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SCANPO Corporate Partnerships LAUNCHPAD
March 8, 2017
CORPORATE PARTNERSHIP LAUNCHPAD
2017 SCANPO
PRESENTED BY:
MAUREEN CARLSON Chief Strategy Officer at Catalist
www.gocatalist.com
@Maureen_Carlson
Maureen Carlson
DEFINITIONS, BACKGROUND & TRENDS
SIZE OF YOUR ORGANIZATION 2017 SCANPO
WHAT IS CSR? 2017 SCANPO
Corporate social responsibility, often abbreviated as "CSR," is the sum total of a corporation’s initiatives to assess and take responsibility for the company's effect on environmental and social wellbeing. Many CSR tactics include activities like point-of-sale fundraising, direct-to-consumer fundraising, sustainability efforts, employee engagement, sponsorship, vendor activation, in-kind donations, grants, co-branded marketing and more.
WHAT IS THE VALUE OF CSR? 2017 SCANPO
• 82% of consumers consider a company’s social and environmental commitments when deciding what to buy and where to shop.
• Given similar price and quality, 90% of consumers are likely to switch brands to one associated with a good cause.
• 62% of employees would choose to work for a socially responsible company even if the salary is less than at other companies.
• 80% of workers consider a company’s social and environmental commitments before deciding where to work.
• The Millennial Mom is more likely than other demographics to consider CSR when deciding what to buy and where to shop (87% vs. 80% U.S. average).
• 87% of millennials will purchase a product with a social benefit and 82% will tell others in their networks about it.
Corporate Social Responsibility (CSR) and Social Engagement Drives Consumer Response
DEFINITIONS
Philanthropic Gifts
Cause Marketing
Employee Activation
In-kind & Enhancement
Sponsorship
Corporate Champion
2017 SCANPO
WHY COMPANIES ALIGN
• Global sustainability
• Increasing brand loyalty
• Brand differentiation
• Changing/strengthening brand image
• Creating company or product awareness and visibility
• Driving retail traffic or sales
2017 SCANPO
HOW COMPANIES EVALUATE 2017 SCANPO
WHAT’S BEING RAISED
• 2014 Charitable Checkout Study reports $388M raised by 77 million-dollar-plus POS programs.
• Giving USA says that of the $358B raised in 2014, corporations has comprised 5%, or $17.7B in 2014.
• IEG reports that sponsorship dollars for causes will be $2B in 2016 or 9% of the total sponsorship market.
2017 SCANPO
The LAUNCHPAD
DA
DEFINE YOUR PIPELINE
BUILD A FOUNDATION
RETENTION
INFRASTRUCTURE
DO YOUR HOMEWORK
DEFINE THE PITCH AND TEAM
CREATE THE OUTREACH TOOLS
PITCH PROCESS
STEWARD & RENEW
TOOLS SNAPSHOT 2017 SCANPO
BUILD YOUR FOUNDATION
Brand Fundraising
Brand Saturation Set goals for corporate alliances to increase brand awareness through both NPO and corporate partners activities in the marketplace.
Brand Resonance Set goals for corporate alliances to increase brand understanding or resonance in key growth markets and among key growth demographics.
The Opportunity Corporate alliances are valuable for both organizational brand growth AND for incremental fundraising that diversifies the fundraising mix.
Corporate Alliances Create multi-faceted alliances in an effort to maximize the financial opportunity.
Incremental Income Set goals for Income from alliances and consumer activation through those alliances.
SET EXPECTATIONS 2017 SCANPO
Is your leadership on board to align your brand with a commercial entity? If so, how? And to what extent?
Is your organization interested in creating proactive corporate partnerships or solely as a reactive response to opportunity that arises?
Is the marketing team fully integrated into corporate alliance activities or will alliances be viewed mainly as a fundraising initiative?
Is your organization willing to invest in corporate alliances in both human resources and capital investment? Or will the leadership expect activities to be conducted using existing resources?
Is your organization willing to leverage your paid, earned, owned and shared assets in support or your corporate partnerships or will you create partnerships solely on the strength of your impact and cause?
Will your organization create multi-faceted corporate partnerships or will you sell sponsorship of your programs and content?
Does your organization want to create a signature call-to-action platform campaign and slot in corporate partners or do you want to create individual campaigns with corporate sponsors?
ORGANIZATIONAL PROCLIVITY 2017 SCANPO
• Create rules about corporate engagement for all staff
Guidelines
• Define minimum thresholds for individual alignments and for a national campaign
Minimum Guarantee
• Define your assets & create tiered framework for engagement with corporations based on ROI and their overall combined giving
Assets & Tiers
• Create proactive and reactive pitching processes, and processes for fulfillment and management
• Legal and compliance processes
Process
• Define stewardship tactics, upselling strategies, expanding the relationship
Stewardship
PROCESS 2017 SCANPO
DEFINE ORGANIZATIONAL ASSETS PA
ID
• Paid Advertising Budget? Spent Where? Spent When? Reach?
• Leverage Patient Acquisition Advertising? When? How? Reach?
• Donated Advertising?
OW
NE
D
• Exposure On Homepage? When? How? Reach?
• Information In-Hospital? Where? Traffic? Reach?
• Donor Mailing Lists? Reach? Geography?
• Etc.
EA
RN
ED
• Proactive Media Relations Campaign? What Have Past Campaigns Generated?
• Celebrity? • Bloggers?
SH
AR
ED
• Mentions on Social Media Outlets? Which Ones? How Often? Include Corporate Partners and How? Reach Numbers? Frequency? Influencer Numbers and Examples?
CO
NT
EN
T
• What Content Can You Provide Your Corporate Partners?
• What Content Can You Build Together and Share Together?
OT
HE
R E
VE
NT
S
• Integration into Key Development Events? Which Ones? How Integrated? Reach? Demographics? Focus?
DEFINE YOUR ASSETS 2017 SCANPO
DEFINE ORGANIZATIONAL ASSETS
.
Corporate
Marketing/PR/Web
Special Events/ Annual Giving
Major Gifts Grants
Legal/ Comp.
Hospital Ops.
• Corporate Alliance Task Force (CATF) is created to provide guidance and to ensure an integrated and successful approach to corporate outreach.
• The CATF will vet corporate targets and then weigh in on overall corporate campaign strategies and bundled opportunities.
CATF
TASK FORCE OR SUMMIT 2017 SCANPO
MOST VALUABLE
LEAST VALUABLE
GE
NE
RA
L A
SS
ET
VA
LU
E
MEDIA CATEGORY
PAID
EARNED
SHARED OWNED • Television
• Radio • Print • Out-of-Home • Digital • Mobile • Celebrity
Endorsement • Radio Media
Tours • Blogger
Coverage • PR Stunts
• Press Release
*VALUE IS STATED BASED ON INDUSTRY GENERALITIES AND COMMON ASSETS ACTIVATED BY A NONPROFIT ORGANIZATION OR EVENT.
• Experiential event opps
• Product Sampling
• Dedicated P2P communications
• At-Event
Collateral & exposure
• Organizational and/or event website + other publications
• Influencer marketing
Posts on: • Facebook • Twitter • YouTube • Pinterest • LinkedIn • Instagram
BUILD A FRAMEWORK 2017 SCANPO
• Commits to a co-branded cause marketing program raising a minimum of $250,000 annually for organization.
• Commits to employee engagement in the cause through on-site teams.
• Highlight West Herr as a proud supporter of ORG and the Official Car of ORG.
• Provide bundled value (with metrics values included) to West Herr with unique touch points to interact with the ORG community. Ø P2P event presenting sponsor Ø Customized area at 3 other key events Ø Messaging in owned assets like
donor publications, event programs, .org homepage, etc.
Ø Full page thank you newspaper ad Ø Customized mentions in social media Ø Earned media around in-dealership cause
marketing with patient ambassadors Ø Employee “deal” package when purchasing a
new car
BUNDLED ASK SAMPLE BUNDLING ASSETS 2017 SCANPO
MAXPPIMIZATION
R E C O M M E N D A T I O N S For outsourced legal experts to assist in identifying corporate alliance legal requirements
COMMERICAL CO_VENTURES have a certain set of legal regulations mandated at the federal level
THIRD PARTY AGREEMENTS have an existing legal process already used by LIVESTRONG and approved by leadership
CHARITABLE SALES PROMOTION have a certain set of legal requirements reviewed and approved by leadership
For Corporate Partnerships: ü Karen Wu
Attorney Perlman + Perlman, LLP (212) 889-0575 ext. 210 [email protected] www.perlmanandperlman.com
ü Greg B. Lam Attorney Copilevitz & Canter (816) 472-9000 [email protected] www.copilevitz-canter.com
LEGAL REQUIREMENTS 2017 SCANPO
Exclusivity in corporate relationships can be effective if managed appropriately. At the same time, it can cause many internal and external issues if policies and procedures are not set and in place at the start of a corporate relationship. We recommend staying away from exclusivity if possible, but if necessary then stick to category exclusivity.
Elegant Dining
QSR
Casual Dining VS. Restaurant-
Dining Industry
Industry Exclusive Category Exclusive
MINIMUM THRESHOLD AND EXCLUSIVITY 2017 SCANPO
DEFINE YOUR PIPELINE
• Avoid it like The Plague
• Use any kind of introduction to avoid cold calling
• Mobilize your network
• Use organizational contacts
• Sending stuff may only kills trees and clogs
mailboxes
• Tease with the benefit and predicted outcomes
COLD CALLING 2017 SCANPO
COLD LEADS Ø Competitive
Research Ø Local
Divisions of National Companies
Ø Value Aligned Companies
Ø Past Support of the Cause
SECTORS
Ø Specialty Retail
Ø Financial Ø Pharma Ø Publishing Ø Food Ø Beverage Ø Tech Ø Auto Ø Personal
Care
MARKETING MOTIVATION
Ø Opening New Location
Ø Matching Consumer Demo
Ø Need for an Image Change
Ø Launching New SKU
WARM LEADS
Ø Volunteer Committees
Ø Board Contacts
Ø Other Event Sponsor
Ø Major Donors Ø Grateful
Patients Ø Media
Partners Ø Agency
Contacts Ø Data
FIND AN OPEN DOOR 2017 SCANPO
External Research
Maximization of Current Partners
Committee
Contacts
Donor Affinities
• Catalist & MERIT • People Pattern • SpotRight
• Catalist • Mashable • Google Alerts • Org Websites • See Research
• OPTIMIZE & FOCUS
• Integrated Approach
• Custom Strategies
• Who do they know?
• Who can they get to?
• What is their role?
TARGET LIST BASICS 2017 SCANPO
CREATING A PIPELINE 2017 SCANPO
DO YOUR HOMEWORK
• Catalist
• AdAge
• Hoovers.com
• NY Times
• Stanford Social
Innovation Review
• Harvard Business
Review
• Chronicle of
Philanthropy
• Zoomerang
• Wall Street Journal
• Fast Company
• Wikinvest.com
• Yahoo Finance
• Cause Related Marketing Blog
• Bloomberg
• YOUR INTERNAL DATA
RESEARCH 2017 SCANPO
CREATE YOUR PITCH PROCESS
Defining The PLOTting Formula
P L O
T OPTIMIZE
PRESENT LISTEN
TAILOR
Present to the client using the Catalist Conversation Formula from the Disrupting The Conversation Course and leading with your organizational “WHY”.
At this point it is important to listen, really listen to the
corporate representative in order to find out what they
are looking for in a cause partner. Have a causersation
and be prepared to ask questions.
After your causersation with the company, it is time to leave the meeting and have an internal conversation with the integrated team about what you heard and what you are willing to customize within your package framework.
Based on your internal conversation, tailor an
alignment package/program for your
corporate target and update your deck materials
to match. Secure a follow up meeting and present
the new pitch and package assets.
33
Decks don’t cause things to happen…you do. Don’t let the creation of a deck keep your frozen.
BUT REMEMBER 2017 SCANPO
34
Your audience will only ever be as excited about your events, your cause or your organization as you are.
MOST IMPORTANTLY 2017 SCANPO
STEWARD YOUR PARTNERS
Test consumer affinity toward campaign messaging and call-to-action tactic via electronic means prior to the start of a partnership with a major company or your signature platform campaign.
Measurement tools are in place prior to activation so that wrap reports and metrics can be easily tracked and communicated to the corporate partner Consider the following.
PRE
DURING Look to an intelligence dashboard to measure activation, engagement and general buzz during the campaign period.
POST • Foot traffic/Sales Lift • Fundraising • Social Activation • Earned Media • Total Impressions • Employee Engagement • Post Electronic
Consumer Survey
MEASURE 2017 SCANPO
• General event overview about success with general metrics (pictures and visuals)
• Brand specific success (pictures of their brand on site)
• Metric pages ü Media placement with impressions ü Logo placement with impressions ü Coupons/product sampling with impressions ü Page views/Click through/Open rates ü Owned area metrics ü Etc. Etc.
• Next year enhancement ideas • Next steps
WRAP REPORTS 2017 SCANPO
• set weekly calls • monthly reports • weekly update e-mails • status charts • quarterly visits
When we talk about communication in the stewardship phase we are referring to external communication with the target or corporate partner. When we refer to stewardship we are also referring to recognition events and strategy.
Activation
Renewal
Pitch
• e-mail a timely release • forward a moving impact story • forward an article pertinent to their biz • pass on philanthropic trend articles • mail an annual report
• wrap report • campaign evaluation meeting • brainstorm session for following year • partner summit • recognition event
STEWARD AND RENEW 2017 SCANPO
Accelerator STEWARD AND RENEW 2017 SCANPO
MAUREEN CARLSON Chief Strategy Officer
Catalist [email protected]
www.gocatalist.com
SCANPO Corporate Partnerships LAUNCHPAD
March 8, 2017
