Download - Corporate Fundraising Pitching to Win
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Corporate Fundraising –Pitching to Win
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Pitching to WinCourse Objectives
• Understand company viewpoint • Be able to develop & negotiate appropriate packages • Practise pitching • Be better able to handle meetings and negotiations
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3 key questions
• What do you need?
• What can you offer?
• What are you good at?
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Volunteers
Younger donors
Cheap premises
Increased profile
Supported
employment
opportunities
Unrestricted
income
Access/introductions
to business sector
New legacy
prospects
More men accessing your
services
Legal expertise
Better public transport to
your services
Call centre services
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What are companies looking for?
• Good PR
• Overcome negative PR
• Celebrity involvement
• Endorsement
• Recognition
• Motivate & reward staff, customers, consumers
• Volunteering opps
• Help recruitment
• Reduce costs
• Improve safety
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What are companies looking for?
• Improve or enhance image
• Change image
• Develop new skills
• Build understanding
• Networking
• Expertise
• Increased sales
• Increased profitability
• Give something back
• Licence to operate
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What are companies looking for?
• Competitive advantage
• To stand out from competitors
• Not to be left out
• Recognition
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Corporate benefits
• Benefits can be wide ranging – vital to highlight all of them
• Recognize & value your offering – DON’T undersell
• Don’t offer everything to everyone
• Don’t oversell – always underpromise & over deliver
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Why might a company support you ?
• Policy
• Peer pressure (so find their peers)
• PR
• People (staff, customers, stakeholders)
• Profit
• Shared values or objectives
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Policy
• Can be found on websites/directories
• If you can demonstrate you fit - great!
• Policies are a guide to giving but not definitive
• Only large companies tend to have them
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Peer Pressure
• Get the right person to ask
• “Everyone else is doing it”
• or “X is doing it”
• Gives reassurance (and fear factor if don’t)
• Who are peers? Geographic, personal and sector
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PR
• Even if not overtly sought usually welcome
• Media partner great idea
• What support can you offer ?
• Celebrity support
• Never promise PR
• Consider different audiences
• Keep control/approval
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People
• Attract, retain, reward employees
• Think about longer term involvement
• Volunteering - esp. team challenges are v popular and may be essential
• Customers - is there a fit, mutual interest?
• Other stakeholders (e.g local govt, shareholders, even other charity partners)
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Profit• Increase sales (new markets & customers
(donors, service users, your suppliers, could they become a supplier?)
• Improve reputation
• Change perception (foreign vs. Scottish, Glasgow vs. London, staid vs. innovative, inward looking vs. outward looking, dirty vs. clean)
• Advertising/product placement
• Reduce costs
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Shared values/objectives
• Giving children the best start in life
• Promoting health
• Supporting communities in which they operate
• International focus
• Developing new customer markets
• Sustainability
• Care for the environment
• Commitment to fair trade and supporting developing world
• Faith (partnership/private companies rather than public)
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What companies need• Hygiene factors
• Establish your credentials (endorsements)
• Financially sound
• Able to deliver
• No negative PR
• One point of contact
• A case to sell internally
• Do their work for them
• Make proposals easy to distribute
• Show them what is in it for them
• Make it individual
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Developing packages
• Meet both partners’ objectives
• Appeal to target audience
• Be simple & easy to understand
• Have integral charity element
• Be achievable & financially viable
• Be timely
• Be legal & honest
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Why do we research companies?
• To find companies who might give us money
– who we should ask
– for how much
– when
• To find sponsors
• To find corporate members
• To find volunteers
• Gifts in kind
• CRM Partners
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Why do we research companies?• But also to find potential :
– Event participants
– Payroll givers
– Private donors
– Corporate foundations
– Work placements (e.g. homeless, disabled)
– Friends and ambassadors within the business community
– Find people who might support our cause
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Why do we research companies?• To make people listen and want to find
out more
• I’m calling you because... I’m writing to you because...I’d like to meet you because...
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Other reasons doors may open• Anniversaries (read packet labels)
• Moving to new areas (read job pages)
• New CEO - need for showcase event
• Death of key employee
• Personal involvement of staff (volunteers and beneficiaries e.g. Zurich)
• New company launch (e.g.KFI)
• Takeovers - especially foreign
• Renewable energy projects often have community fund
• Factory/site closedown etc etc…!
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Once the door is open
Keep researching
• Sales literature, staff magazines, notice boards
• Use the meeting or phone call profitably...
• Open questionnaire
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Brainstorms• Right environment
• Food & drink
• Ground rules laid down
• Positive atmosphere
• Clear objectives – no agenda
• Balance of people
• Not dominated by one person
• Scribe – use people’s own words
• No judgement at first
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Network Rail Pitch
• Wednesday 10.30am
• 15 minutes max per group
• Everyone to participate
• Pitch an idea for a mutually beneficial corporate partnership
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Your pitch should cover
• The idea
• How you see it working
• Your rationale for the idea
• Benefits to both sides
• Named charity partner
• No powerpoint
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Pitching• Know who you are pitching to – best team?
• Tailor it to the company
• Establish decision making criteria in advance
• Decide on messages before visuals
• Paint pictures as well as giving facts
• Gimmicks & jokes can backfire
• Check for special needs
• Leave behinds?
• Rehearse frequently and time it
• Leave AV to end
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Making the approach
• The most important word…
BECAUSE
• Talk in terms of the other person’s interest
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The sales process (from Dale Carnegie & Associates)
1. Find new opportunities
2. Pre approach
3. Initial communication
4. Interview
5. Opportunity analysis
6. Solution development
7. Solution presentation
8. Customer evaluation
9. Negotiation
10. Commitment
11. Follow up
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Making the approach
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Successful approaches
Don’t sell too soon
Use referrals
Have clear objectives & share them
Build credibility
First 10 words
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Why people buyPrimary interest
Other considerationsBuying criteria
Dominant buying motive
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Questioning Process
As is
Should be
Barriers
Payout
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Making the approach
• Research is important –
but so is asking
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Charity of Year 2009-10
• Primary beneficiary to be Edinburgh or Glasgow based i.e. local to either office
• The charity must have opportunities available for staff and supporters to volunteer time via practical help, pro bono work etc., rather than requiring financial assistance only
• Staff must have the opportunity to get involved in working with the charity via fundraising events, team building exercises
• The charity should be focused on people rather than animals
• The charity must be willing to work with TM in a proactive fashion, participating in TM led events, publicity and sponsorship opportunities
• The funds raised should show tangible benefits i.e. funding a minibus, providing renovation costs for a youth centre etc.
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Negotiation
No can mean;
• No - not now
• No - you’re asking for too much
• No - you’re not asking for enough
• No - I’m not the right person to ask
• No - I don’t want you to ask me
• No - that’s not quite right
• No - absolutely not
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Negotiation – top tips
• If the fee reduces so do benefits
• Ensure you have the authority
• Role of LIMit
• Try to grade & value your benefits