the alford group summer webinar series...2016/09/08 · strengthening the not-for-profit community...
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Strengthening the not-for-profit community
The Alford Group Summer Webinar Series
July – September 2016
Register for additional webinars
in the series at www.alford.com
#NPOStrength
Strengthening the not-for-profit community
About The Alford Group
Brenda AsarePresident & CEO
• Mission: strengthen the not-for-profit community
• Founded in 1979• Served more than 3,000
organizations• Offices in Chicago, New York and
Seattle
Strengthening the not-for-profit community
Beyond Gold, Silver, and Bronze: Creating Meaningful Partnerships with Corporations
Diane KnoepkeSenior Consultant
@DianeAtAlford
Strengthening the not-for-profit community
September 8, 2016
The Alford Group Summer Webinar
Series
#NPOStrength
Beyond Gold, Silver, and Bronze: Creating Meaningful Partnerships with Corporations
Gold, Silver, Bronze
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great for Olympians great for anniversaries not so great for corporate partnerships
This reflects a limiting perspective
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event-centric,opportunities, dollar-driven categories
small, tangible bundles of goodness
similar, philanthropic objectives
Philanthropic objectives: corporate giving
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Giving by corporations, 1975−2015
(in billions of dollars)
SOURCE: Giving USA Foundation | GIVING USA 2016
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Partnership objectives = why we investhow our business workswhat drives business value
Philanthropic objectives = why we give how we givewhat drives social value
We have more, bigger pies we can dig into…
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If we can make what companies crave
Companies invest budgets for a variety of discrete reasons
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Giving, Foundation
Corporate Social
Responsibility
Community Relations, PR
Employee Relations, HR
Sponsorship, Cause
Marketing
Product Development
Data and Research Innovation
Instead of offering badges of honor, let’s offer tools and solutions
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Demonstrate corporate citizenship
visibilityIncrease
awareness
Showcase products, services, expertise
awareness
Change or reinforce
image
Differentiate
Demonstrate community investment
attitudeGenerate
leads
Stimulate sales or trial
Directly engage
customers
Directly engage
employees
behavior
More integratedBusiness-driven
Less integratedAdvocate-driven
Why companies invest
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Company objectives
Tangibility
visibility
Shareability
Participation
Celebration
awareness
Branding and affiliation
High-value content
Authentic connections
attitude
Problem-solving
Creating something
together
Delivering employee
value
behavior
Less integratedAdvocate-driven
More integratedBusiness-driven
What drives business value
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Company value drivers
Partnership program example: Dress for Success Worldwide
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Demonstrating community investment, thought leadership
Directly engaging customers and employees
Showcasing and integrating products, services
Key considerations in corporate partnership strategy
Your organizational objectives Your inventoryCurrencies: yours and theirsProspects you can serveResources for implementationCommunications
1
2
3
4
5
6
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How can we craft business and mission impact simultaneously?
What are our objectives that partners could help us meet?
Which partners could be a good fit for us?
Which partners could support our goals?
Which partners could help us drive our goals?
How can we not only balance, but boost, each other’s plans?
Your organizational objectives1
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Advertising
Sampling, display
Brand or product
integration
awarenessVolunteerism opportunities
Networking opportunities
Sales promotions
behavior
Value and pricing based on underwriting cost and
gift level
Value and pricing based on potential for
business-building
Recognition: digital, print,
event
visibility
Promotional rights
Access to content
Positioning as thought/ industry leader
attitude
Your inventory2
Company benefits
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Your inventory2
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What you could propose
What you should propose
Currencies: yours and theirs
IMPACTPRODUCT/
SERVICEDATA NETWORKS TOOLS
EXPERTISEMEDIA
INVENTORYINFLUENCERS DESIGN CREDIBILITY
ACCESSGEOGRAPHIC
FOOTPRINTDIGITAL
FOOTPRINTTRACK
RECORD
PEOPLE STORIES REACHMEDIA
INTERESTTREND
SPOTTING
TRAINING SUPPLYCHAIN
BRAND STRENGTH
IMAGERY CULTURE
3
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Prospects you can serve4
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Their current and possible objectives for partnership
How their business works
What their brand stands for, what corporate values they espouse
Who their current/target customers are
Who their current/target employees are
Their current partnerships
Resources for implementation5
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Need resources for: Prospecting Cultivation Research Sales/solicitation Servicing Coordination Measurement and reporting Financial management
Communications6
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Instead of offering badges of honor, let’s offer tools and solutions
#NPOStrength
Questions?
Register for additional webinars:
www.alford.com
Chicago (312) 929-4646
New York (845) 439-1242
Seattle (206) 548-0451
Diane [email protected]
@DianeAtAlford
The Alford Group Summer Webinar Series
How Philanthropists Make Transformational GiftsThursday, September 22nd – Presented by Maree Bullock and Karen Rotko-Wynn
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Stay tuned for announcements about additional webinars this fall.