BUILDING PROFITABLE RELATIONSHIPS WITH CORPORATE PARTNERS

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CHARITY FUNDRAISE

1. BUILDING PROFITABLE RELATIONSHIPS WITH CORPORATE PARTNERS Cecilia Martinez Executive Director The Reform Institute cmartinez@reforminstitute.org Center for Nonprofit Success Annual Meeting May 19, 2009 * Washington DC
2. Corporate Sponsorship  Financial arraignment between a corporation and a non-for-profit used to:  Generate visibility, publicity, & community rapport  Co-brand with the non-profit or the topic/issue  Connect with the non-profit’s audience/demographic
3. Understanding Corporations: What do Corporations Care About?  Protecting their brand & image  The bottom line  Visibility  Business development & expanding network  Strategic partners & third-party advocacy  Competitors
4. Understanding Corporations: How do they Give?  Budget timelines  Most corporations submit next year’s budget by October 1  Budget options  Various budgets for nonprofit gifts – Marketing, Public Affairs, Special Projects, & Chairman’s budgets  Champions within the Company  Vice Presidents  Legal Counsel – approves all gifts  ―Triangulation‖ & peer-to-peer strategy  Identify high-level people in your network that can call the company’s CEO or Legal Counsel, after ―the ask‖ has been made
5. Evaluate Your Assets: What Makes you Different?  Mission & Vision  Leadership – Board of Directors, advisors, staff  Network of Influentials  Outreach capabilities  Deliverables & Product  Accomplishments  Value in the community  Audience /Customers / Clients / People Served  Competitors
6. Packaging Your Assets: Website, Marketing Materials, & Proposals  About the organization  Mission & vision  Leadership – Board, staff, advisors/consultants, notable past leaders  What makes you different  Supportive quotes from ―customers‖ or donors  Major accomplishments  Short success stories  Other financial supporters  Favorable press clips & OpEds
7. Researching Potential Partners  Develop & Maintain a Prospecting List  Rank your prospects – 1-5  Identify a prime contact in the company  Identify a liaison from your organization with a relationship to the company  Include areas of interest to both your organization & the company  Keep track of communication and status
8. Researching Potential Partners  Corporate Lobbying Expense Reports  Donors to competing organizations  Network with Lobbyists & Lawyers  Attend conferences & events  Set-up networking meetings with corporate rep  Invite prospects to your events
9. Researching Potential Partners: Resources  Chronicle of Philanthropy  Wall Street Journal – articles and advertisements  BusinessWeek – articles and advertisements  Opensecrets.org & lobbyingdisclosure.house.gov  Trade publications  Roll Call – articles and advertisements  www.sponsorship.com  Guidestar  Foundation Center
10. Managing Corporate Partners: Expectations & Communications  Written Proposal – list expectations & deliverables  Thank your partners appropriately  website & promotional materials  Establish communication system  Monthly phone call  Quarterly meetings  Email updates  Share your accomplishments – e-newsletter  Make valuable introductions & assist with networking
11. Managing Corporate Partners: Stay Informed  Stay informed of corporate news  corporatepress releases  Keep track of stock trends  WSJ, FT, & other financial press  Who else are they giving to  Leverage the corporation’s clients & competitors  Establish relationships with the corporation’s outside consultants & lobbyists
12. Evaluating the Partnership  Visibility  Printpress clips  TV or radio mentions  Logo signage  Deliverables  Participationin events or meetings  Contributions to reports or publications  Clients served  Networking  Valuable introductions
13. Cecilia Martinez cimartin@juno.com Executive  Nonprofit & Business Management — Director, The budgets and finance, personnel and Board Reform Institute management, corporate & donor affairs, media relations, government relations Vice President, (state & federal), program and event Guerin Inc. management  Fund-raising & Business Development— foundations, individual donors, corporate 703.535.6897 gifts, and grant administration  Communication and Writing—grant- writing, business proposals, and direct mail donor appeals www.CeciliaMartinez.org