Corporate Giving 2.0 The world has changed. Have you?

Anthony Petchel

Director of Development

Oregon Museum of Science and Industry

APetchel@omsi.edu

Objectives

Trends in corporate giving

Thinking outside the toolbox

Corporate Giving @ OMSI

Corporate Giving FY15 ◦ Unrestricted: $800k

◦ Restricted: $686k

◦ In-kind: $1M

Corporate Donors ◦ 120+

Staff ◦ Full Time Corporate Relations Officer

◦ 5+ supporting staff members

Average actions ◦ 36 per donor

Where to focus? 1.09% of Pre-Tax Profits

Source: Giving USA 2014 Survey

How much should I focus on

Corporate Giving?

How does corporate giving fit into your organization’s focused fundraising efforts?

What is normal for your sub-sector?

Tip: Don’t forget the employer match

Changing expectations and trends

in corporate giving

Giving is still not back to pre-recession levels

• . . .but companies are giving to fewer nonprofits

• . . .and asking for more in return

Average gift size has increased

• Community/Customer & Committee decisions

Decisions are taking longer

Giving is more focused

Want a gift? Better have someone from the company on your board

What type of corporate giving?

• B-Corps

Corporate Philanthropy

Corporate Foundations

Employee Giving Programs

Marketing

• Individual giving through their company

Privately Held Companies

The Silver Bullet (Shhh. . . . .Don’t tell anyone)

Building and maintaining a long-term and mutually beneficial relationship with your corporate donors will raise the most money.

The familiar cycle

Prospecting & Prospect Research

Discovery & Qualification

Cultivation

Stewardship

Prospecting

Research Events Start in your own backyard

Who you already know

Who already donates

Before you ask for the meeting

Do your homework

Do some more homework

Mission Alignment

Remember not all corporate giving is philanthropic

Who are you meeting with?

Typical Decision Makers

President/CEO/Owner

Senior Manager

Board or Committee

Marketing/PR Director

Corporate Foundation/Giving Manager

Setting the meeting

Did you do your Homework?!

Who will connect you?

NO Cold Calling!!!

Initial Meeting

Do Not

• “I’ll just wing it”

• Assume they know/love you or your mission

• I’ll just wear. . . .

• Just give them the folder

• Come unprepared

• Ask for money on first visit

• Forget to follow-up

Qualifying

Do They Have

•Connection

•Interest

•Capacity

•Bandwidth

Relationship Building

Stewardship

Thank Build a relationship

with your organization

Demonstrate the impact of their gift

Give

Cultivation

It takes time Show interest

in them Give first Be Authentic

Call- but not

just when you

need

something

The Corporate Dating Game

• Donor tour

• Volunteer opportunities

• Introductions (such as to the Board, other sponsors, etc.)

• Check-ins (no ask)

• Invite to events

• Send them business/contacts

• Send articles of interest

Cultivation Ideas

Leading up to the Ask-

Cultivating Buy-in

Tip: If you want money, ask for advice.

If you want advice, ask for money.

Not another Gala, Golf Tournament,

Walk, __________event, etc.

Corporate gifts 2.0

• Adopt a __________.

• Matching gifts

• In-kind

• Bottom-line relieving

• Employee giving campaigns

• Benefit Day

• Non-cash benefits

• Cross-promotion

Making Restricted Asks

Unrestricted

Bottom-Line Relieving

• Know your budget

• What are your strategic priorities

• Leverage

• In-Kind

• No Admin= No Programs

Crafting the Case

Messaging

• Keep it simple

• Impact

• Why you?

• How does your case align with your priorities and the priorities of the company?

Delivery

• Short

• Compelling: stories (heart) and data (mind)

• Visually appealing

• Appearance matters

Have a variety of solicitation

materials at your disposal

Use what is appropriate

• One paragraph description

• One page fact sheet

• Cover letter

• Full proposal (3-5 pages)

• Response form (if needed)

Other materials: annual report, impact data, 990, IRS letter, financials, press kit, etc.

The Proposal

Key Elements

• Professional appearance

• Compelling description of event/opportunity

• How will the partnership benefit the company

• Specific benefits they will receive

• Audience demographics

• A specific dollar amount

• Concise

• Budget included

Solicitation Strategy

Prep

• Do your homework

• Ask for the right amount

• Lead time (60 days 6 months)

• Don’t give too many choices

• Who should ask?

• Anticipate objections and questions

Ask

• In person is best

• Peer ask

• The bigger the ask the bigger the title

• They shouldn’t be surprised

• Be prepared to negotiate

• Know when it’s a True No

Scripting the Solicitation

Know before you ask

• Who- does the talking?

• What- are you asking for?

• Where- are you asking?

• When- in the conversation are you making the ask?

• How- much are you asking for?

Know the 4 faces of “NO”

• To this project, but perhaps another no

• Not now, but perhaps later no

• To the amount asked for no

• Forever: the real NO NO

The “Yes"

Congratulations! You secured the

sponsorship! Now what?

Sponsorship Agreement

Follow-through

Follow-up

Repeat

The Sponsorship Agreement

Every sponsorship should have an agreement

• Formalizes conversations

• Keeps both parties on the same page

• Clarifies roles, responsibilities, and deadlines

• Clear deliverables

Stewardship

Corporate Perspective

• Homework!

• Did I mention follow-up?

• Recognition and acknowledgment

• Post-event check-in (no ask)

• Formal report (always)

• Make sure you fulfilled your end of the agreement

• Keep in contact all year

• Send hand written thank you note(s)

Reporting

• Follow-up and more follow-up, particularly for events

• What was the ROI?

• Be timely and continuous in communication

• Are they using/receive all of their benefits?

• Impact

Stewardship ideas

Donor thank you event

Nominate for awards

Helping them be successful

Invitation to special event

Volunteer opportunities

Connecting with others

Press releases

Newsletters article

Social media tags

Annual report, donor wall, etc.

Pet Peeves

Errors (Spilling, legos, cOPY, ect.)

Last minute requests

Unprofessional appearance

Overselling impressions (quality vs. quantity)

No value to company

Not doing your homework

Not thanking

Taking company for granted

Recap

• It’s about them Donor-Centric

• Appearance matters Professionalism

• It can take years The long-game

• The cycle never stops Engagement

Questions

References & Resources

WVDO Corporate Affinity Group

http://http://philanthropy.com/section/Corporate-

Giving/449?cid=megamenu

https://www.michiganfoundations.org/sites/default/files/resources/Giving-

in-Numbers-2013-CECP.pdf