> Integrating Corporate Campaigns and Individual Giving

> Learning Objectives

> How to leverage corporate partnerships to strengthen or build an individual giving program

> How to use technology and other social media to connect cause marketing campaigns to individual donors

> How to extend an employee giving program to include customers and business partners

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> Overview & Agenda

> Corporate Partnerships Trends & Shifts

> Individual Giving Trends & Challenges

> Leveraging Corporate Resources for Individual Giving

> Customer Donations

> Employee Giving

> Loyalty Programs

> A Case Study: Reading Is Fundamental

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> Corporate Partnership Industry Shifts

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> Sponsor Shifts

EVENT MARKETING

CAUSE MARKETING

PHILANTHROPIC MARKETING

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> Consumer/Employee Shifts

EVENT PARTICIPATION

VOLUNTEERISM

FUNDRAISING/ACTIVISTS

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> Evolution to Mission-Driven PartnershipsSPONSORSHIP: An investment in exchange for marketing & promotional benefits

CAUSE MARKETING: Promotion of product/service sales tied to a donation

PHILANTHROPIC GRANTS/DONATIONS: Donation without the expectation of promotional benefits

CONSUMER/EMPLOYEE ENGAGEMENT: Enlisting constituents in volunteer, advocacy or fundraising activities

IN-KIND: Budget-relieving or meaningful products, services, technology, loaned executives, fundraising vehicles, etc.

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> Evolution to Mission-Driven PartnershipsVENTURE PHILANTHROPY: Companies enlisting professionals to provide business solutions to nonprofit partners

STRATEGIC PHILANTHROPY/PHILANTHROPIC MARKETING: Focused philanthropic investments and marketing affiliations

MISSION-DRIVEN PARTNERSHIPS: Embrace shared values, mission-driving, consumer-engaging, citizenship-building activities

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DEEPER RELATIONSHIPS WITH COMPANIES MEANS

MORE OPPORTUNITIES FOR DONOR CULTIVATION

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> Corporate Partnership Industry Trends

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> Collaboration Across Sectors

NEARLY 9 IN 10 AMERICANSSAID IT IS IMPORTANT THAT BUSINESS, GOVERNMENT AND NONPROFITS

COLLABORATE TO SOLVE PRESSING SOCIAL AND ENVIRONMENTAL ISSUES.

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2008 Cone Cause Evolution Study

> Consumer Expectations GrowAMERICANS AGREE THAT NONPROFITS SHOULD LEVERAGE A VARIETY OF CORPORATE RESOURCES TO SUPPORT THEIR CAUSES

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EMPLOYEE VOLUNTEERISM

MARKETING & ADVERTISING SUPPORT

CASH & PRODUCT DONATIONS

INFORMATION ABOUT THE CHARITY ON THE COMPANY’S PRODUCT/PACKAGING

% OF PRODUCT’S SALES TO SUPPORT CAUSE

75%

67%67%

60%58%

Cone Corporate Citizenship Study 2004

> Consumer Involvement“WHAT IS THE MOST IMPORTANT BENEFIT TO YOU FOR GIVING TO A CHARITY OR PARTICIPATING IN A CAUSE RELATED EVENT?”

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79.6%

12.9%

4%

3.6%

Feeling good about myself for helping a worthy cause

2007 PRWeek / Barkley Public Relations Cause Survey

Meeting new people and networking

Having friends/family see me in a more positive light

Getting a tax write-off

> Leverage Assets & ResourcesCONSIDER WHEN/HOW YOUR DONOR INTERACTS WITH YOUR CORPORATE PARTNER:

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LOYALTY PROGRAMS

EMAIL/NEWSLETTER

WEBSITE/SOCIAL MEDIA

MEDIA/ADVERTISING

POINT OF SALE/REGISTER

PROMOTIONS

> Individual Giving Trends

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Individuals$229.28

75%

> 2008 charitable giving Total = $307.65 billion ($ in billions)

Corporations$14.50

5%Foundations

$41.21 13%

Bequests$22.66

7%

> 2008 Donor Pyramid

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PUBLIC = SUSPECTSPUBLIC = SUSPECTS

INCIDENTAL DONORSINCIDENTAL DONORS

ENQUIRERS & RESPONDERSENQUIRERS & RESPONDERS

TRYDONORS : CAMPAIGNERS : ADVOCATESTRYDONORS : CAMPAIGNERS : ADVOCATES

REGULAR DONORS : MEMBERSREGULAR DONORS : MEMBERS

COMMITTED DONORSCOMMITTED DONORS

MIDDLE DONORSMIDDLE DONORS

HIGH VALUEHIGH VALUE

MAJORMAJOR

PLEDGEPLEDGE

LEGACIESLEGACIESSource: Tony Elischer, 2008

> Donor Acquisition Costs

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> CAPITAL CAMPAIGN/MAJOR GIFTS: $0.05 TO $0.10

> CORPORATIONS AND FOUNDATIONS: $0.20

> DIRECT MAIL RENEWAL: $0.20

> PLANNED GIVING: $0.25

> BENEFIT/SPECIAL EVENTS: $0.50 OF GROSS PROCEEDS

> DIRECT MAIL ACQUISITION: $1.00 TO $1.25

> NATIONAL AVERAGE: $ 0.20Source: James Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process.

> Overall Giving

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> TOTAL CONTRIBUTIONS FELL BY A MEDIAN OF 3.3 PERCENT IN 2008

> BETWEEN 2004-2008, THE ABILITY OF CHARITIES IN THE SURVEY TO RECRUIT NEW DONORS DECLINED BY A MEDIAN 16.7 PERCENT

> TOTAL NUMBER OF DONORS REPORTED BY THE ORGANIZATIONS DROPPED BY A MEDIAN 5.2 PERCENT

Source: Target Analytics

> Online Giving

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> ONLINE FUNDRAISING GREW IN 2008 THANKS TO AN INCREASE IN THE NUMBER OF GIFTS

> BUT THE AVERAGE GIFT SIZE AMONG ALL ORGANIZATIONS DECREASED $15 FROM 2007

Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network

> Online Giving

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> INCREASE IN THE NUMBER OF GIFTS HELPED OFFSET REVENUE LOST FROM A DECLINE IN AVERAGE GIFTS

> AVERAGE GIFT SIZE ACROSS ALL PARTICIPATING ORGANIZATIONS WAS $71, DOWN $15 FROM THE PREVIOUS YEAR

> ONLINE INCREASED BY ONLY 26 PERCENT

Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network

> Online Giving

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> THIS DECLINE WAS MOST PRONOUNCED IN THE FOURTH QUARTER OF 2008.

> THE NUMBER OF ONLINE GIFTS INCREASED BY 43 PERCENT FROM 2007.

Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network

> Integrated Example #1: Fundraising Through Consumers

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> Consumers Raise Big Dollars Through

Athletic Events FUNDS RAISED THROUGH “ATHONS”

$1.75B7.5% GROWTH

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Source: Run Walk Fundraising Council 2008

> Individual Giving via Corporate Sponsored A-Thons

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> 3 million participants in more than 4,000 locations

> $306 million raised annually

> Highly local, grassroots events engage survivors, caregivers, volunteers

> 7 million participants in more than 1,000 locations

> $91 million raised annually

> Engages 20,000 company teams

> Raising Funds From the Generosity of Employees & Consumers

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> Raised $300M Since 1998

> Sell Miracle Balloons in Wal-Mart and SAM’S CLUB stores

> 100% money raised by each store/club given to CMN hospitals in Wal-Mart/SAM’S communities

> Engaged employees are the key to fundraising success

> Macy’s “Thanks For Sharing” Campaign

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> Program estimated to contribute $10.8 million to designated charities in 2007, a new record

> Macy’s shoppers invited to enroll in Thanks for Sharing for one-time $25 charge to their Macy’s Card

> Customers then earn 10% rewards on all Macy’s Card purchases fourth quarter each year and rewards provides as gift cards sent to participants the following spring

MACY’S ANNUAL CONSUMER DONATION PROGRAM DRIVES SHOPPING & DONATIONS TO CAUSES NATIONWIDE

> Macy’s & Reading Is Fundamental

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> $1 of every $3 supports a local RIF program in the state where the money was raised

> $1 of every $3 supports the Multicultural Literacy Campaign

> $1 of every $3 helps RIF provide reading resources to children nationwide

BOOK A BRIGHTER FUTURE: CONSUMERS WHO DONATED $3 TO THE CAMPAIGN RECEIVED A SAVINGS PASS FOR $10 OFF THEIR NEXT PURCHASE

> Fundraising with Sports Fans

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> Fans pledge money to the Prostate Cancer Foundation at prostatecancerfoundation.org for each home run hit in 60 selected games

> MLB players, officials wear blue ribbons, blue wristbands, blue ribbon temporary tattoos and blue eye glare to raise awareness

> Game used bases, home plates and dugout lineup cards with blue ribbon logos auctioned later to raise additional funds

> $27.5 million generated to date

GILLETTE PROSTATE CANCER “HOME RUN” CHALLENGE

> Text-to-Give CampaignsNonprofits Value “Armchair Activism”

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EXTENDING THE RED KETTLE CAMPAIGN:

Text "TSA" — which stands for "The Salvation Army" — to 90999 and a $5 donation will be added to your phone bill

END POLIO NOW CAMPAIGN:

Donate $5. Text POLIO to 90999.

> Integrated Example #2: Fundraising Through Employee Engagement

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> Nestlé USA

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> Averages approximately $200,000 per year. Half is employee giving, half is a corporate match

> The funds are used to provide RIF Books for Ownership for schools where Nestle employees live and volunteer

> Nestlé USA

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> RIF is the 2nd largest program to receive employee contributions after the Nestle Adopt-A-School Foundation

> Program has grown from supporting 36 schools in the late 90's to more than 55 in 2009, with continued expansion expected

> Case Study: Reading is Fundamental

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> RIF & US Airways 2009 Campaign

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> Fly with US. Read with Kids®

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> How Did We Get There?

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> Kaplan Employee Giving & Facebook Support

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EMPLOYEE GIVING CAMPAIGN> First campaign of it’s kind for Kaplan Test Prep & Admissions

> 20 donations, all new donors to RIF.

SOCIAL NETWORKING CAMPAIGN> Facebook application to drive traffic to RIF’s Facebook page

> 2008 Read with Kids Challenge: Results

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TOTAL MINUTES READ 3,866, 996Goal Met: 1 million minutes read 3/24/2008

Total participants 16,505

US Airways Employee Participants 492

Planes Painted 11,000

Airspace Members 200

Tell-A-Friend Emails Sent 2,782

Kids who have experienced the joy of reading Countless

> 2009 Campaign: Read with Kids Challenge

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> 2009 Campaign: Read with Kids Challenge

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> Supplemental grants to RIF programs in 7 cities> 2009 Read with Kids Challenge> Promotion in US Airways magazines and on US Airways.com> Custom Maisy book and Dividend Miles for supporting RIF> Club lounge libraries and promotional materials

> Support RIF – Get a Maisy book & Dividend Miles!

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> US Airways Communications to Dividend Miles Members

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> Solo email to all 6.9 million Dividend Miles members> eStatement Dividend Miles News promo> eSaver Dividend Miles offer> US Airways inflight magazine> Web banners on USAirways.com > Landing page > Confirmation Page > Dividend Miles homepage

> A Few Final Thoughts & Ideas

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> QuestionsThank YOU!

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