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Big Gift & Partnership Strategies
Hailey Cavill, Cavill + Co and
Fiona Gosschalk, Murdoch Childrens Research Institute
DARE TO DREAM OF A CORPORATE PARTNERSHIP
© Cavill + Co, 1 March 2012
Big Gift & Partnership Strategies “Vision without action is a dream.
Action without vision is
simply passing the time.
ACTION WITH VISION IS MAKING A
POSITIVE DIFFERENCE”Joel Barker
Big Gift & Partnership Strategies
About me, and the partnerships we create
Big Gift & Partnership Strategies
our corporate clients
Big Gift & Partnership Strategies
our not for profit clients
Big Gift & Partnership Strategies “The dreams I only thought
about, the ones I took no action on,
well they are still dreams. But the ones that I took action on,
they are now a reality”Catherine Pulsifer
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Big Gift & Partnership Strategies
Would you
like a robust, tried and tested
process for ACTION and success?
Big Gift & Partnership Strategies
Big Gift & Partnership Strategies
What we will cover today
•Case study: Murdoch Childrens Research Institute corporate partnerships strategy - how they successfully secured 4 partners and over $2m in untied funds•Behind the scenes: of the 4th partner –Vaalia•Top ten: tips for success•Q&A
Big Gift & Partnership Strategies
Sponsorship v partnership
• Content
Big Gift & Partnership Strategies
CASE STUDY
Big Gift & Partnership Strategies
Murdoch Childrens Research Institute
•In 2005, limited income streams•Excellent philanthropic support and some fundraising events•Needed untied funds to seed-fund new research•Began HeartSmart® process in 2006
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•Set intention for corporate partnerships: untied income, raise our brand awareness•SWOT(A) with action list -specific to achieving our intention in corporate partnerships •Key weakness was low brand awareness, we had not utilised Sarah so ran an ad campaign featuring Sarah – increased by 53%
Big Gift & Partnership Strategies •Addressed weaknesses: Melb
based, stiff competition, lack of staff engagement opportunies for corporates•Created an Assets Register –valued at $870k•Valued the Murdoch Childrens: $150k pa•Identified 100+ suspects based on synergy > narrowed to 20 Prospects•Prepared a model for engagement + guidelines
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•Prepared credentials presentation vs ‘proposal’ •Researched each Prospect thoroughly•Went to market at optimum time for prospects with a July-June financial year –February 2008•Secured Snooze within a few months - $450,000 over 3 years
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• upgraded Kay & Burton (Victorian real estate agency) from sponsor to partner - $600k over 4 years
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• In 2009, year 2, we were so busy managing partners that we missed optimum time. We signed up no-one!
• In 2010, year 3 – we went to market at the right time – signed up SPC and Vaalia: $900,000 over 3 years untied
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• Research revealed: LGG backed by science, wholesome and healthy products, 3 ranges aimed at babies (6 months), toddlers + children, transparency on pack
• Mission: ‘nutrition and wellness the world over’
• New campaign ‘its hard to hide when you’re happy inside’
• No cause partner
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• Approached in Feb with email to marketing manager as fin year July-June
• Immediate response – met and presented credentials presentation
• Minimum guarantee was agreed, Brief Template issued to Vaalia
• Once had Brief detailing their objectives presented a tailored proposal and MOU
• Took 9 months to finalise prior to contract being signed
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The first thing we created was a “Positioning statement”, tagline and partnership logo
Big Gift & Partnership Strategies Activities - internal
Partnership announced to staff late May 2011 across all Parmalat sites – video from Sarah Murdoch shared with staff
Big Gift & Partnership Strategies Activities - external
Launch on Sunrise http://www.youtube.com/watch?v=ZKwIAJvsQjE
•http://www.youtube.com/watch?v=ZKwIAJvsQjE
Big Gift & Partnership Strategies
34Activities - internal
• A morning tea held mid June to announce the launch of Vaalia’s Smile Tiles application on Facebook
• Morning tea with yogurt cupcakes with the partnership logo on it for staff
• Partnership announced via media mid June B
ig Gift & Partnership Strategies Partnership logo and explanation on 28 packs
and partnership flyer for GPs
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Multi-packs feature donation form
Big Gift & Partnership Strategies
Multi-packs feature donation form
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© Cavill + Co, May 2011
Ads in Mother & Baby and on website
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© Cavill + Co, May 2011
Activities
• Website exposure -Vaalia
Insert
donation
form image
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© Cavill + Co, May 2011
Activities
Insert MCRI
website
print screen
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Adverts
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Big Gift & Partnership Strategies
© Cavill + Co, November 2011
Staff involvement/fundraising
http:/
Big Gift & Partnership Strategies Results
• $450,000 untied funds committed to Murdoch Childrens for funding critical experimental research
• Vaalia helping build brand awareness to new young donors – at no cost to Murdoch Childrens
• Alignment with Murdoch Childrens helping to differentiate Vaalia in the competitive yoghurt sector, enhance brand health, reinforce scientific underpinning of brand and motivate staff
• It’s a win-win partnership
Big Gift & Partnership Strategies Bonus development
http://www.youtube.com/embed/Yjh_E7nG4bM
Big Gift & Partnership Strategies Bonus development
http://www.youtube.com/embed/Yjh_E7nG4bM
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“Learn all you can from the
mistakes of others. You won't
have time to make them all
yourself”
Alfred Sheinwold
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Tips for success
1.Timing is important – approach your corporate prospect when they are deciding their budget not when you need the money
2.Prepare – take the time to address your weaknesses and build up strengths – so that when you do approach you’ll have a better chance of success. Be ruthlessly honest
Big Gift & Partnership Strategies
3. Become brand savvy – build your brand character and awareness – put a value on your brand and don’t give it away for a song!
4. Know what you have to offer – do an Assets Register and get it valued. Don’t wait until you are sitting in front of a prospect!
5. Follow a tried & tested process – don’t waste time making it up or listening to people who have never done it
Big Gift & Partnership Strategies
6. Educate your board - about the new trends, CSR, the language of partnership – get out of the charity/philanthropy needy mindset –this is business. Business language + approach will unlock those BIG budgets!
7. It’s all about synergy – identify prospects based on synergy not who knows who B
ig Gift & Partnership Strategies
8. Go for the BIG purse: Marketing + CSR. Philanthropy is small and declining
9. Understand your target – the corporate mindset: impact of GFC, sectors in growth and decline – read BRW, Boss, Ad News
10. Long term vision and patience!
Big Gift & Partnership Strategies
“The critical ingredient is getting off your butt and doing something. It's as simple as that.
A lot of people have ideas, but there are few who decide to do something about
them now. Not tomorrow. Not next week. But today.
The true entrepreneur is a doer, not a dreamer”
Robert Browning Big Gift & Partnership Strategies
“Commitment leads to action.
Action brings your dream closer”
Marcia Wieder
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Big Gift & Partnership Strategies
For more information and free [email protected] 5966 2446
© Cavill + Co, 1 March 2012