Download - Evergreen: Corporate Partnership Engagement
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SPONSOR & DONOR
ENGAGEMENTEvergreen: Development Team – Campaign Proposal
Stephanie Heintzman
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HOW CAN EVERGREEN… manage corporate sponsor/ donor (partner) relationships?
… get corporate partners more engaged with Evergreen?
…be viewed as a model partner in innovation?
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How was it presented?
• Part 1: Relationship Management• The Mutual Benefit of a
Cross Sector Relationship• The Research• Examples
• Part 2: Building Engagement• The Solution• V.I.P. Evergreen• Where Do We Start
• Resources• Sources• Appendix
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HIGHLIGHTS
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The Research
RELATIONSHIP MANAGEMENT
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Relationship Management
Crash course in social psychology• Understand how isolated factors
determine the likelihood of staying in a relationship
• 3 theories
Practical Application• 1 case study (Harvard Professor)
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Relationship Management:Theory example
•How to predict relationship stability and commitment
Stability of Relationship
Commitment to
Relationship
Satisfaction with
Relationship
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What we can control
Source: -----------------
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•3 stages/types of collaborations • between NPOs and Corporations• Distinct features and characteristics
•Determine stage of current relationship using detailed chart
•Follow suggested strategy• Factors include:
• level of engagement, importance of mission, magnitude of resources, scope of activities, interaction level, managerial complexity, strategic value, how to create value at each of the 3 stages, etc.
Relationship Management:Case Study – Harvard Business Review
Source: -----------------
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Relationship Management:Case Study Continuation - Value Management
1. Value Definition
2. Value Creation
3. Value Balance
4. Value Renewal
Systematically analyze and understand the value with each corporate partner
Source: -----------------
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The How
PARTNERSHIP CAMPAIGN
How to Build Engagement
V.I.P EVERGREEN
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V.I.P Evergreen:Campaign Goal
Campaign focus
Define Value
Create Value
Measure/ Ensure Value
Balance
Value Renewal
Goal: To balance the value the relationship
Source: -----------------
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V.I.P Evergreen: Measurement
Goal: To balance the value the relationship
• Engagement• Participation in programs (attending events, communicating via social
media, etc)• Potential participation in programs • % of collaborative projects• Time spent
• Financial• % change in funding according to engagement
• Awareness• % change in new funding • % change in new business partners
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V.I.P Evergreen:Positioning Evergreen
• Environmental sustainability & innovation hub• Leading by example• Sharing knowledge• Disruption
• Collaboration for bigger impact• Me/ Them ‘We’• Mutually beneficial relationship• Community focused
• We can’t change the world on our own.
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VIP Evergreen: Program Structure
5. Standing Out
4. Sharing
3. Community Involvement
2. Expanding Our
Community
1. Our Community
• To be launched in 5 stages
• 21 Programs
VIP Evergreen
Our community
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Extending Our
Community
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Community Involvemen
t
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Sharing
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Standing out
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The How
PARTNERSHIP CAMPAIGN
Next Steps/ Call To Action
WHERE DO WE START
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Next Steps
1. Define existing partnerships/relationships on ???
2. Identify which relationships have potential for deeper engagement• Alliance drivers/ CC
3. Identify where each relationship is at value management
4. Focus on building “Our Community” and “Expanding Our Community”
5. Make plans for “Community Involvement”
6. Think of the big picture
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SOURCES
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Sources Used• Austin, James. (2001). Connecting with Non-profits. Harvard Business
School: Research & Ideas. Retrieved from: http://hbswk.hbs.edu/item/2489.html
• Austin, James E. (2007). Strategic Collaboration between Nonprofits and Businesses. Nonprofit and Voluntary Sector Quarterly. Retrieved from: http://www.nioc.ca/learning-development/peer-support/focus-areas/wp-content/uploads/2012/07/Strategic-Collaboration-Between-Nonprofits-and-Businesses.pdf
• Andreasen, A.R. (1996). Profits for nonprofits: Find a corporate partner. Harvard Business Review, 74, 47-59. Retrieved from: https://hbr.org/1996/11/profits-for-nonprofits-find-a-corporate-partner
• Emerson, R. M. (1976). Social Exchange Theory. Annual Review of Sociology, Vol. 2, pp 335-362. Annual Reviews.
• IEG. (2015). New Year To Be One of Growth and Challenges For Sponsorship Industry. IEGSR. Retrieved from: http://www.sponsorship.com/IEGSR/2015/01/06/New-Year-To-Be-One-Of-Growth-And-Challenges-for-Sp.aspx
• IEG. (2014). Sponsorship Spending Growth Slows in North America As Marketers Eye Newer Media and Marketing Options. IEGSR. Retrieved from: http://www.sponsorship.com/iegsr/2014/01/07/Sponsorship-Spending-Growth-Slows-In-North-America.aspx
• IEG (2013). 2013 Sponsorship Outlook: Spending Increase Is Double-edge sward. IEGSR. Retrieved from: http://www.sponsorship.com/iegsr/2013/01/07/2013-Sponsorship-Outlook--Spending-Increase-Is-Dou.aspx#.VOTauYcm23M.twitter
• Kanter, R.M. (1968). Commitment and social organization: A study of commitment mechanisms in utopian communities. American Sociological
Review, 33, 499-517
• Levinger, G. (1979). A Social Exchange View on the Dissolution of pair relationships. In R.L. Burgess & T.L.Huston (Eds), Social Exchange in Developing Relationships (pp. 169-193). New York: Academic Press.
• Meyer, J.P., & Allen, N.J. (1984). Testing the “side-bet theory” of organizational commitment: Some Methodological considerations. Journal of Applied Psychology, 69, 372-378.
• Miller, R. S. & Perlman D. (2009). Intimate Relationships – Fifth Edition. New York, NY: McGraw-Hill Companies. – pg 3: Aron et al., 2004; Agnew et al., 1998, 2004
• Nielsen (2013). Consumers Who Care. The Nielsen Company. Retrieved from: http://www.slideshare.net/GaldeMerkline/nielsen-globalreportconsumerswhocareaugust2013
• Rusbult, C.E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Psychology, 16, 172-186.a
• Rusbult, C.E, Martz, J.M. & Agnew, C.R. (1998). The Investment Model Scale: Measuring commitment level, satisfaction level, quality of alternatives and investment size. Personal Relationships, 5(1998), 357-391).
• Wang, Lili & Ashcraft, Robert F. (2013). Organizational Commitment and Involvement: Explaining the Decision to Give to Associations. SAGE Journals. Retrieved from: http://nvs.sagepub.com/content/early/2013/12/12/0899764013515755
• WWF (2015). Companies We Work With. WWF: About Us. Retrieved from: http://www.wwf.ca/about_us/howwework/business/companies_we_work_with/