harnessing the power of corporate/npo relationships to raise revenue and awareness
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Rachel Armbruster, Founder & President, Armbruster ConsultingTRANSCRIPT
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Harnessing the Power of Corporate/NPO Relationships to Raise Revenue and Awareness
Texas Nonprofit Summit Conference 2012
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What can the RIGHT corporate partnership do for your organization?
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Where are you in the process of corporate relationships?
Couldn’t Ask for More: Have an established program, great group of partners, and just looking for ways to activate and engage more
Ready and Waiting: Have a program but can’t seem to get any takers
Lucky: Need to develop a program to respond to inquiries
Hopeful: Starting from Ground Zero with no program, no partners, and in need of next steps
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The Basics Have strong written and verbal
communications Understand your Emotional Intelligence Be self-aware and constantly seeking
improvement Learn how to take feedback READ:
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Build YOUR Brand Be an expert about something! Twitter Website LinkedIn
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“…live as if our only task was precisely to have relationships with
other people."Albert Camus
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Finding the Right Partnerships Determine your selection criteria “Make new friends but don’t forget the
old…” Ask for help Diversify Help your potential partner determine if
you are a fit Evolution of partnerships
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Keys to a Corporate Partnership Program Corporate Task Force Key messaging Engagement menu Tools Engagement process Corporate guidelines
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Corporate Task Force This is not ONE person’s responsibility Team should involve people from all
departments Not a permanent assignment but
reconvene as necessary Consider internal and external groups Clearly state the Task Force’s goal(s)
before you begin and for recruiting
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Key Messaging Define potential audiences Tell your story – people repeat stories! Demonstrate knowledge of your
constituents and the organization Focus on what THIS audience
wants/needs to know Distinguish message by speaker also
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"The most important ingredient we put into any relationship is not what we say or what we
do, but what we are."Stephen R. Covey
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Engagement Menu If only… Embrace the box! Complete list of opportunities such as:
Volunteer program? Joint messaging and awareness campaigns Specific program goals Events Cause marketing Infrastructure
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"Relationships flourish, when individuality, freedom and growth are respected."
Master Kwon
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Tools Partner filter Website Policies Standard agreements Engagement menu Marketing
Case studies that demonstrate long-term value, relationship focus, engagement, etc.
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"Dysfunction - The only consistent feature of all of your
dissatisfying relationships is you."Larry Kersten
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Corporate Guidelines Refer to established standards and best
practices (ex: National Health Council Standards of Excellence)
Discuss potential business concerns now BEFORE a partner is waiting on a response
Know what is negotiable and what is not Consider national vs. chapter issues
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Engagement Process Audience definition
Proactive Incoming Existing
What should they receive and when? Establish when you involve others
internally SLOW DOWN
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My wish for each of you…
Lifelong relationships started within your corporate partnership program
Impactful campaigns Increased brand awareness Internal support and efficiency A renewed sense of purpose for your
corporate partnership program
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72 Hour Challenge What will you do in the next 72 hours
with the information you have learned today?
Keep/Lose/Change
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Contact Me! Rachel Armbruster [email protected] 512-944-3417 www.linkedin.com/in/rachelkarmbruster @rarmbruster