HOW TO DEVELOP COMPANY SUPPORT · conscience, corporate citizenship or responsible business) • a...
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HOW TO DEVELOP COMPANY SUPPORT TUESDAY 11 TH FEBRUARY 2020 DIRECTORY OF SOCIAL CHANGE LAYLA MOOSAVI RIVERS [email protected]
Transcript of HOW TO DEVELOP COMPANY SUPPORT · conscience, corporate citizenship or responsible business) • a...
HOW TO DEVELOP COMPANY SUPPORT
TUESDAY 11TH FEBRUARY 2020DIRECTORY OF SOCIAL
CHANGE
LAYLA MOOSAVI [email protected]
WHAT WILL I GET OUT OF IT?WHAT WILL IT COVER?• Understand the key characteristics of corporate fundraising.• How to Identify potential corporate partners.• Learn how to make successful approaches to corporate
partners and maintain good relationships – increasing your organisation’s income.
• Key characteristics of corporate fundraising• Company motivations• Identifying your organisation’s key selling points and how to
package these opportunities• How to research potential corporate partners• Making confident approaches• Maintaining relationships
BREAKING DOWN OUTCOMES
• WHAT CORPORATE FUNDRAISING IS. –ITS DIFFERENT ASPECTS
• HOW TO APPROACH COMPANIES EFFECTIVELY.
• THE DIFFERENCE BETWEEN CORPORATE DONATION AND CORPORATE SPONSORSHIP.
• IS CORPORATE FUNDRAISING RIGHT FOR YOUR ORGANISATION?
• WHAT DOES YOUR ORGANISATION NEED TO BECOME SPONSORSHIP READY?
• DO YOU HAVE A CASE FOR SUPPORT?
ALSO TOUCHING ON…• An understanding of pricing and packaging a project
• How to construct a basic prospect research checklist
• To produce a basic list of effective questions to ask a sponsor
CORPORATE DONATION
• The term corporate donation refers to any financial contribution made by a corporation to another organization that furthers the contributor's own objectives.
• Two major kinds of such donations deserve specific consideration, charitable as well as political donations. (Wiki)
CSR DEFINITION
• Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship or responsible business)
• a form of corporate self-regulation integrated into a business model
• CSR policy functions as a self-regulatory mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards and national or international norms (Wiki)
SPONSORSHIP – A DEFINITION• Sponsorship is a cash and/or in-kind fee paid to a property (typically
in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. (Wikipedia)
• It is not a philanthropic donation.
• Sponsorship is where the company will expect something in return –it is a similar to a business transaction where both parties expect benefits in return
CORPORATE FUNDRAISING DONATION AND SPONSORSHIP• Company Donation• Application process
• Criteria based
• Requires evaluation report
• CSR may include volunteering and Pro-bono
• Employee engagement
• Match funding and Pay roll giving
• Events and charity of the year
• • Can be similar to large trust and foundations
• • Not a business transaction
• • It is a philanthropic donation
• • International and National criteria • Local giving
• Sponsorship • Can come from various budgets such
as marketing
• May depend on marketing strategy
• Is a business transaction
• Involves more negotiation
• Can be presented in various styles
• There needs to be a Return on Investment for both parties
• Its important to have a contract
• Corporate membership- fixed pricing
LOTS OF CHARITIES NEED SUPPORT
STANDING OUT IN A CROWD
THE CHALLENGE…
• “How are you different?”
• “So many charities are like you”
• “Your services are identical”
• “If you didn’t exist what would happen?”
• “Why not merge/collaborate with other charities?”
HOW TO MANAGE THE COMPETITION
HOPE FOR ALL CHARITIES
“Charities should never rely on their brand name or
size. They should not assume companies know
what they do…I am interested in the creativity of
organisations, time and thought and the sense that
the charity wants to work collaboratively”
Beth Courtier
Community Investment Programme Manager BT
FUNDRAISING AND RAISING AWARENESS GO HAND IN HAND
OBJECTIVES
SMART
ORGANISATIONAL KNOWLEDGE
FUNDRAISING CYCLE: INTERNAL AND EXTERNAL PREPARATION
In front of an audience
UNDERSTANDING YOUR ORGANISATION• Vision and Mission
• Objectives
• Positioning
• Strategy
• Ethics/values
INTERNAL PREPARATION
Understanding your organisation
Case for support
Corporate Fundraising audit
Planning
Corporate Strategy (Brief overview)
AUDIT
Resource check
Past sponsorsSuccessful and unsuccessful approaches
Network and contacts
Expenditure budget
SWOT
PESTLE
CASE FOR SUPPORT ELEMENTS• Need• Vision/mission/values• Plans for future• Services: features and
benefits• Unique selling points (USP) • Innovation, cost
effectiveness, sustainability• How you are portrayed in
the press • Public image and brand• Achievements, impacts
and outcomes
• Who you support• Who supports you• Who is your audience• Financial goals• Leadership of organisation• Trustees experience• How can donors get
involved and benefit• Benefit to companies• Use of volunteers• Relationship with funders
CASE FOR SUPPORT
• What is unique about your organisation (USP)• Are there similar organisations that do what you do?• How does your organisation stand out and differ from similar
causes and organisations or service providers?• What are the specific needs of your organisations/project?• How many people do you directly help?• Are you national or local?• If you did not exist what would happen?• Useful statistics about the need and the problem?• Is there a current gap you are trying to fill?• Are you a leader in your field?• What is your objective and why do you need the funding?
PRODUCING A BUSINESS CASE FOR SUPPORT
TARGETED CASE FOR SUPPORT FOR COMPANIES
Charity audience reach- direct and indirect
Charity's demographic group of interest to a company
Does the charity reach any particular demographic sectors ?
How beneficial is brand association to a company?
Does the charity offer any money can’t buy experiences?
KEY MESSAGES AND USP
KEY MESSAGE AUDIENCETARGETED MESSAGES• Sponsors
• Beneficiaries
• Supporters
• General funders
• Major donors
• Community
PRICING AND PACKAGING Project income
Core/revenue income
Pricing
WHAT CAN YOU OFFER IN RETURN?….apart from the feel good factor!
WHAT CAN YOU OFFER A COMPANY?
• Celebrities• PR
• Target demographic/test marketing/product placement• Sales revenue
• Advertising platform• Consortium
• Online partnership• CSR and pro-bono
• Synergy• Membership/access to members
• Employee retention/motivation/recruitment• Corporate Hospitality
• Brand
EXTERNAL PREPARATION
Prospect Research
Approaching corporates
Understanding a company
Relationship building
Presenting your pitch
PROSPECT RESEARCHVarious research opportunities
PROSPECT RESEARCH
• Identify funders, corporate sectors
• Undertake and collate research
• Develop a prospect cultivation strategy
• Get to know and understand your sponsor
• Prepare , prepare, prepare
WHO CAN OPEN THE DOOR FOR YOU?
• you• colleagues• trustees• volunteers• friends• family• beneficiaries• anyone else?
SMALL, MEDIUM SIZED ENTERPRISES (SME’S)
• the vast majority of companies• smaller charities often have many on their doorstep• CSR may not their motivators • they are keen to work with all sorts of charities • your task is to find the key which will open up an opportunity in each
of them• mutual benefit and “impact”
TIPS FOR GETTING INTO COMPANIES
• increase your profile
• mutual benefits
• grassroots community support can be an attractive proposition for them
• use your networks to open doors
• talk to them – BUT LISTEN MORE!
MAKING CONTACT WITH COMPANIES• the decision maker can be…
– Community Affairs Manager
– Community Investment Manager
– Marketing Manager
– Corporate Responsibility Manager
– any other title they care to give that person
• in a small company it could be a “charity champion”, the “person responsible” or the Boss!
DECISIONS…DECISIONS• Factors that can help YOU decide which companies to approach…
• The funding need
• Internal pricing- helps with negotiation
• How to package the need
• What can you offer
• Can you sustain yourself in the future
• What companies/sectors match your positioning, cause and offer
USEFUL RESEARCH/CONTACT POINTS• Company websites
• Social Media
• Chambers of Commerce Breakfast events
WHAT YOU MIGHT ASK OF A COMPANY…• cash• volunteers• expertise e.g. secondments• cause related marketing• sponsorship• Gifts in kind• employee fundraising• payroll giving• Pro-bono support
Base this ask on research
CORPORATE PARTNERSHIP EXAMPLE
What our other corporate partners say…
“Our support for the charity is not based on
altruism – we can see that it has a direct
positive impact on our employees’ morale and
helps us build relationships with our suppliers
and clients…it has created a shared sense of
purpose”
MEASURING SUCCESS
• setting and measuring joint objectives and target– amount of money to be raised
– number of employees involved
• review and progress– monthly catch-ups
– quarterly reports
• creating new opportunities
KEY POINTS TO REMEMBER• do not send out generic emails• do not use generic presentations• find key contact in company• use networks to build relationships• understand the company objectives• what are their current funding priorities and giving history• what are their current relationships• don’t give up…there’s somebody there for you!
PLAY DEVIL’S ADVOCATE
ARE YOU SPONSORSHIP READY?
USEFUL QUESTIONS TO THINK ABOUT DURING THE SPONSORSHIP PROCESS QUESTIONS TO ASK YOURSELF AS AN ORGANISATION • • What is your organisation 's objective? •
• What do you need funding/sponsorship for?
• • Is your funding need restricted or unrestricted?
• • In how many different ways can you package your project?
• • Is there a pricing strategy in place?
• • Will this partnership be cost effective?
• • What is the return on investment for both parties concerned?
• • Why are you approaching this company?
• • Is there a link between your organisation and this company?
• • Information to research about the company -what is the company's annual turnover?
• • What is the company background i.e. parent company etc.
• . • Have there been any recent articles in the news about this company
• • Has this company funded or sponsored anything similar in the past? • Do you know the company business and /or marketing objectives?
• • What do you have that you think the company could need? Could it be any of the following:
• - Reaching audience demographic
• - Association with the Brand
• - Access to a demographic group
• - Access to your members
• - Corporate hospitably and entertainment opportunities and spaces
• - Piggybacking your PR campaign via an event for example
• - Specialist recruitment
• - Test marketing platform
• - Product placement opportunities
• - Corporate social responsibility CSR
• - Bespoke money can’t buy ‘experiences
• - Access to celebrities and high profile personalities
PROSPECT RESEARCH TEMPLATE•
• Company Research- meeting preparation Date; Name of Prospect: Address: Headquarters: Is there a parent company Website: Contact name: Contact position in the company: Contact phone: ......Contact email:
• Background: • How this meeting was arranged • Who arranged it? • How was it arranged? • History of Company with the organisation • Is their an existing connection with the company and your organisation • Is there an existing high level connection (board of trustees etc.?) • Company and contact news • Any up to date news or articles about the company and the contact person
• 1. Where does the company stand within its industry-positioning • About their company • How do they see themselves as a brand/company? • What are their key objectives? • What are their marketing objectives?
•
• 2. Do they have a track record or previous support of charities and/or arts organisations • How the funding was allocated and proportioned in the past? E.g. percentage to arts, charities, voluntary organisations, events • • Are there any funding/sponsorship guidelines
•
• 3. Are they a socially and culturally aware organisation? How?
• 4. What presence do they have in your area i.e. where your projects are based?
• 5. Why would they want to support you? • What are their motivations? • What do you have to offer them? • Is there a synergy between the brands/organisations • Do you share the same values?
• 6. Will this be cost effective partnership • Will this partnership be of value to both parties • Will there be a return on investment
• 7. What are the risks of partnership – reputation, costs etc.?
• 8. Do they satisfy above criteria
