers? Materials: financial documents, annual reports.
- #30 Introduce them to those who benefit from your organization. This is often what seals the deal. It gives them a direct and emotional connection to the good you do. Meet with your board. This not only shows them how well run your organization is, but also makes it evident how well connected your organization is. Invite them to an event. If you do a walk, this is a great opportunity to show the size, enthusiasm and commitment of your supporter base. Remember that they look at your supporters as potential customers. It's also good to have them talk to your top fundraisers at an event. Not only can they impress a company with the number of dollars they’ve raised, but these evangelists for your organization will give great unsolicited testimony on your behalf. Rally existing employee support If you already have people within a company who support your organization, you have a foot in the door. Use those existing relationships to show management you're a good fit. Executives may be surprised to find that 20 of their employees are already participating in your walk as a corporate team.
- #32 How UniVoIP Partners with Nonprofits (((( The slide includes examples of our initiatives and Jaren – you can speak to what we did/do for those initiatives and how we expand all these initiatives to our customers )))) Providing Technology - Red Cross Telethon (teamed up with the Red Cross and celebrities to provide VoIP phones to host thousands of calls to raise money for Hurricane Sandy) Success Story Promotions – online advertisement (we showcase nonprofit’s on our website and promote their mission. We highlight their strengths and support their cause - we publish their story and promote them across our social media and marketing initiatives. We connect our for profit customers with our nonprofit customers) Event Sponsorships – cash, resource volunteer donations - UniVoIP proudly joined RadNet as a sponsor for the Cancer Research Collaboration's 2nd Annual Golf Tournament on September 28th. We are honored to support such a profound mission while helping to foster innovative efforts to prevent, diagnose and treat cancer every day. Combining Resources– Enriching the nonprofit community - teaming up with nonprofit management organizations like Florida Association of Nonprofits to help provide the nonprofit community with ample resources, the right tools, insights, trends, knowledge, technology etc.) Volunteerism – supporting our customers – our employees commit their time to helping our network of nonprofits. Some of our employees are committed to help out Meals on Wheels next.
- #33 Our Mission: To educate and help Nonprofits understand the value and benefit of a good communication infrastructure. Assessment of the organization’s needs. Customization of a VoIP phone solution based on the organization type, size, location, requirements, etc. Providing full support during system adoption and implementation Promising 24/7 on-premise IT customer service and emergency assistance
- #35 We’ve talked about tips and tricks for retention and upgrading donors. It really all comes down to the relationships. Now, let’s talk about questions you have and your ideas for retaining donors!