Business and Non-Profit PartnershipsPresented by Karen Sinotte

2009 OCASI Executive Directors Forum Program

• Discuss how Local Social Service Agencies can Partner with Private Sector to Push your Agenda ....

....to meet the Needs of New To ....to meet the Needs of New To Canada Immigrants and Canada’s Multi-Cultural Communities

... Together

Nov 2, 2009 2

Session Outline

• Introductions

• Defining Partnership and Levels of Collaboration

• Challenges to Partnership and 5 keys to SuccessSuccess

• 6 steps to preparing a Partnership Proposal

• A Sample Business Case

• Getting Started – Making the Approach

• Wrap Up

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Learning Objective

• At the conclusion of this presentation the participant will be able to:

– Maximize the opportunity for collaboration – Maximize the opportunity for collaboration between Business and Non-Profits to drive social change

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Introductions

• About Me:

– Karen Sinotte, Principal CRM Consulting. A long time Board Member and/or Volunteer at several non-profit organizations serving New to Canada and immigrant communities, combined with 25 years of marketing experience on both sides of the partnership relationship. experience on both sides of the partnership relationship. http://www.linkedin.com/in/karensinotte

• tel: 647-340-1750

• E-mail: ksinottecrmconsulting@rogers.com

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PARTNERSHIPS –WHY NOW?

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Fundraisers’ Challenges

• The non-profit sector is going through significant challenges– Decreasing and more restrictive government funding with more

competition for smaller bucket

– Increasing expectations for accountability

– Accommodating increasing interest from business

• The AFP’s State of Fundraising 2005 Survey indicates the following as the biggest challenges for fundraisers:

– Increased competition for the charitable dollar (49.3%)

– Staffing issues in the development office (41.6%)

– Brand awareness of charity and mission (32.5%)

– Problems with overall organization leadership, including board and volunteers (29.7%)

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Why Businesses involve in Community

• Almost 50% of all businesses include corporate social responsibility as part of their mission.

• A Conference Board study on why businesses decide to be involved:

– 19% of business leaders felt that bottom line considerations should drive business involvement,

– 63% felt business and community benefits should drive involvement,– 63% felt business and community benefits should drive involvement,

– 28% felt that the community benefits alone warranted their involvement.

• 2007 Study by Imagine Canada found 4 main reasons why businesses make donations to charitable causes:

– Because it helped market the company’s brand

– Because the success of the company depended upon having strong communities

– Because of the need for a social license to operate

– Because it improved the ability to recruit and retain employees

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Cross Cultural Communications

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Nine ways that people can

differ culturally

• Social values

• Roles and status

• Concepts of time

• Concepts of personal space• Concepts of personal space

• Body language

• Social behaviour and manners

• Legal and ethical behaviour

… Non-Profit and Business Cultures are very different too

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What’s in a Handshake

• A handshake – it seems like a simple gesture –or is it?

– A person from Finland, your handshake is firm, expressing your focus on the other person

– A person from Middle East, a firm handshake is – A person from Middle East, a firm handshake is perceived as aggressive.

– In other cultures, cross-gender handshakes are not appropriate.

• Without realizing it, the best of intentions may create misunderstandings.

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An Illustration

• What does this story say to you

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An Illustration• A disappointed salesman of a Cola drink returns from his Middle East

assignment. A friend asked, “Why weren’t you successful in this part of world?” The salesman explained, “When I got posted in the Middle East , I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem I didn’t know Arabic. So, I planned to convey the message through three posters…

First poster: A man lying in the hot desert sand…totally exhausted and fainting.Second poster: The man is drinking our Cola.Third poster: The man is now totally refreshed.

And then these posters were pasted all over the place “Then that should have worked!” said the friend.“The hell it should had!? Said the salesman. I didn’t realize that Arabs read from right to left”

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http://marketingmirror.wordpress.com/category/multicultural-marketing/

Nov 2, 2009

God created us different so we would understand our need for each other.understand our need for each other.

Desmond Tutu

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LET’S TALK PARTNERSHIP

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WIIF Businesses

• There are many ways that Businesses -Large and Small - benefit from partnership with Non-Profits.

• Lets discuss

– Benefits

– Contributions

– Barriers

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WIIFM - Non-Profits

• There are many ways that Non-Profits Benefit from partnership with Businesses – large and small

• Lets discuss

– Benefits

– Contributions

– Barriers

17Nov 2, 2009

All Partners Benefit

• Business Sector

• Not For Profit Sector

• The Government

• And Canadians• And Canadians

• The opportunities for partnership are more likely to be achieved when we continue to focus on the shared customer

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Our Shared Agenda

• Canada’s Diverse community is now the New Mainstream– 200+ ethnicities in Canada and as many languages

– over 70% of all population growth in Canada comes from immigration

– by 2017; one in five Canadians will be a visible minority– and as high as 50% in Toronto and Vancouver

• A Recognition of the opportunity for community-based social services and businesses to collaborate

– Shared interest to to service and market to the ethnic communities

– beyond traditional sponsorship or financial contributions

– a more strategic social responsibility partnership.

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Creating a Win-Win by Partnering To meet the Needs of Canada’s New Mainstream

Businesses

↑access to prospective customers

↑ ability for targeted marketing

↑ understanding of the segment needs

↑ new markets

↑ Stronger Brand/Reputation

↑ creates alternative funding sources

↑More relevant products and services

Not For Profit Organizations

Government

↑service to client base

↑ access to client base

↑ access to alternative funding

↑More relevant products and services

↑ Greater inclusion

↑ Greater access to employment

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Canadians

↑ Greater inclusion

↑ Higher employment

LEVELS OF COLLABORATION

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Summary: Levels of Collaboration

• Businesses can add value at all stages. The more shared the goals, the more likely integrative. It is good to start small and grow.

Philanthropic Transactional IntegrativeDescription One time donation but otherwise

not very involvedInteraction intensified, operating staff more involved for a period of time, no long term commitment

Joint activities perceived as having major strategic value by both the business and the non-profit organizations. Strong long term commitment non-profit organizations. Strong understanding of each others values, and involve exploration of new and expanded benefits for all parties.

Defined Provide tangible resources in exchange for intangible benefits (enhanced reputation or fulfilment of desire to help others)

Exchange of resources through specific activities, sponsorship, licensing, service contracts, volunteer programs, cause related marketing.

Formal processes and procedures are developed to handle complex management requirements, and each organizations values and practices are often affected by the others.

Staff involved Development volunteersCorporate contributions Staff

Business operationalizing staff (product development, marketing, HR, Finance)Non-profit staff from range of areas

Engage top leadership and numerous staff

What are Your Examples

??? ??? ???

The More Strategic and impactful on social change

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Some Examples of Partnerships

• Here are some great examples of successful partnership between non-profit and corporate:

– Walmart – The Children’s Miracle Network

– Subway – the American Heart Association

– PepsiCo – Smart Spots with National Council of La Raza and National Urban League

– Home Depot – KaBOOM

– GSK and AstraZenca – with American Health Association and American Diabetes – GSK and AstraZenca – with American Health Association and American Diabetes Association

– Lowes- Habitat for Humanities

– Kmart – the March of Dimes

– YWCA “Eliminating Racism, Empowering Women”

– American Heart Association “Search your Heart Sunday” through churches to read heart health and stroke prevention to communities of color

– American Diabetes Association – Afro-American and Hispanic-Latino Program

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CHALLENGES TO COLLABORATION

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Challenges to Collaboration

• Culture Clash

• Internal Resistance

• Power Imbalance

• Ongoing Confrontation• Ongoing Confrontation

• Separate Goals

• Relationship Maintenance

• Language

• Loss of Champion

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Challenges to Collaboration

Challenge Tips to meet challenge

Culture clash • Develop organizational competences to bridge cultures• Wait until plans are relatively concrete before inviting businesses to participate• Use “business case” language for proposals• Take time to understand each others environment, and compromise

Internal resistance

• Be clear about what each side has to gain• Share success stories regularly• Accept some differences – focus on common goals

Power • Be sensitive to the inequities in money, resources and connectionsimbalance • Be clear on what you bring to table,

• Insist of a relationship of mutual respect

Ongoing Confrontation

• Strive for win-win strategies, only confrontation if no other option works.

Separate Goals

• Indentify mutual interests at the outset• Be prepared to walk away if goals aren’t compatible

Relationshipmaintenance

• Be clear on resource commitments and don’t underestimate• Keep in regular contact, provide regular recognition• Communicate to your contact’s boss how you enjoy working with him/her

Language • Understand assumptions and reflect that in your language

Loss of a champion

• Build deep bench• Build support a number of levels and a number of partners

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Adapted from : Connecting with the Business Sector to End Homelessness, Garry Loewen

Five Keys to Success in involving the corporate sector in social change initiatives

• Identify and motivate decision makers

• Develop organizational competencies to bridge business and community

• Mobilize business networks and build • Mobilize business networks and build effective relationships

• Engage stakeholders to influence public policy

• Build scalable solutions

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GETTING STARTED:MAKING THE APPROACH

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6 Steps to Preparing a Proposal

1. Determine your approach

2. Clarify what you want the business to Contribute

3. Identify specific business gains3. Identify specific business gains

4. Anticipate how you can help business achieve its goals

5. Gather and Prepare evidence

6. Make the Approach

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6 Steps for Preparing a Proposal for Business

1. Determine your approach

2. Clarify what you want the business to contribute

3. Indentify specific business gains

4. Anticipate how you can help business realize its goals

5. Gather and prepare evidence

6. Make the approach

• One Project• Menu of

options• Exploration

(depending on level of collaboration)

• Finances• Expertise• Facilities• Advocacy• Access to

Networks• Employment• Purchasing

Market Drivers•Location•Customers•Market SuppliersValue Drivers• Right thing to do• Social Mission • Legacy to

• Specializedinformation about and connections to communities

• Community trust• Conduit for

public funding

Provide concrete evidence that similar initiativesthat have worked elsewhere.

• Case Studies• Stories

List of prospects • Based on

association with yourorganization

Evaluate Prospects• Will they help

achieve objectives • Shared audiencecollaboration) • Purchasing

(social enterprise purchasing)

• Market or Product Development

• Other

• Legacy to community

Compliance Drivers• Regulation• Activism• Negative PressIntangible Drivers• Social issues

affecting business• Corporate image(Per Ford Foundation)

public funding• Providing

access to clients and markets

• Helping aggregate demand

• Provide new channels for marketing

• Stories• Research

Reports• Agency

Experience• Other

• Shared audience• History of

community involvement

• Company reputation• Right time, capacity,

priorityPrepare ScriptContact Prospects• 0.5-6% letter• 10-25% phone• 33-94% Face to Face

Follow-Up

Nov 2, 2009 30

THE FACTS FOR THE BUSINESS CASE

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GTA’s Diversity

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4 Different Ways to Define “Chinese”Visible Minority Home Language

33

Immigrants Recent Immigrants

Nov 2, 2009

Canadian Population is Changing

• Increased diversity of Canadian Population

– Aging: Baby Boomers – Aging of the population

– Evolving: Role of Women

– Engaging: the Next Generation – Millennials (GenY)

AND...

– Arriving: New to Canada immigrants – Cultural diversity

• THE NEW MAINSTREAM that is rapidly challenging the old ways of communicating and marketing – soon it will be a necessity for

companies to remain competitive.34Nov 2, 2009

Its Headline News

Canada has been the global destination for immigrants for decades. New immigrants contribute substantially to population growth and it is predicted that by 2030, they

will be the sole source of that growth

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… and in all Languages

• New Canadians are reading the same news but in their own languages

36Nov 2, 2009

Population Growth 2001 - 2017

Visible Minorities• Visible Minority Population

– Ontario = 57%

– BC = 20%

– Alberta = 8%

– Quebec = 11%

• Roughly 96% of all visible minorities will live in

Projected 2017 Population by Visible Minority Group (in 000)

• Chinese 2,217.2

• South Asian 2,226.1

• Black 1,177.5

• Filipino 651.4• Roughly 96% of all visible minorities will live in the 4 key provinces.

– One in three people in B.C will be visible minorities.

– One in two people in the Toronto CMA will be visible minorities.

– More than 1 million South Asians will be living in Toronto by 2017.

– 47% of visible minority population in Vancouver will be Chinese.

– Largest groups in Montreal will be Blacks (27%) and Arabs (19%).

• Filipino 651.4

• Arab 521.5

• Latin American 397.6*

• West Asian 352.6

• Korean 255.9

• *does not include mother tongue

37Nov 2, 2009

Canada is Multilingual

The top 30 most spoken languages other than English and French.

• Italian • Arabic • Ukrainian

Nearly 60% of

Italians stress that

retaining their

By 2017 there will be up to 9.04 million (or about 25%) Canadian residents that don’t speak English or French as their mother tongue. Across Canada, 100 different languages.

• Italian• Chinese• Cantonese• Spanish• German• Portuguese• Punjabi• Polish• Tagalog• Urdu

• Arabic• Tamil• Farsi• Russian• Mandarin• Dutch• Vietnamese• Greek• Gujarati• Korean

• Ukrainian

• Hungarian• Hindi• Romanian• Serbian• Croatian• Bengali• Somali• Macedonian• Turkish

Source: StatCan, 2006. Census

retaining their

language is very

important. The

number is even

higher for other

cultures like the

Chinese and South

Asians (Goldfarb

Consultants)

38Nov 2, 2009

New Canadians From Many Different Countries

Top Countries for immigration 7 same from 1996 to 2006

Citizen and Immigration, 2005

39Nov 2, 2009

… and Country of Origin Mix is Changing

Fastest Growing Groups• Statistics Canada projects the West Asian,

Korean and Arab groups to be the fastest growing between 2001 - 2017. During that period, the population of these groups is likely to double.

• These groups will grow at the following

Population Growth 2001 – 2017

Top Ethno-cultural Groups

Population Growth Rate

1) Chinese2) South Asian

1) West Asian2) Korean

• These groups will grow at the following rate:

• West Asian = 150%

• Korean = 120%

• Arab = 118%

• By 2017 there will be as many as 8.5 million visible minorities living in Canada, which is an increase of 111% from 2001. The total immigrant population will reach 7.68 million (22% of the Canadian population).

• The South Asian and Chinese groups will be the largest totalling 3.2 – 4.4 million residents – with the black population reaching 1.1 million people, making it the third largest group.

3) Black4) Filipino5) Arab6) Latin American7) West Asian8) South East Asian9) Korean

3) Arab4) South Asian5) Filipino6) Chinese7) Latin American8) Black9) South East Asian

40Nov 2, 2009

Better Lot in Life is Why they come

5 Reasons for Choosing Canada

Statistics Canada Choosing Canada, 2001

98% report that coming to Canada was their first choice to better their lot in life. 90% of those who are eligible for

citizenship have been naturalized. (*StatCan, 2008)

41Nov 2, 2009

Did you know...

Nearly 80% of immigrants settle in Toronto, Vancouver, Montreal or Calgary – with a trend to moving more from deep urban to the bedroom communities outside of the downtown cores

87% of immigrants from the past 20 years are between 25-54 years old which are their prime working and purchasing years. This is the ideal consumer group*.ideal consumer group*.

“Economic immigrants” comprise two-thirds of new immigrants

Immigrants will account for 100% of the labour force growth market by 2011

52% of immigrants purchased a home within 3 years of arrival

*Source: Statistics Canada 2006 Business Case For Diversity 42Nov 2, 2009

… and what’s more

• The ethnic market in Canada is a wealthy one with a combined spending power of over $48 billion. The majority of all visible minorities live in Toronto, Vancouver, and Montreal.

• It is clear that there is a considerable opportunity for growth.

• Ethnic marketing can no longer be considered a niche market in an organization’s segmentation strategy.

43Nov 2, 2009

The Reality of Settlement isn’t always realized

Inadequate funding to adequately serve needs of this community related to racism and language barriers among other things• Labour Market Integration – underemployed, unpaid,

exploited

• Basic Settlement Services – under-housed or • Basic Settlement Services – under-housed or homelessness

• Health – access, fear, mental health

• Language

Our challenge in the sector is to assert the experience of immigrant and refugee communities in the areas of housing and homelessness and to assert its importance in

the context of effective settlement.

44Nov 2, 2009

New Canadians

• New Canadians are well educated – in fact more so than Canadian born citizens. Over half possess a degree which is more than double the national average of non-immigrants and even though immigrants account for 20% of the population they account for 50% of the PhDs in the country and 40% of the Master's Degrees. (StatCan, 2006)

• Immigrants are more likely to study physical sciences, engineering or a trade vs. Canadian-born are more likely to study social sciences, trade vs. Canadian-born are more likely to study social sciences, education or arts.

• They have large families and multiple household incomes which gives them buying power.

• 53% of immigrants are female

• They often have a high level of religiosity and as such often congregate at a church, mosque, or temple. The place of worship usually extends to a local network that then becomes a great source of information.

Source: Diversity Media Services

45Nov 2, 2009

New Canadians

• They are upwardly mobile and focused on acquisition of wealth -auto ownership, home ownership etc. On average they own their own home within 3 years of arriving. (StatCan, 2006)

• Seek-out familiar brands

• They are constantly on the hunt for information that helps them access positions, education and information that helps them access positions, education and information that helps them succeed. Cultural community newspapers and websites are a primary resource for that information.

• Newcomers Speak some English but when they acquire information quickly and easily, it is in their home language

• 66% of immigrants prefer to speak a foreign language at home.

Source: Diversity Media Services

46Nov 2, 2009

… and learning more every day

• From your experiences:

– What else we know about the New Mainstream?

– How are they different – or the same – to the – How are they different – or the same – to the old mainstream?

47Nov 2, 2009

So what’s your case for support

• So... to create a strategic partnership, with equal partnership between your organization and a potential business ....how would you position your case for ....how would you position your case for support and partnership?

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GETTING STARTED:MAKING THE APPROACH

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GETTING STARTED:MAKING THE APPROACH

50Nov 2, 2009

Partnership Strategy

• Even before you start contacting anyone make sure you

– Outline the type of partnerships that you are looking for. looking for.

– Ensure Organization (and Board) agreement on partnership guidelines.

– Ensure you are able to evaluate prospective partners for shared values.

Nov 2, 2009 51

Who to approach

• What businesses in your community have shared interests

• Prioritize based on “quality” of prospect.

– Relationship– Relationship

– Capacity

– Affinity

• Build a team that understands the corporate culture (even if you have to hire it)

• If you don’t ask, you don’t get.

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WRAP UP

53Nov 2, 2009

Wrap Up

• What is the most significant take away from todays session?

• Complete Feedback form for OCASI• Complete Feedback form for OCASI

Nov 2, 2009 54

My Contact Information

Thanks for your contributions today.

Feel free to connect ...

Karen Sinotte, Principal CRM Consulting.

http://www.linkedin.com/in/karensinottehttp://www.linkedin.com/in/karensinotte

tel: 647-340-1750

E-mail: ksinottecrmconsulting@rogers.com

Consider another seminar “8 tips for Marketing to the Ethnic Marketing Success”

Nov 2, 2009 55