going beyond exhibiting

Going Beyond Exhibiting: Strategies for Taking Your Corporate Supporters to the Next Level

Association Foundation GroupMay 19, 2011

Nicole KukowskiElizabeth Engel

About UsNicole Kukowski,MBABusiness Partnerships

ManagerGlobalGiving Foundation

About UsElizabeth Weaver Engel,

CAEDirector, Marketing and

SponsorshipNational Association of

Children’s Hospitals and Related Institutions (NACHRI)

About You

Back channel representative

Hashtag: #afg11

What are your biggest questions?

Exhibiting Sponsorship PartnershipMoving beyond event-based fundraising

Case Study: National Association of Children’s Hospitals and Related Institutions

What Do Partners Want?• Exchange of value• “You can have the car in any color you want as

long as it’s black”• Just ask• Just deliver• Opportunities to demonstrate expertise• Reach beyond conference attendees• “Ask how much I can do for my sponsors, not

how little I can get away with” David Patt

Also: what do YOU want?

The Laws of Attraction: How to Engage New Corporate Partners• Demonstrate VALUE

– The association/organization is there to support the corporate partners programs, rather than they are there to support you.

– Customize your pitch

• Know your partner – Think beyond the company basics For example, consider issues like employee

engagement, industry challenges, competitors, new leadership changes, HR, new product development, global expansion.

The Laws of Attraction: How to Engage New Corporate Partners•Think strategically

– Explore partnerships that are aligned with your mission, goals, and strategy

– Spend more time on less prospects, for more fruitful results

– Be willing to say no

•Referrals from current partners are key Fidelity Launches Online Referral ToolMarch, 2011- Fidelity Investments launched a new Web-based research tool

designed to help independent advisors find new prospective clients and networking opportunities. “While referrals account for 51% of an advisors new business, only 20% of advisors ask their clients for them”, according to Fidelity.

Remember: relationships take time

Stand by Me: Strategies for Retaining Corporate Partners• Act as ‘the resource’, rather than ‘the ask’

– Consistent communication really does work– Provide a quarterly update/e-newsletter with relevant

info (not just a self-promotion piece!) – Include industry news, new partnerships launched,

and any relevant case studies that may have recently been published.

– Don’t be a pest! Monthly is too often

• Make connections– Host corporate partner webinars or luncheons – Establish a network of trusted partners and make

introductions

Stand by Me: Strategies for Retaining Corporate Partners• Evaluate

– Survey your partners annually, “How are we doing?”

• Be creative– Holiday and seasonal campaigns– Referral or loyalty programs

• Stay current– Keep an eye on your corporate partner: Google newsfeed

• Retention pays off– According to Gartner, “it costs eight to ten times more to

acquire customers that it does to retain them.”www.gartner.com

What’s New: Innovative Practices in Strategic Corporate Alliances

Cause Marketing– Ford Global Test Drive

Thought Leadership

What’s New: Innovative Practices in Strategic Corporate Alliances

Strategic CSR and Giving– Less giving options, but more dollars per giving

option

“Companies became more targeted in their giving, rather than spreading corporate funding across multiple social issues. Furthermore, the number of grants per full-time contributions staff member decreased, but the dollar value of these grants increased.”

‘2010 Giving in Numbers’, Committee on Encouraging Corporate Philanthropy

What’s New: Innovative Practices in Strategic Corporate Alliances

Joint Ventures– Danone and Grameen Bank

http://www.youtube.com/watch?v=eS1SC7kUPCI

Corporate Alliances Unrestricted Funds

Case Study: NACHRI Childhood Obesity Prevention

Corporate AlliancesProduct donations

Takeaways• Relationship that benefits both sides• Corporate:

– Branding– Access– “Glow”

• Organization:– Branding– Member benefit– $$$$

Use the assets and experience and promote the mission of BOTH organizations

Where to find us…Elizabeth Weaver Engel, CAEEmail: ewengel@nachri.org Blog: http://thx4playing.blogspot.com Phone: 703.797.6041Twitter: @ewengelLinkedIn: http://www.linkedin.com/in/ewengel

Nicole Kukowski, MBAEmail: nkukowski@globalgiving.orgPhone: 202.232.4784Website: www.globalgiving.org