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| Dear “Business as Friend” Colleague, Did you know that ninety-two percent of U.S. businesses support some type of charitable cause? Companies have come to recognize the impact that corporate philanthropy plays on their bottom line and have developed a number of avenues for corporate giving that can benefit both charities in their communities and at the same time enhance their own economic performance and reputation. This issue of OTG eTA provides a compass to help build understanding of corporate motivation while navigating the corporate world to secure resources for your program. Click on the headings to the right to learn more about finding and securing support from large and small companies in your community. Read the definitions in the left-hand grid column. Indicate the different methods shown below that corporations use to support charity in the right hand column. These methods are usually applied based on the length of time and level of trust relationship between of a corporate and nonprofit entity. Give your best guess as to whether the method represents a new or a mature relationship. The answers can be found at the bottom of the chart.
Click here to download a printable quiz to use with your volunteers.
Answers: 1 (c), 2 (a), 3 (e), 4 (d), 5(b), 6 (f). The first three work best for building new relationships. The last three are appropriate for mature relationships. Some people would add a seventh category of corporate giving: socially
responsible business practices, where a business adopts practices
or makes investments that further social causes Choose Your Corporation Strategically In the tension that exists between the corporate and the nonprofit sectors, there is one area where fundraisers and business owners/managers can intersect that results in a win-win situation for both. Cause Related Marketing (CRM), funded by marketing budgets, provides nonprofits with access to corporate dollars not always available in outright giving. For businesses, an opportunity to demonstrate good community relationships can result in higher profits. One of the earliest examples of cause related marketing occurred in 1983 when American Express pledged to give a one cent donation to the Statue of Liberty’s restoration campaign every time someone used its charge card. The campaign raised $1.7 million for the restoration and American Express card usage grew by 28%. Cause marketing is not just for national nonprofits and major corporations. Selecting the right company for your organization can build profit and brand equity, as well as employee and customer loyalty, while promoting your mission. Think about your local businesses and how you could work with them to the benefit of both. For example…a homeless shelter can partner with a dry cleaner to collect winter coats for school children; a dentist who gives free dental care for homeless men is featured in you local paper. Share
other ideas you have on your list serve or Click here for guidelines when choosing a corporate partner.
Corporate Sponsorship Packages Corporate sponsorship packages <glossary>are often devised as a way to gain support from a business for your special event, although they can be used at other times as well. As far as your business partner is concerned, corporate sponsorship packages are all about advertising. Think of as many ways possible to get your business partner’s name out there. Structure different levels of sponsorship packages so that the largest donors receive the greatest visibility. You can build benefit packages so that the value grows with additional funding. Click here to access some ideas to include in your corporate sponsorship benefit packages.
Let us know Do
you have questions about developing strong corporate relationships
in your community? Contact us at LEADline@CampaignConsultation.com Thank you for your interest in On-The-Go eTA. We encourage you to send this and other issues of OTG eTA to friends and colleagues who would benefit from the information. Also, if you’re on information-overload, you may request email removal. Otherwise OTG e-TA will be back soon with another edition.
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Details from above: Choose Your Corporation Strategically (cont.) Fit:
Alignment: Distinction: Agreement: Additionally, look for a company that:
Corporate Sponsorship Packages (cont.) Sponsorship packages benefit your partner without cost to you: Platinum Sponsor
Gold Sponsor
Silver Sponsor
Bronze Sponsor
 Cause Marketing: (n) A partnership between a charitable organization and a for-profit company which raises money for the nonprofit and visibility for the company. Corporate Sponsorship Package: Visibility and benefits offered by nonprofits to businesses in return for a support for their cause.
National ASK to Sustain Institute, sponsored by Corporation
for National and Community Service, provided by Campaign Consultation,
Inc. 1998, 2002 2004 Cone Corporate Citizenship Study www.coneinc.com
2005 Cone Holiday Trend Tracker Cause Marketing Forum: www.causemarketingforum.com Ford Foundation Corporate Involvement Initiative 1995-2003: Part of the Solution: Levering Business and Markets for Low-Income People Frugal Marketing. Cause-Related Marketing, by Steven Van Yoder at www.frugalmarketing.com Corporate Partnerships Benefits Both Parties, Fund Raising Success Briefings, February 2006. Independent Sector. Mission and Marketing: The Ten Commandments of Cause-Related Marketing, by Kurt Aschermann at www.independentsector.org On Philanthropy. Article Trends at www.onphilanthropy.com
Additional Learning Products and Services Online
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Available through the Resource Center, Click Here LEADline:
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us GIZMOs:
For more information: Download The
Chronicle of Philanthropy: Workshops: Featured Workshop: Participants in Writing for $$$-Individual Appeal Letters will learn techniques for diminishing costs while raising more resources. Topics covered include:
For
more information, contact Susan Hailman at Campaign Consultation,
Hailman@CampaignConsultation.com
Let us know by contacting us through LEADline@CampaignConsultation.com
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