10 tips in 10 minutes for givingtuesday - partnering with business

10 Tips in 10 Minutes

Partnering with Business for GivingTuesday

Shannon Craig

CanadaHelps

Chief Marketing Officer

[email protected]

10 Tips in 10 Minutes Shannon Craig, CanadaHelps, [email protected], www.canadahelps.org

Top 10 Tips for Partnering on GivingTuesday1. Erase Preconceived Notions2. Craft 3 Activation Ideas 3. Build Your Partner Contribution Wish Lists 4. Create A Potential Business Partner List 5. Try Their Shoes On 6. Prepare For A Flexible Pitch 7. Listen and Stay Creative 8. Iron Out the Details 9. Manage the Relationship 10.Make Your Next Ask

10 Tips in 10 Minutes10 Tips in 10 Minutes Shannon Craig, CanadaHelps, [email protected], www.canadahelps.org

#1 – Eliminate Any Preconceived NotionsGivingTuesday is a day to celebrate giving. Make it work for your charity!

• Win a new partner (yes, carefully selected, you can have more than one). Or, get additional support from a current partner.

• Structure a simple, contained day-of activation. Or, use it announce a month-long or on-going partnership program.

• Make it a fully digital campaign. Or, make it an event for customers, employees, or the clients you serve.

• Make it a sponsorship opportunity for the business.Or, a meaningful employee volunteer engagement event.


#2 – Craft 3 Activation Ideas


What are your charity’s key objectives?

• Build awareness for your cause

• Raise funds or collect supplies

• Acquire new donors or volunteers

• Serve your community members

• Steward existing supporters

• Strengthen charity’s capacity

What type of partner activation could help achieve the objective?

Point of sale educational event

Matching gift

Employee crowdfunding campaign

Host or staff a social/educational event

Recognition offer for your supporters

Donate, set-up & train you on computers

#3 – Build Your Partner Contribution Wish ListFor each campaign idea, consider the ideal and minimum level of support you require from the partner. You want to be prepared, provide context, and remain flexible, and also be in a position to speak to business results.

• Fundraising match – have a forecast and ideas for managing costs.

• Employee Crowdfunding – know what platform you’ll use, support you’ll provide so its easy for the partner, what’s involved for employees, etc.

• Event for your clients – know the event space requirements,

your needs for food/entertainment, partner staffing requirements, etc.


#4 – Create A Target Business Partner ListThink about which companies would be a good fit with your organization.

• Geography – do you serve the same community?

• Client alignment – is there natural synergistic interests in your clients?

• Campaign alignment – do the company’s resources match

your campaign needs?

• Personal connection – do you have a supporter at the business who may be able to bring internal passion to advance discussions?

Aim to identify three good potential lead partners for each campaign idea. 10 Tips in 10 Minutes10 Tips in 10 Minutes Shannon Craig, CanadaHelps, [email protected], www.canadahelps.org

#5 – Try Their Shoes OnHow will the business benefit from participating?

• Foster community good will • Personal connection and opportunity to do more • Promote company morale and culture • Opportunity to give back • Build brand awareness and affinity

Get specific on the benefits.

• If it’s a matching campaign, share your promotional plans: expected reach, number of communications, insights on audience, forecasted results, and the powerful story to be shared when funds are put to use.


#6 – Prepare For a Flexible Pitch Personalize the pitch for each partner you engage.

• Ask & Learn - about their business, charitable programs, goals, etc.

• Tell your story - use strong selling language • Provide context – high level pitch of ways you might partner • Offer clear direction – cover the respective benefits and

partnership fit


#7 – Listen and Stay CreativeThe moment you prepared for!

• Ask questions to probe for interest, feasibility, and potential objections

• Confirm top area(s) of interest • Look for constructive suggestions to manage partner concerns• Keep benefits to their business and your cause top of mind

And, leverage GivingTuesday to create a sense of urgency to start today!


#8 – Iron Out the DetailsOnce you’ve decided you’d like to work together.

• Agree on the specifics of how the program will work and most notably respective roles, responsibilities, and timelines.

• Confirm follow everything up in writing and issue regular updates. Commit to making it easy for them so they will want to support you in future!


#9 – Manage the Relationship

• Assign a relationship manager from your charity to be the key liaison for the company – they will appreciate the great customer service.

• Stay Connected send regular updates throughout the campaign so there is no confusion or guessing, and it’s so easy for them they’ll want to continue to work with you.

• Commit to making them a long lasting partner! Go beyond the program and steward your partner. Let them know they matter, keeping them up to date on new programs, achievements, challenges and more.


#10 – Make Your Next Ask

What better time than on the day your campaign comes to life?

• Ask if they’re ready to do it again next year.

• Secure a meeting to debrief.

• Start planning a bigger, better program for next year!


EVENT

BONUS: A few charity-business partnership examples. Remember, there’s no right way and it’s ok to start small.


MATCH GIFT CUSTOMER FACING

Phil Communications in Montreal organized a Hannukah party for Miriam Home on GivingTuesday. Miriam Home serves people with

intellectual deficiencies.

Restaurant Chez Leveque collected donations and goods to

help build awareness for and meet the needs of a few different

local charities.

&

One of many matching gift campaigns, Deloitte’s $5,000

match gift enabling Alzheimers Society of Nova Scotia to raise

$10,000 on GivingTuesday.

www.givingtuesday.cafacebook.com/givingtuesdaycanada

twitter.com/GivingTuesdayCaplus.google.com/+GivingtuesdayCa

10 tips in 10 minutes for givingtuesday - partnering with business

Government & Nonprofit