Raising Money from Corporations Fundraising Webinar February 26, 2014 10:00 – 11:30 am Angela...
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RAISING MONEY FROM CORPORATIONS
FUNDRAISING WEBINARFEBRUARY 26, 201410:00 – 11:30 AM
ANGELA BARRAZA, CFRE
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AGENDA
1. Corporate Giving Overview
2. Popular Ways to Give
3. Other Ways Corporations “Give”
4. How To Make it Happen
4. Recognition
5. Questions
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CORPORATE GIVINGOVERVIEW
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2012 CHARITABLE GIVING - $316.23 BILLION
Individuals 72%
Foundations
15% Bequests7%
Corporations
6%
Source: Giving USA Foundation™ / Giving USA 2013
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Individuals 72%
Bequests7%
Corporations
6% Foundations
15%
2012 CHARITABLE GIVING - $316.23 BILLION
Source: Giving USA Foundation™ / Giving USA 2013
= $19 Billion!
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FUNDS! FUNDS! Volunteers Expertise Awareness Advocacy
WHAT DO YOU WANT?
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Social impact Customer loyalty More/better business Employee satisfaction Opportunities
WHAT DO CORPORATE DONORS WANT?
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“Keep in mind that men and women don’t want to give money away.
They want to invest in great causes, in bold and exciting dreams. They want to feel they’re helping change
lives and save lives.
It’s your job to help them understand their money can make that happen.
- Jerold Panas
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CHALLENGES
CASA has broad and compelling appeal Topic not “easy” to talk about Not the same clients Many companies serve broader area than
local program boundaries
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TWO POTS OF MONEY
Philanthropic vs. Marketing Dollars Tax-Deductible Donation – restricted or
unrestricted Advertising Funds – generally unrestricted Combination of both Invoices
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SIZE DOES MATTERLarge Mid-Size Small
Marketing and Philanthropic (CSR)
Mix of Marketing &/or Philanthropic
Primarily Marketing
$$$ $$-$$$ $-$$Clear, defined giving priorities
Broader priorities, if defined
Rarely focused on specific causes
Large, well-known causes (headquarters)
Regional, small nonprofits ok in business areas
Local community, small nonprofits
Corporate Giving Department &/or Foundation
Corporate Giving Person &/or Area President
Business Owner or Top Management
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POPULAR WAYS TO GIVE
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UNRESTRICTED DONATION
Small to mid-sized companies Repeatable, annual support Treat as individual donor(s) + recognition
Face-to-face ask PROS – everything! CONS – none
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PROGRAMMATIC GRANT
Larger companies with specific corporate-giving department or corporate foundation
Formalized “ask” process Set project, budget (restricted), reporting Treat as any other foundation funding PROS – typically open, public info CONS – time commitment
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EVENT SPONSORSHIP
Exchange of money for specific recognition Typically marketing/advertising Think name recognition – who wants it?
● Medical, Insurance, Financial, Services
PROS – good entry point, unrestricted $ CONS – high cost and time involved
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IN-KIND SUPPORT
20-30% of all corporate support Documented discount on services or
products Donated/discounted goods or services Wish List of Items Fair-market value PROS – decrease org/event expenses CONS – not revenue
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MATCHING PROGRAMS
Encourages employees to donate to their favorite causes by matching their contributions● 65% Fortune 500 offer matching gift programs
Some provide cash donations based on hours their employees volunteer● 40% offer volunteer grants, average $8-$15/hour
PROS – “free money” CONS – reactive, hard to keep track of programs
Source: www.DoubletheDonation.com
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COMPANIES WITH MATCHING PROGRAMS
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COMPANIES WITH MATCHING PROGRAMS
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OTHER WAYS CORPORATIONS “GIVE”
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VOLUNTEERS
“Gift of time” CASA’s Board members Volunteer Projects
● Short-term● Fundraising● Events● Office help
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THIRD-PARTY EVENTS
Proceeds from participants, not company CASA doesn’t run the event (time or money) Want use of your logo and reputation Need a formal, written agreement/approval Careful not to appear as if you’re running it,
especially if it involves raffle, events, merchandise, etc.
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CAUSE-RELATED MARKETING
Proceeds from consumers, not company Your logo on something (product placement
for a cause) Large, national brands Careful on possible taxation of proceeds Need formal, written agreement
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WORKPLACE GIVING CAMPAIGNS
Proceeds from participants, not company (unless matched)
Vehicle for employees to give through their paychecks
Various Kinds● Independently-run (for matching purposes)● United Ways (designations)● Federated Campaign (SECC / CFC)
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HOW TO MAKE IT HAPPEN
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SOME BASIC PRINCIPLES OF FUNDRAISING People give to people Giving flows through involvement Enthusiasm and honesty inspire giving Personalization of an “ask” increases the
likelihood and size of a gift Communication with donors is CRITICAL!
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THE IDEAL DONOR-CENTERED FUNDRAISING CYCLE
Stewardship =
MeaningfulCommunication
Receive Gift!
Stewardship
Stewardship
Stewardship
Solicitation
Identification &
Discovery
Cultivation
Solicitation
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IDENTIFY – WHO ARE OUR PROSPECTS?
Prospects vs. Current Donors Board, Staff, CASA’s, current donors Events Speaking engagements Always keep your radar antenna up Who is giving to your peer institutions?
NEXT STEP… Preparation
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PREPARATION – DO YOUR RESEARCH
Company Website Local Newspapers Local Business Journal Foundation Directory Online GuideStar Chronicle of Philanthropy “How America’s
Biggest Companies Give”
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PREPARATION – SCOPE OUT THE PROSPECTS Alignment is KEY! Closer to home, the better your chances Do we fit in their defined giving priorities? If no set priorities, …
● Core values? Mission?● Who are they giving to in the past?● Overlapping interests or activities?
NEXT STEP… Discovery
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DISCOVERY VISIT
Connect, connect, connect Face-to-face meeting Share about Program Ask Questions and Listen
Match? Schedule Follow-up
NEXT STEP… Cultivation
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CULTIVATION PROCESS
Advances prospects and donors from:
Goal of process is to achieve a genuine relationship
Investment can grow over time
Awareness Interest Involveme
ntCommitmen
tInvestme
nt
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CULTIVATION – HOW TO CONNECT/ENGAGE
Tour CASA office or volunteer training Coffee at the Courthouse Email / social media Host a coffee/lunch/meeting Invite a friend to a CASA event Ask professional advice
NEXT STEP… Solicitation
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SOLICITATION – “THE ASK”
If a formal process, apply! If informal, get face-to-face Staff + Volunteer combo Make a pitch for investment Show clear benefits (social + recognition) Follow-up
NEXT STEP… Stewardship
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PIECES OF THE STEWARDSHIP PUZZLE
Photo / Success Story
Facility Tour Ask Advice
VIP Friends
Briefings
Recognition
PersonalMeeting/Call
Volunteer
VIP Gathering
Announcement
Articles
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RECOGNITION
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EVENT RECOGNITION – SPONSOR BENEFITS Exclusivity (Tier or Field) Participation – Free attendees/tickets/entrances Pre-Event – promotional materials, press
release Day of Event – Signage, program, AV During Event – “shout out” or speaking role Branded items – goodie bags, favors
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NON-EVENT RECOGNITION
Newsletters Supporter Listings Email Blasts Social media Website Annual Report In-person
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BE CAREFUL OF LEGALITIES
Permission of using your logo/name/reputation
Making endorsing statements Giving TOO much in return (“quid pro quo”) Estimating value of goods/services Conflict of interests Seek professional counsel (legal, tax, etc.)
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MOVING FORWARD
Stewardship Business leaders know each other ALL about relationships – examine your
existing network Develop prospect list and prioritize Assign a well-respected business board
member to help lead effort
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QUESTIONS?