Corporate Giving 2.0
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Transcript of Corporate Giving 2.0
Corporate Giving 2.0 The world has changed. Have you?
Anthony Petchel
Director of Development
Oregon Museum of Science and Industry
Objectives
Trends in corporate giving
Thinking outside the toolbox
Corporate Giving @ OMSI
Corporate Giving FY15 ◦ Unrestricted: $800k
◦ Restricted: $686k
◦ In-kind: $1M
Corporate Donors ◦ 120+
Staff ◦ Full Time Corporate Relations Officer
◦ 5+ supporting staff members
Average actions ◦ 36 per donor
Where to focus? 1.09% of Pre-Tax Profits
Source: Giving USA 2014 Survey
How much should I focus on
Corporate Giving?
How does corporate giving fit into your organization’s focused fundraising efforts?
What is normal for your sub-sector?
Tip: Don’t forget the employer match
Changing expectations and trends
in corporate giving
Giving is still not back to pre-recession levels
• . . .but companies are giving to fewer nonprofits
• . . .and asking for more in return
Average gift size has increased
• Community/Customer & Committee decisions
Decisions are taking longer
Giving is more focused
Want a gift? Better have someone from the company on your board
What type of corporate giving?
• B-Corps
Corporate Philanthropy
Corporate Foundations
Employee Giving Programs
Marketing
• Individual giving through their company
Privately Held Companies
The Silver Bullet (Shhh. . . . .Don’t tell anyone)
Building and maintaining a long-term and mutually beneficial relationship with your corporate donors will raise the most money.
The familiar cycle
Prospecting & Prospect Research
Discovery & Qualification
Cultivation
Stewardship
Prospecting
Research Events Start in your own backyard
Who you already know
Who already donates
Before you ask for the meeting
Do your homework
Do some more homework
Mission Alignment
Remember not all corporate giving is philanthropic
Who are you meeting with?
Typical Decision Makers
President/CEO/Owner
Senior Manager
Board or Committee
Marketing/PR Director
Corporate Foundation/Giving Manager
Setting the meeting
Did you do your Homework?!
Who will connect you?
NO Cold Calling!!!
Initial Meeting
Do Not
• “I’ll just wing it”
• Assume they know/love you or your mission
• I’ll just wear. . . .
• Just give them the folder
• Come unprepared
• Ask for money on first visit
• Forget to follow-up
Qualifying
Do They Have
•Connection
•Interest
•Capacity
•Bandwidth
Relationship Building
Stewardship
Thank Build a relationship
with your organization
Demonstrate the impact of their gift
Give
Cultivation
It takes time Show interest
in them Give first Be Authentic
Call- but not
just when you
need
something
The Corporate Dating Game
• Donor tour
• Volunteer opportunities
• Introductions (such as to the Board, other sponsors, etc.)
• Check-ins (no ask)
• Invite to events
• Send them business/contacts
• Send articles of interest
Cultivation Ideas
Leading up to the Ask-
Cultivating Buy-in
Tip: If you want money, ask for advice.
If you want advice, ask for money.
Not another Gala, Golf Tournament,
Walk, __________event, etc.
Corporate gifts 2.0
• Adopt a __________.
• Matching gifts
• In-kind
• Bottom-line relieving
• Employee giving campaigns
• Benefit Day
• Non-cash benefits
• Cross-promotion
Making Restricted Asks
Unrestricted
Bottom-Line Relieving
• Know your budget
• What are your strategic priorities
• Leverage
• In-Kind
• No Admin= No Programs
Crafting the Case
Messaging
• Keep it simple
• Impact
• Why you?
• How does your case align with your priorities and the priorities of the company?
Delivery
• Short
• Compelling: stories (heart) and data (mind)
• Visually appealing
• Appearance matters
Have a variety of solicitation
materials at your disposal
Use what is appropriate
• One paragraph description
• One page fact sheet
• Cover letter
• Full proposal (3-5 pages)
• Response form (if needed)
Other materials: annual report, impact data, 990, IRS letter, financials, press kit, etc.
The Proposal
Key Elements
• Professional appearance
• Compelling description of event/opportunity
• How will the partnership benefit the company
• Specific benefits they will receive
• Audience demographics
• A specific dollar amount
• Concise
• Budget included
Solicitation Strategy
Prep
• Do your homework
• Ask for the right amount
• Lead time (60 days 6 months)
• Don’t give too many choices
• Who should ask?
• Anticipate objections and questions
Ask
• In person is best
• Peer ask
• The bigger the ask the bigger the title
• They shouldn’t be surprised
• Be prepared to negotiate
• Know when it’s a True No
Scripting the Solicitation
Know before you ask
• Who- does the talking?
• What- are you asking for?
• Where- are you asking?
• When- in the conversation are you making the ask?
• How- much are you asking for?
Know the 4 faces of “NO”
• To this project, but perhaps another no
• Not now, but perhaps later no
• To the amount asked for no
• Forever: the real NO NO
The “Yes"
Congratulations! You secured the
sponsorship! Now what?
Sponsorship Agreement
Follow-through
Follow-up
Repeat
The Sponsorship Agreement
Every sponsorship should have an agreement
• Formalizes conversations
• Keeps both parties on the same page
• Clarifies roles, responsibilities, and deadlines
• Clear deliverables
Stewardship
Corporate Perspective
• Homework!
• Did I mention follow-up?
• Recognition and acknowledgment
• Post-event check-in (no ask)
• Formal report (always)
• Make sure you fulfilled your end of the agreement
• Keep in contact all year
• Send hand written thank you note(s)
Reporting
• Follow-up and more follow-up, particularly for events
• What was the ROI?
• Be timely and continuous in communication
• Are they using/receive all of their benefits?
• Impact
Stewardship ideas
Donor thank you event
Nominate for awards
Helping them be successful
Invitation to special event
Volunteer opportunities
Connecting with others
Press releases
Newsletters article
Social media tags
Annual report, donor wall, etc.
Pet Peeves
Errors (Spilling, legos, cOPY, ect.)
Last minute requests
Unprofessional appearance
Overselling impressions (quality vs. quantity)
No value to company
Not doing your homework
Not thanking
Taking company for granted
Recap
• It’s about them Donor-Centric
• Appearance matters Professionalism
• It can take years The long-game
• The cycle never stops Engagement
Questions
References & Resources
WVDO Corporate Affinity Group
http://http://philanthropy.com/section/Corporate-
Giving/449?cid=megamenu
https://www.michiganfoundations.org/sites/default/files/resources/Giving-
in-Numbers-2013-CECP.pdf