W V D O C O N F E R E N C E

M A Y 1 7 , 2 0 1 2

P R E S E N T E R S :

J A N E M O R R I S O N , O R E G O N H U M A N E S O C I E T Y

C Y N T H I A T H O M P S O N , M A C D O N A L D C E N T E R

Seven Habits of Highly Effective Corporate Relations Managers

Introductions

Jane Morrison

Corporate Relations Manager

Oregon Humane Society

Cynthia Thompson

Director of Development and Marketing

Macdonald Center

Audience Questions & Index Cards

How many years experience in fundraising?

What is the size of your development shop?

INDEX CARDS

Write down a particular challenge you are currently facing in corporate giving

OR

Write down a success you’d like to share on the index cards.

We will pick out 2 or 3 at the end to discuss

(time permitting).

Presentation Overview

Research

Cultivation

Solicitation Evaluation

Recognition and

Stewardship

STEPHEN COVEY WOULD SA Y

“ SEEK FIRST TO UNDERSTA ND, THEN TO BE UNDERSTOOD”

Habit #1: Put yourself in their leather loathers

Habit 1 in action

Good Fit

Act like a consultant

Activation/Engagement

Matchmaking

Show them the value

STEPHEN COVEY WOULD SA Y

“ THINK WIN WIN”

Habit #2: Have a genuine interest in people and the companies they

represent

Habit 2 in action

Homework

Research/Dig

Speak Da Language (of their industry)

Prospect Profile

COLUMBIA SPORTSWEAR Home Page

COLUMBIA SPORTSWEAR Bottom of Home Page

“Corporate Responsibility”

COLUMBIA SPORTSWEAR “Corporate Responsibility” Page

MANTA Home Page ENTER “NABISCO”

MANTA SEARCH RESULTS

FOR “NABISCO” All US divisions

MANTA Factoids for

“NABISCO” in Portland OR

State of Oregon Business Registry Home Page

Enter “Columbia Sportswear”

State of Oregon Business Registry Results for “Columbia Sportswear”

State of Oregon Business Registry Details for “Columbia Sportswear”

Continuation of Details for “Columbia Sportswear”

Use Google Alerts to follow targeted companies

Marketing Terminology

Demographics

B2B and B2C

Employee satisfaction

Brand awareness

Relationship marketing

Experiential marketing

Increasing revenue

Exposure

Impressions

ROI

Prospect Questionnaire

Sample Prospect Profile

Key employees (CEO, HR, Marketing, Corporate Social Responsibility, Community Relations)

Focus areas for charitable giving

Existing partnerships

New products

Target audience

Number of employees and locations

Employee involvement/group or team projects

Timeline/fiscal year

YOU CAN’T CLOSE THE DEAL, IF YOU CAN’T TELL YOUR STORY IN A

VARIETY OF WAYS

Habit #3: Be prepared with a variety of communication materials

Habit 3 in action

Menu

Templates

Tailor

Match language to their goals, ie marketing

Tailored Proposal – page 2

STEPHEN COVEY WOULD SA Y

“ BEGIN WITH THE END IN MIND A ND BE PRINCIPLE CENTERED”

Habit #4: Be impeccable with your word

The Four Agreements

• Be Impeccable with your word

• Don’t take anything personally

• Don’t make assumptions (There are three parts of the word assume.)

• Always do your best

Habit 4 in action

Corporate relations is all about people – people give to people

Get to know as many people as possible within the company

Follow up and fulfill your promises = key tenets

Cultivation and relationship building

STEPHEN COVEY WOULD SA Y

“ BE PROA CTIVE”

Habit #5: Be pleasantly persistent and take initiative

Habit 5 in action

Use a variety of communication tools

“They don’t call me back,” she whined.

Most Effective Methods of Communications

One on One Meetings

Small group meetings or parties

Telephone conversations

Personalized, hand-written letters

Personalized word processed letters

E-mail or text solicitation

Web, blog and other

online solicitations

Annual fundraisers or large group events

Mass mail/direct mail using videos

Mass mail/direct mail

Grants

Brochure distribution

Advertisements

More on effective communication

No whining

STEPHEN COVEY WOULD SA Y

“ PA RA DIGMS OF INTERDEPENDENCE”

Habit #6: Be disciplined about following a fund development cycle

Habit 6 in action

Research

Cultivation

Solicitation Evaluation

Recognition and

Stewardship

Another development cycle

20 ways to cultivate your corporate partner

Communicate with your corporate donors

on a regular basis.

Ask for their opinion/feedback

Ask for their help – ongoing or ad hoc

Make them feel special

Look for ops for third party recognition

Present them with a formal report in person, review in person

Referrals with a Heads Up

Tell the world about their donation or partnership – if they want you to

Check presentations as a form of positive reinforcement

Networking and referrals go hand in hand

Mix up your communication tools

Ask them first before you recognize them

Spotlight them in internal and external communications

Send articles of interest with post it notes

Provide unique benefits

Recognition items for display

Foster new ideas for cultivation/relationship building

Engage them as Volunteers

Invite corporate representative to serve on a committee

Provide them with a list of volunteer opportunities they can share with all employees

Develop a corporate advisory board or committee

Short term/ad hoc opportunities are great

STEPHEN COVEY WOULD SA Y

“ SHA RPEN THE SA W”

Habit # 7: Take the time to reflect and to find new ideas

Habit 7 in action

Attend professional development workshops and conferences

Subscribe to newsletters and magazines

Read the Portland Business Journal and Oregon Business Magazine

Read community blogs

Read trade publications

T E L L U S Y O U R H A B I T S F O R S U C C E S S W I T H C O R P O R A T E P A R T N E R S

Your Habits

R E V I E W 2 - 3 C A S E S T U D I E S / G R E A T E S T C H A L L E N G E S T O D A Y W I T H S E C U R I N G

C O R P O R A T E S U P P O R T

Your Challenges

F E E L F R E E T O C O N T A C T U S A F T E R T H E P R E S E N T A T I O N A N D A F T E R T H E

C O N F E R E N C E W I T H A D D I T I O N A L Q U E S T I O N S

Thank you!