2015-03-31 Building Strong Corporate Partnerships

Thrive. Grow. Achieve.

Building Strong Corporate Partnerships Emily Rothberg – Emily Rothberg & Company Kyle LeBlanc – Share Our Strength

March 31, 2015

Building Strong Corporate Partnerships

Raffa Learning Community Session March 31, 2015

Emily Rothberg Kyle LeBlanc Principal Senior Manager, Corporate Partnerships Emily Rothberg & Company Share Our Strength

Session Overview

Welcome, Objectives & Introductions 10 min (9:00 - 9:10)

The Quality of Your Corporate Partnerships 10 min (9:10 - 9:20) Corporate View: CSR Drivers & Trends 15 min (9:20 – 9:35)

Nonprofit View: Tapping Your Assets 15 min (9:35 - 9:50) Activity: Maximizing Partnership Opportunities 15 min (9:50 - 10:05) Sharing Practices and Troubleshooting Challenges 30 min (10:05 - 10:35) Changing Our Conversations with Partners 10 min (10:35 – 10:45 Learnings and Takeaways 15 min (10:45 - 11:00)

2 Copyright 2014 Emily Rothberg

Corporate Partnerships: Your View

When it comes to working with the corporate sector ….

1. How would you rate the quality of your overall teaming partnerships?

2. What do you wish you understood about them better?

3. What do you wish they understood about you better?!

4. What do you wish companies would do less of, and instead do more of, as strong teaming partners?


Business 101: What Matters?

Business drivers

Stakeholder engagement

Corporate Citizenship

What matters to Business?

• Strategy • People & Operations • Capital • Transactions • Risk & Reporting

• Directors, managers, employees • Investors/creditors/shareholders • Buyers • Supply chain • Influencers • Governments • Communities/nonprofits

• Risk mitigation • Relationship building • Reputation and brand • Employee engagement


Corporate Citizenship Has Become Table Stakes

Triumph/Tyranny of Transparency • Social Media • Globalization • Stakeholder Accountability “Solution Revolution” Mindset • Vehicle-Agnostic • Sector-Agnostic Corporate-Nonprofit Partnership Drivers – Dot the I’s: • Impact (Stories & Data) • Integration (Across Business Enterprise) • Investment (Return on Investment/ROI)


Corporate Partnership Mindset is Evolving

Classic Approach Leading Approach • Charity • Investment

• Organizations • Issues

• Transaction • Relationship

• One-off/Isolated • Aligned/Integrated

• Reactive • Proactive

• Needs • Solutions (ROI/Accountability)

• Short Term • Long Term

• Assistance • Partnership/Engagement

• Values • Value Creation


Beyond Dollars: Employee Volunteerism


Company

Nonprofit

Mission Impact

Evolving Enlightened Approach

Corporate Partner

Nonprofit Partner

Integrated Partnership Traditional Philanthropy

Most companies are in between the two extremes, looking at Integrated Partnership models and determining how to get there.

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Example: Traditional Philanthropy+

Sample of No Kid Hungry Assets • Youth focused mission • Strong online platforms and

performance • Existing partnerships with

youth organizations • Existing partnerships with local

anti-hunger organizations

Scenario: As part of their STOP Hunger CSR platform, Sodexo Foundation wants to empower youth to take a leading role in the fight to end child hunger domestically.

Sample Objectives: • Empowering the next generation of workers in a way

that matches their CSR hunger focus • Having their good work on the radars of key audiences:

legislators, clients, employees, etc.

Sample of Collaborations • Generation No Kid Hungry website and social

platforms • Youth engagement integration into school-based

work (ex: MD breakfast access) • Youth Ambassador (college students) internship

program in states with local anti-hunger partners • Youth Ambassadors joined Sodexo Executives

on Capitol Hill for advocacy

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Example: Integrated Partnership-

Sample of No Kid Hungry Assets • Food-focused mission • Large segment of “foodie”

donors, followers, supporters • Strong chef supporter network

from long history of culinary events

Scenario: CB2 (a sub-banner of Crate & Barrel) wants to engage in cause marketing, around their cookware line, utilizing No Kid Hungry on account of the food genre overlap.

Sample Objectives: • Create memorable, experiential interactions

with customers in key markets • Cultivate chefs (powerful influencer network

for their products) as product advocates

Sample of Collaborations • “Creative Night” in-store culinary events in

key markets with all tables featuring CB2 tableware

• Featured well-known chefs and mixologists working with CB2 products

• Ticket price benefitted No Kid Hungry

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How Nonprofits Can Drive “New Philanthropy” Win-Win Partnerships

Understand the corporate partner’s objectives and

operations

Match-make and leverage assets for business value

and mission impact

• What does the company do?

• How do they do it?

• What are their challenges and opportunities?

• How can alignment with my nonprofit drive business, address challenges, or capitalize on opportunities?

• What company operations are advantageous to achieve an integrated partnership? (HINT: The more the merrier, and think beyond money!)

• What resources does my nonprofit bring to the equation that can help drive a win-win?

+

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What do we mean by objectives and assets?

Company assets appeal to nonprofits, but nonprofit assets

appeal to companies too!

• Mission • Geographic and/or

community impact • Special events • PR, advocacy • Donor and/or social networks • Influencer and/or industry

network • Existing partners (B2B)

In many cases, companies and nonprofits want the same things.

• Increase revenue • Achieve mission • Increase PR and visibility • Grow and/or engage network • Drive foot, web or social traffic • Build political and/or influencer

presence • Please stakeholders

Understand Objectives

Leverage Assets

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Activity: Partner Engagement Mapping


Challenges Stakeholders

Mission/Issues Assets

Nonprofit

Challenges Stakeholders

CSR Focus/Issues Assets

Business

Desired Outcomes

Integration Impact

= Opportunities

Now Future

Worksheet: Partner Engagement Mapping

Nonprofit Partner • Challenges: • Stakeholders: • Mission/Issues: • Assets: Business Partner • Challenges: • Stakeholders: • CSR Focus/Issues: • Assets: Desired Outcomes • Integration: • Impact: = Opportunities • Right Now: • Down the Road:


Appendix

Practical Dating Advice: How to Repel, Attract & Retain Corporate Partners

Copyright 2014 Emily Rothberg

How Do You Get Your Foot in the Door?

• Spew. . . Do not ramble on and tell me way more than I have any interest in knowing – I will MEGO* on you

• Spam . . . Do not put me on your e-mail distribution list, or send me multiple emails – I’ll add you to my Spam blocker

• Slaughter. . . Killing trees by sending me annual reports, large brochures, or unsolicited proposals – It won't get my attention

• Stalk. . . Know the lines between assertive, aggressive and annoying –I know it when I see it, and it doesn’t feel good.

• Slink. . . All requests eventually find their way back to my desk – In the end you can’t end run me

* My Eyes Glaze Over

DON’Ts


How Do You Get Your Foot in the Door?

• Know your Audience. . . Do your homework and know who funds what

• Associate. . . Network at events and with organizations where corporate philanthropy leaders and staff are likely to be involved

• Adapt and Allow. . . the relationship to develop. Be patient.

• Always be Succinct…Be on message, and listen

• Ask questions. . . So that we can get to know each other. It might even open up an opportunity to assist with one of our current challenges

• Be Authentic. . . Authenticity and transparency are key building blocks to a great relationship

DO’s


Now that the door is open...

• Be Succinct (it bears repeating): What need does your organization address and why?

• Be Up Front: About your organization’s short-term and long-term needs. Ask for what you really need (don't try to guess at what I'm thinking)

• Seek Diverse & Creative Opportunities to Engage with Us: Leverage ALL of our assets ($ and talent). We are more than just a sponsorship!

• Start slowly and Test the Waters: Remember this is just a first date!

• Be Patient: Trust-building takes time, and is a two-way street.

• Demonstrate Impact and Results: Use third-party validation especially where company's stakeholders are involved

• Be Good Stewards: Thank and recognize your supporters credibly!


Session Presenters

Emily Rothberg Principal Emily Rothberg & Company Emily helps companies leverage their assets (time, talent & treasure) to create measureable business value and compelling social impact. She has developed and executed best-practice corporate citizenship programs for Fortune 100 companies, while helping nonprofits successfully navigate the corporate philanthropy world. She most recently served as Corporate Citizenship leader, National Programs, Deloitte; District Manager, Public Relations, AT&T; and Manager, Executive Communications, Fannie Mae Foundation. Emily serves on the Foundation for Fairfax County Public Schools’ board; and ACT for Alexandria’s Advisory Board. [email protected] www.emilyrothberg.com On Twitter: @emilyrrothberg On LinkedIn

Kyle LeBlanc Senior Manager, Corporate Partnerships Share Our Strength Kyle works creatively and collaboratively with a range of corporate partners for the No Kid Hungry campaign – from Fortune 500 companies to national restaurant brands. Engineering customized and authentic activations, Kyle delivers win-win’s for both business and cause using traditional and new philanthropy models. In addition to corporate social responsibility and cause marketing, Kyle’s 10 years in the nonprofit industry span the grantmaking and voluntary health sectors, where she gained substantial experience in brand management, communications, nonprofit governance, special events, and foundation relations. [email protected] On LinkedIn

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THANK YOU FOR JOING US!

2015-03-31 Building Strong Corporate Partnerships

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