#AFPCONGRESS

@snotforprofit

The average hotel receives roughly 400 donation requests per year

The average sports team gets triple that amount!

Corporate Sponsorships Survey

Research – Early 2018

“There's just never enough time. Wish I had started sooner.”

“Competition from higher profile or preferred type of hosts - hospital foundations, national or regional charities, international disaster response.”

“We are a tiny non-profit organization, and it's difficult to find time for relationship building.”

“The donations come in fasterthan I can keep track of.”

One of 486 comments … Was it YOU?

• Competition from other organizations (companies asked too frequently)

• No connection between company & our cause

• Lack of contact info – Who do I talk to?

• How to build effective prospect profiles and target the right corporate partners online.

• How match your events, volunteering opportunities, and fundraising projects to what employees tell their employers they want from their workplace experience.

• How to optimize your donation pages, fundraising content & CTAs to collect “hidden money”.

In today’s session …

•Two things to do right away

•Two things to do longer term

•One thing you’ll pshaw ….?

Three goals:

• Your donor’s corporate relationships

• Your organization’s corporate relationships

Corporations consistently say they look for three things in a charitable partnership:

• Alignment with mission/values• Opportunity for unique employee experiences • Your ability to show measureable results

• Employees want a say in how their donations are used

• Employees value experiences over objects

• Employees want to support causes that reflect their values

“It’s easy to engage Associates when they feel so strongly about Avon’s causes, and we make it easy for them to participate. They can see an immediate impact of their efforts.” – Avon Foundation

Rising trends in workplace giving

What corporations are thinking …

Millennial employees say they value “experiences over stuff”.

• Location

• Income level

• Event history

• Giving history

• Age

• Education

• Related interests

• Peer groups / Family

• Communications channel

• Location

• Workforce size

• CSR Mandate

• Giving / Volunteering History

• Resources to offer

• Headaches you can solve

1. Current engaged corporate partners

2. Companies your organization has connections to through donors, volunteers, staff

3. Companies who have a Corporate Social Responsibility (CSR) mandate that aligns with your organization’s mission

4. Companies who seek to partner with a large event

5. Companies who seek to engage with your target audience

Biography: Usually has a background in PR/marketing/ communications, found at global companies - typically Fortune 1000s, usually reports to a director/VP of another department

Job titles: Corporate Citizenship, Corporate Sustainability, Corporate Social Responsibility Manager/Coordinator/Director

Align corporate citizenship activities with the corporation’s business goals

Collect and publish the outcomes of those charitable investments.

Manage relationships between departments that do not necessarily have an interest in corporate citizenship.

Is most motivated in her job when she works on challenging projects that have an impact in her community.

Prove your impact

Biography: Female (76% of HR professionals/50% of execs), mid-point in career, background in business management, labour sciences or social sciences, often has graduate degree in HR or specialized certification, there’s usually 1 HR pro for every 100 employees at a company.

Job titles: Human Resources, Talent Acquisition, Human Capital, Employment Services, Training and Development, Recruitment & Retention Coordinator/Manager/Director/VP

Employee engagement and retention are top concerns.

Needs to build programs that satisfy current employees and attract top quality talent.

Prioritizes employee feedback over the objectives of the charities or causes her company supports.

Hears frequently that employees want flexibility in their giving options!

Benefit her employees

Make it simple to get involved

Make her the hero

Research ideas … ?

database.globalreporting.org

Adsoftheworld.com

- Less interested in traditional giving channels, wants to choose her charity

- Looking for opportunities to involve the company in charitable initiatives

- Previous major donor or event participant (top fundraiser?)

Cause-minded millennial at her

first job

HR or CSR Officer in big corp

Local Business Leader

Social Advertising + Prospect Research

• Acquire new corporate sponsors• Find new volunteers• Increase awareness with current sponsors• Increase media coverage

Where are we driving these folks?

Content ideas …

• Tell success stories around your events, your programs & your other partnerships

• Talk about the demographics of your supporters – their likes and dislikes

• As many photos & videos as possible!

“Whether or not your company has worked with a charity before, we’ll make it easy for you to get involved.”

Google Keyword Tools

• Craft emails employers can send to employees• Give them a branded donation form • Digital assets that are all about your cause!

• Your cause messaging / press releaseBite-sized versions too!

• Shareable photos or quotes!

• Infographics that tell your story: Canva.com, Easel.ly and Piktochart.com are good resources

• Take advantage of low-cost video tools: Facebook Live, Instagram Stories, Snapchat

• Use the right sizes for Facebook, Twitter, Instagram …

Grab a social media cheat sheet!

http://bit.ly/SMsizes

Always include your website URLhashtag, & social handles!

• Are you asking for something specific and unique?

• Does your ask serve your prospect’s needs?

• Can you tie your ask to one of your prospect’s organizational goals?

• Payroll giving• Corporate gift matching policies• Digital resource donation• Employee volunteering opportunities

If it can’t be measured,it can’t be managed

… Or approved!

• Video increases average website conversion rates on landing pages.

• Video increases engagement on blog posts.

• eCommerce sites integrating video have higher average order values.

• Your donor’s corporate relationships

• Your organization’s corporate relationships

65% of Fortune 500 companies offer matching gift programs!

The most common minimum amount that companies will match is $25.

Maximums typically go from $1,000-$15,000.

“The majority of companies match donations at a 1:1 ratio, although ratios can be set at anything from .5:1 ($.50 match on every dollar donated) to 4:1 ($4 match on every dollar donated)”. – Double the Donation

Folks just aren’t aware …

Donors add a name or search a database

Just seeing the option for a corporate gift match on donation forms results in a 71% increase in response and a 51% increase in the average donation amount! - The Chronicle of Philanthropy

Psychology … It matters!

8 – 10% of Canadian donors submitted corporate gift match info.

Average donation amounts – June 2017

•No Employer Gift Match: $59

•Employer Gift Match: $71

18% difference

• Boys and Girls Clubs / Youth Centres

• Food Banks and Pantries

• Health / Research

• Animal Rescue / Advocacy

• Community Foundations

Corporate Gift Matching – Top US Employers

Donation Count Donation AmountBank of America Bank of AmericaPfizer CVC GE General Electric GE General ElectricIBM IBMMetLife Microsoft CorporationRegions Financial Corporation Regions Financial CorporationT. Rowe Price Foundation, Inc. T. Rowe Price Foundation, Inc.TransPerfect TransPerfectVerizon Communications, Inc. Verizon Communications, Inc.Wells Fargo Wells Fargo

“Every time I send out a reminder, I get money in the door.”– Linda Stark, California Polytechnic State University, Matching Gift Specialist

• Research potential employers with a mission alignment close to your own.

• Create a “ideal employee profile” to use targeted CTAs (like social ads) to recruit corporate sponsors & volunteers.

• Build online content that speaks to CSR objectives and promises to deliver metrics at the end of the event.

• Offer the opportunity for donors to indicate a corporate gift match –And put follow up in your donor pipeline!

• Broaden your ask to include digital resources.

Claire.Kerr@FrontStream.com

#AFPcongress