the alford group summer webinar series...2016/09/08  · strengthening the not-for-profit community...

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

#NPOStrength

great for Olympians great for anniversaries not so great for corporate partnerships

This reflects a limiting perspective

#NPOStrength

event-centric,opportunities, dollar-driven categories

small, tangible bundles of goodness

similar, philanthropic objectives

Philanthropic objectives: corporate giving

#NPOStrength

Giving by corporations, 1975−2015

(in billions of dollars)

SOURCE: Giving USA Foundation | GIVING USA 2016

#NPOStrength

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…

#NPOStrength

If we can make what companies crave

Companies invest budgets for a variety of discrete reasons

#NPOStrength

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

#NPOStrength

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

#NPOStrength

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

#NPOStrength

Company value drivers

Partnership program example: Dress for Success Worldwide

#NPOStrength

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

#NPOStrength

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

#NPOStrength

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

#NPOStrength

Your inventory2

#NPOStrength

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

#NPOStrength

Prospects you can serve4

#NPOStrength

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

#NPOStrength

Need resources for: Prospecting Cultivation Research Sales/solicitation Servicing Coordination Measurement and reporting Financial management

Communications6

#NPOStrength

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 Knoepkedknoepke@alford.com

@DianeAtAlford

The Alford Group Summer Webinar Series

How Philanthropists Make Transformational GiftsThursday, September 22nd – Presented by Maree Bullock and Karen Rotko-Wynn

#NPOStrengthwww.alford.com

Stay tuned for announcements about additional webinars this fall.