Corporate Fundraising Toolkit
36
Aidan Stacey Head of Fundraising & Development
-
Upload
aidan-stacey -
Category
Business
-
view
889 -
download
0
description
A back to basics guide to prep, presentation and maintenance of Corporate fundraising
Transcript of Corporate Fundraising Toolkit
Aidan StaceyHead of Fundraising & Development
Hints & Advice On the key elements of any Corporate Fundraisers Toolkit
Content
Why me…?The Tool KitSummary
A brief introduction
18 years in Corporate Sales
A brief introduction
18 years in Corporate Sales
A brief introduction
Three key lessons learned
PREPARATION
PREPARATION
PREPARATION
The Tool Kit
Preparing to Plan
Preparing to Present
Preparing to Manage
The Tool Kit
Preparing to Plan
Preparing to Present
Preparing to Manage
Preparing to Plan
Why do we need more money?
Does your organisations strategic plan outline operational objectives which require funding above and beyond existing fundraising levels?
Do existing fundraising channels meet your needs?
When do we need the money?
Are you justifying your own job description
What do we need the money for…
Preparing to Plan
Strategic Plan Objectives
Operational Plan Objectives
Fundraising Plan – HOW MUCH? – FOR HOW LONG?
Cost BasePriority Projects = Priority FundraisingNew Projects
If you don’t have a link between the Strategic mission and the “ask” then it’s a…
Preparing to Plan
Preparing to Plan Example
IHF Strategic ObjectiveIncrease rate of survival from Heart attack &
stroke
IHF Operational ObjectiveTo Train 70,000 people in CPR each year
IHF Fundraising ObjectiveTo raise €750,000 to provide every transition year student with an individualised CPR training kit
Preparing to Plan
When do we need the money?
Most For Profit companies PLAN better than charities
Their plans are often 8-18 months ahead.
Budgets need to be early – do not underestimate the length of time from initial meeting to first payment
IHF Corporate partnership started on 14th March – agreed last week
Preparing to Plan
Sell the benefits of the Project NOT the Project
Benefits are easier to sell and understand
Benefits are easier to sell the closer to the “Mission” of the Organisation
Preparing to Plan Example
IHF ARE SELLING….
Preparing to Plan Summary
What do we need the money for?How much do we need?How long for?Start early!Sell the benefit!
The Tool Kit
Preparing to Plan
Preparing to Present
Preparing to Manage
Preparing to Present
Who might want to “buy” my project?How can I reach them?
How much will they be willing to pay?When do we need the money – how long have we got to prepare?When are decisions made?
Other considerations…What are the other products they could buy instead?What makes our product more attractive to buy?What added value can I offer?
Preparing to Present
Who might want to “buy” my project?
Target companies that may have an obvious or direct link with you cause – look for good “FIT”
Pedigree & Guide DogsCRH & Simon Communities
Are there barriers to certain companies?Irish Heart Foundation & Philip Morris
How many companies would we want /like involved?
Preparing to Present
Who might want to “buy” my project?
Draw up your target list and research those companies …IN DETAIL
What is their track record with other CharitiesDo they operate a Charity of the YearWhat kind of partnership do they considerAssess how much funding they have provided and “could” provideKnow when their decisions are madeKnow their decision criteria
TALK TO OTHER CHARITIES THAT HAVE DEALT WITH YOUR PROSPECT
Preparing to Present
Who might want to “buy” my project?Key Criteria for Corporate Partnerships
Strategic FitEmployee ParticipationCustomer Engagement
Type of PartnershipsOnce off Donation – Corporate PhilanthropyCause-related MarketingFundraising Event sponsorshipVolunteeringStaff fundraisingIn-kind
Preparing to Present
Who might want to “buy” my project?
CSR AWARDS CATEGORIES – Chambers President Award 2008 – 25th Sept 2008
Good Neighbour AwardResponsible Employer AwardMarket-place Customer AwardSupport Employee VolunteeringOverseas / Literacy Eco Business AwardsMost Innovative CSR
DOES MY PROJECT “FIT” ANY OF THESE CATEGORIES
Preparing to Present
How can I reach them?
ASK EVERYONE YOU KNOW DO THEY KNOW SOMEONE FROM THE PROSPECT COMPANY
Board, Senior Management, Staff, Suppliers, Volunteers, Friends, Existing donors
Go where they go – Chambers, MII, IMI, etc
Newspapers, magazines, CSR Award Ceremonies…
Preparing to Present
How can I reach them?
Find out the Right person in the Company & Get the Right person from your organisation to make contact
Letters, phone calls, fully prepared proposals posted?
PERSONAL CONTACT
PEOPLE GIVE TO PEOPLE
Preparing to PresentHow can I reach them?
Who should present your proposal on the day- who is comfortable making a presentation, who will have the greatest impact?
Do not assume that you are in the door – so you have secured the deal
Do not assume that the merits of your “need” are self evident – provide research & proof of previous success
Answer questions before their asked
Preparing to Present Summary
Develop Prospect list based on FitResearch the list thoroughlyUnderstand the Prospects “Needs”Know who to contactEnsure the right person makes the contactPresent to Win – don’t make any assumptions
The Tool Kit
Preparing to Plan
Preparing to Present
Preparing to Manage
Preparing to Manage
THE FUN ONLY STARTS NOW….
Negotiation & Contract AgreementAccount Management – StewardshipReporting & EvaluationFinancial Management
Preparing to Manage
Negotiation & Contract AgreementWhat exactly do you want the company to doList out their responsibilities and your ownAgree payment schedules and timeframeAre payments dependent on project completionHow long is the agreementIs there a review period
DO DRAW UP A CONTRACT
BE SPECIFIC
DON’T ASSUME SOMETHING IS AGREED
DON’T BE BULLIED…
Preparing to Manage
Account Management – StewardshipAgree a reporting structureIdeally have one Project Manager on both sidesDo you need to hire someone – do you have the timeProvide opportunity to visit project or provideupdates for senior managementKeep them up to speed on other projects and opportunitiesAsk their adviceCOMMUNICATE CONSTANTLY
BE OPEN – HIGHLIGHT PROBLEMS EARLY
FOREWARN DEADLINE MISSES
Preparing to Manage
Reporting & EvaluationHow will you know the project is successfulAgree the success criteria earlyDon’t fudge the resultsMeet Report deadlines
COMMUNICATE CONSTANTLY
BE OPEN – HIGHLIGHT PROBLEMS EARLY
FOREWARN DEADLINE MISSES
Preparing to Manage
Financial ManagementMake sure you have appropriate accountingproceduresIf the funding is restricted account for the expenditure as requiredIf Corporate staff fundraising – ensure appropriate management structures are in place
COMMUNICATE CONSTANTLY
BE PREPARED TO GIVE THE MONEY BACK
Tool Kit Summary
Prepare Sell the BenefitKnow who your asking
Think “Fit”Know your prospectPresent to WIN
Contract DetailCommunicate, Communicate, CommunicateEvaluate
Thought for the Day
Corporate Social Responsibility is a hard-edged business decision. Not because it is a nice thing to do or because people are forcing us to do it... because it is good for our business“
Niall Fitzgerald, Former CEO, Unilever
CAN WE FIX IT…
And Finally…
YES WE CAN!
THANK YOU!
