> integrating corporate campaigns and individual giving
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> Integrating Corporate Campaigns and Individual Giving
> Learning Objectives
> How to leverage corporate partnerships to strengthen or build an individual giving program
> How to use technology and other social media to connect cause marketing campaigns to individual donors
> How to extend an employee giving program to include customers and business partners
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> Overview & Agenda
> Corporate Partnerships Trends & Shifts
> Individual Giving Trends & Challenges
> Leveraging Corporate Resources for Individual Giving
> Customer Donations
> Employee Giving
> Loyalty Programs
> A Case Study: Reading Is Fundamental
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> Corporate Partnership Industry Shifts
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> Sponsor Shifts
EVENT MARKETING
CAUSE MARKETING
PHILANTHROPIC MARKETING
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> Consumer/Employee Shifts
EVENT PARTICIPATION
VOLUNTEERISM
FUNDRAISING/ACTIVISTS
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> Evolution to Mission-Driven PartnershipsSPONSORSHIP: An investment in exchange for marketing & promotional benefits
CAUSE MARKETING: Promotion of product/service sales tied to a donation
PHILANTHROPIC GRANTS/DONATIONS: Donation without the expectation of promotional benefits
CONSUMER/EMPLOYEE ENGAGEMENT: Enlisting constituents in volunteer, advocacy or fundraising activities
IN-KIND: Budget-relieving or meaningful products, services, technology, loaned executives, fundraising vehicles, etc.
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> Evolution to Mission-Driven PartnershipsVENTURE PHILANTHROPY: Companies enlisting professionals to provide business solutions to nonprofit partners
STRATEGIC PHILANTHROPY/PHILANTHROPIC MARKETING: Focused philanthropic investments and marketing affiliations
MISSION-DRIVEN PARTNERSHIPS: Embrace shared values, mission-driving, consumer-engaging, citizenship-building activities
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DEEPER RELATIONSHIPS WITH COMPANIES MEANS
MORE OPPORTUNITIES FOR DONOR CULTIVATION
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> Corporate Partnership Industry Trends
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> Collaboration Across Sectors
NEARLY 9 IN 10 AMERICANSSAID IT IS IMPORTANT THAT BUSINESS, GOVERNMENT AND NONPROFITS
COLLABORATE TO SOLVE PRESSING SOCIAL AND ENVIRONMENTAL ISSUES.
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2008 Cone Cause Evolution Study
> Consumer Expectations GrowAMERICANS AGREE THAT NONPROFITS SHOULD LEVERAGE A VARIETY OF CORPORATE RESOURCES TO SUPPORT THEIR CAUSES
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EMPLOYEE VOLUNTEERISM
MARKETING & ADVERTISING SUPPORT
CASH & PRODUCT DONATIONS
INFORMATION ABOUT THE CHARITY ON THE COMPANY’S PRODUCT/PACKAGING
% OF PRODUCT’S SALES TO SUPPORT CAUSE
75%
67%67%
60%58%
Cone Corporate Citizenship Study 2004
> Consumer Involvement“WHAT IS THE MOST IMPORTANT BENEFIT TO YOU FOR GIVING TO A CHARITY OR PARTICIPATING IN A CAUSE RELATED EVENT?”
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79.6%
12.9%
4%
3.6%
Feeling good about myself for helping a worthy cause
2007 PRWeek / Barkley Public Relations Cause Survey
Meeting new people and networking
Having friends/family see me in a more positive light
Getting a tax write-off
> Leverage Assets & ResourcesCONSIDER WHEN/HOW YOUR DONOR INTERACTS WITH YOUR CORPORATE PARTNER:
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LOYALTY PROGRAMS
EMAIL/NEWSLETTER
WEBSITE/SOCIAL MEDIA
MEDIA/ADVERTISING
POINT OF SALE/REGISTER
PROMOTIONS
> Individual Giving Trends
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Individuals$229.28
75%
> 2008 charitable giving Total = $307.65 billion ($ in billions)
Corporations$14.50
5%Foundations
$41.21 13%
Bequests$22.66
7%
> 2008 Donor Pyramid
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PUBLIC = SUSPECTSPUBLIC = SUSPECTS
INCIDENTAL DONORSINCIDENTAL DONORS
ENQUIRERS & RESPONDERSENQUIRERS & RESPONDERS
TRYDONORS : CAMPAIGNERS : ADVOCATESTRYDONORS : CAMPAIGNERS : ADVOCATES
REGULAR DONORS : MEMBERSREGULAR DONORS : MEMBERS
COMMITTED DONORSCOMMITTED DONORS
MIDDLE DONORSMIDDLE DONORS
HIGH VALUEHIGH VALUE
MAJORMAJOR
PLEDGEPLEDGE
LEGACIESLEGACIESSource: Tony Elischer, 2008
> Donor Acquisition Costs
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> CAPITAL CAMPAIGN/MAJOR GIFTS: $0.05 TO $0.10
> CORPORATIONS AND FOUNDATIONS: $0.20
> DIRECT MAIL RENEWAL: $0.20
> PLANNED GIVING: $0.25
> BENEFIT/SPECIAL EVENTS: $0.50 OF GROSS PROCEEDS
> DIRECT MAIL ACQUISITION: $1.00 TO $1.25
> NATIONAL AVERAGE: $ 0.20Source: James Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process.
> Overall Giving
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> TOTAL CONTRIBUTIONS FELL BY A MEDIAN OF 3.3 PERCENT IN 2008
> BETWEEN 2004-2008, THE ABILITY OF CHARITIES IN THE SURVEY TO RECRUIT NEW DONORS DECLINED BY A MEDIAN 16.7 PERCENT
> TOTAL NUMBER OF DONORS REPORTED BY THE ORGANIZATIONS DROPPED BY A MEDIAN 5.2 PERCENT
Source: Target Analytics
> Online Giving
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> ONLINE FUNDRAISING GREW IN 2008 THANKS TO AN INCREASE IN THE NUMBER OF GIFTS
> BUT THE AVERAGE GIFT SIZE AMONG ALL ORGANIZATIONS DECREASED $15 FROM 2007
Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network
> Online Giving
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> INCREASE IN THE NUMBER OF GIFTS HELPED OFFSET REVENUE LOST FROM A DECLINE IN AVERAGE GIFTS
> AVERAGE GIFT SIZE ACROSS ALL PARTICIPATING ORGANIZATIONS WAS $71, DOWN $15 FROM THE PREVIOUS YEAR
> ONLINE INCREASED BY ONLY 26 PERCENT
Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network
> Online Giving
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> THIS DECLINE WAS MOST PRONOUNCED IN THE FOURTH QUARTER OF 2008.
> THE NUMBER OF ONLINE GIFTS INCREASED BY 43 PERCENT FROM 2007.
Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network
> Integrated Example #1: Fundraising Through Consumers
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> Consumers Raise Big Dollars Through
Athletic Events FUNDS RAISED THROUGH “ATHONS”
$1.75B7.5% GROWTH
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Source: Run Walk Fundraising Council 2008
> Individual Giving via Corporate Sponsored A-Thons
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> 3 million participants in more than 4,000 locations
> $306 million raised annually
> Highly local, grassroots events engage survivors, caregivers, volunteers
> 7 million participants in more than 1,000 locations
> $91 million raised annually
> Engages 20,000 company teams
> Raising Funds From the Generosity of Employees & Consumers
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> Raised $300M Since 1998
> Sell Miracle Balloons in Wal-Mart and SAM’S CLUB stores
> 100% money raised by each store/club given to CMN hospitals in Wal-Mart/SAM’S communities
> Engaged employees are the key to fundraising success
> Macy’s “Thanks For Sharing” Campaign
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> Program estimated to contribute $10.8 million to designated charities in 2007, a new record
> Macy’s shoppers invited to enroll in Thanks for Sharing for one-time $25 charge to their Macy’s Card
> Customers then earn 10% rewards on all Macy’s Card purchases fourth quarter each year and rewards provides as gift cards sent to participants the following spring
MACY’S ANNUAL CONSUMER DONATION PROGRAM DRIVES SHOPPING & DONATIONS TO CAUSES NATIONWIDE
> Macy’s & Reading Is Fundamental
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> $1 of every $3 supports a local RIF program in the state where the money was raised
> $1 of every $3 supports the Multicultural Literacy Campaign
> $1 of every $3 helps RIF provide reading resources to children nationwide
BOOK A BRIGHTER FUTURE: CONSUMERS WHO DONATED $3 TO THE CAMPAIGN RECEIVED A SAVINGS PASS FOR $10 OFF THEIR NEXT PURCHASE
> Fundraising with Sports Fans
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> Fans pledge money to the Prostate Cancer Foundation at prostatecancerfoundation.org for each home run hit in 60 selected games
> MLB players, officials wear blue ribbons, blue wristbands, blue ribbon temporary tattoos and blue eye glare to raise awareness
> Game used bases, home plates and dugout lineup cards with blue ribbon logos auctioned later to raise additional funds
> $27.5 million generated to date
GILLETTE PROSTATE CANCER “HOME RUN” CHALLENGE
> Text-to-Give CampaignsNonprofits Value “Armchair Activism”
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EXTENDING THE RED KETTLE CAMPAIGN:
Text "TSA" — which stands for "The Salvation Army" — to 90999 and a $5 donation will be added to your phone bill
END POLIO NOW CAMPAIGN:
Donate $5. Text POLIO to 90999.
> Integrated Example #2: Fundraising Through Employee Engagement
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> Nestlé USA
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> Averages approximately $200,000 per year. Half is employee giving, half is a corporate match
> The funds are used to provide RIF Books for Ownership for schools where Nestle employees live and volunteer
> Nestlé USA
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> RIF is the 2nd largest program to receive employee contributions after the Nestle Adopt-A-School Foundation
> Program has grown from supporting 36 schools in the late 90's to more than 55 in 2009, with continued expansion expected
> Case Study: Reading is Fundamental
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> RIF & US Airways 2009 Campaign
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> Fly with US. Read with Kids®
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> How Did We Get There?
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> Kaplan Employee Giving & Facebook Support
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EMPLOYEE GIVING CAMPAIGN> First campaign of it’s kind for Kaplan Test Prep & Admissions
> 20 donations, all new donors to RIF.
SOCIAL NETWORKING CAMPAIGN> Facebook application to drive traffic to RIF’s Facebook page
> 2008 Read with Kids Challenge: Results
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TOTAL MINUTES READ 3,866, 996Goal Met: 1 million minutes read 3/24/2008
Total participants 16,505
US Airways Employee Participants 492
Planes Painted 11,000
Airspace Members 200
Tell-A-Friend Emails Sent 2,782
Kids who have experienced the joy of reading Countless
> 2009 Campaign: Read with Kids Challenge
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> 2009 Campaign: Read with Kids Challenge
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> Supplemental grants to RIF programs in 7 cities> 2009 Read with Kids Challenge> Promotion in US Airways magazines and on US Airways.com> Custom Maisy book and Dividend Miles for supporting RIF> Club lounge libraries and promotional materials
> Support RIF – Get a Maisy book & Dividend Miles!
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> US Airways Communications to Dividend Miles Members
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> Solo email to all 6.9 million Dividend Miles members> eStatement Dividend Miles News promo> eSaver Dividend Miles offer> US Airways inflight magazine> Web banners on USAirways.com > Landing page > Confirmation Page > Dividend Miles homepage
> A Few Final Thoughts & Ideas
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> QuestionsThank YOU!
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