hospcorpdev 060210
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Hospital Corporate Development Summit
BMC’s Approach to Corporate Development
Presented by
Joe WatersDirector, Cause & Event Marketing
Wednesday, June 2, 2010
Rules of the Road
• Put down your pens
• Wherever you go [online], there I am:
– Selfishgiving.com
– @joewaters
• Not about corporate giving, about corporate
opportunity
FLW
To share the background of BMC’s corporate
development program so you can build your
own with cause marketing as a cornerstone
~
Boston Medical Center
• Private, not-for-profit hospital
• 575 licensed-beds
• In-patient, clinical and diagnostic services
• Nearly one million visits annually
• Academic Medical Center affiliated with
Boston University
But Very Different…
• Largest safety-net in New England
• Programs make us different
• Half of patients make < $20,000 year
• Still seen as “Boston City Hospital”
• Donors share ideals, not experiences
Govt.Grants
AnnualFund
BusinessPartners
EmployeeGiving
Foundations
Events
CorporateSponsors
Major Gifts
Development1998 - 2004
$$$ Branding Relationships
Cor
pora
te S
pons
orsh
ips
Business Partners
Cause Marketing
Corporate Development Program, 2004
Foundations & Grants
Major Gifts
Corporate Development
Setting Stage for Success
• Buy-in from senior management
• Cause marketing committee
• Commitment of resources
• Entrepreneurial spirit
• Existing assets to get started
$$$ Branding Relationships
Cause Marketing
What is cause marketing?A partnership between a nonprofit and
a for-profit for mutual profit
• Percentage-of-Sale
• Point-of-Sale
• Licensing
• Cause Promotion
• Corporate Social Marketing
Two Tactical Approaches
Percentage-of-Sale
Point-of-Sale
Cause Marketing Isn’t Philanthropy
Cause Marketing Isn’t Impossible for Ordinary Hospitals
Cause Marketing Isn’t Sponsorship
$$$ Branding Relationships
Cor
pora
te S
pons
orsh
ips
Why Companies Sponsor Events
• They care about you
• They do business with you
• You reach a key audience
• You provide access
• They like the halo
• They need the visibility
Companies that you don’t know
and are not current sponsors
Companies that know you and
are not current sponsors
Companies that know you and
are current sponsorsProspecting Circles
The Cause Marketing Twist • Target retailers with foot traffic & locations
• Sponsorship is free in exchange for access to real $$ (i.e. customers)
• POS program means $$, publicity, participants & more sponsors!
• Win-Win-Win
Halloween Town
$$$ Branding Relationships
Business Partners
• If you think you can, you can
• Treat’em like partners, donors
• Use for momentum, access and money
• Target the ones that “get it”
• Make friends with this person
Business Partners
$$$ Branding Relationships
Cor
pora
te S
pons
orsh
ips
Business Partners
Cause Marketing
Corporate Development Program, 2004
C
ause Marketing Bus
ines
s Par
tner
s
Sponsorships
$$$$ $$
$$
$$ $$
$$$$
Corporate Development Program, 2010
$$
• Partnerships with NPO’s
• Focus is on point/percentage-of-sale
• Expand beyond Eastern Mass
• 50% of something is better than 100% of nothing
Your Next Steps
• Start a cause marketing program
• Leverage your vendors
• Mashup with sponsorship
• Work inside out
• Get busy with social media
Joe Waters
Director, Cause Marketing
Boston Medical Center
617-414-5572
Selfishgiving.com
@joewaters