2017 04-18 generating corporate sponsorship support
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Generating Corporate
Sponsorship Support
Raffa Learning Community
Tuesday, April 18th, 2017
9:00 AM – 11:00 AM
1891 Preston White Drive
Reston, VA 20191 Held at American College of Radiology
Your Host
Lewis Flax
– Develop strategy and structure for partnership programs
– Provide guidance on business development outreach
– Offer training, coaching, and consulting
– Review of documents and proposals
Email: lewis@flaxassociates.com
Phone: 202 266-2655 (w) 301 922-9309 (c)
Web: www.flaxassociates.com
Today’s Agenda
• Current status
• Better results
• Strategy and structure
• Outreach
• Next steps
Why
• Revenue decline
• New leadership (ED/CEO or Board)
• Funding needed for a critical initiative
Respondents from both State/Local organizations and smaller organizations showed noticeable decreases in the percent of
their budget revenue derived from dues
62% 66%
41% 43%
0%
10%
20%
30%
40%
50%
60%
70%
State/local <$1mn annual budget >50% of Budget From Dues
2014 2015
Q: Approximately what percentage of your organization’s annual budget comes from dues?
5 © 2015, Association TRENDS. All rights reserved.
More respondents reported starting new non-dues
revenue projects than in previous years, with those from
larger organizations leading the way with these
initiatives in 2015.
33%
45% 48%
54%
46% 43%
51%
42% 44%
[VALUE]
47%
[VALUE]
<$1mn annual budget
$1-4.9mn $5-9.9mn >$10mn
2013 2014 2015
46% 45%
[VALUE]
0%
10%
20%
30%
40%
50%
60%
2013 2014 2015
Q: Have you initiated any new non-dues revenue projects in the last 12 months?
6 © 2015, Association TRENDS. All rights reserved.
Challenges
Issues / challenges hindering our ability to
establish a partnership program
Typical Offerings
• Conference offerings
• Gala dinner
• Advertising
• Event or program sponsorships
• List rental
• Other
Event Attendance
Memorable?
Traditional Approach
• ‘Inventory’
• Transactional
• Difficult and time consuming
• Repetitive funding requests
• Impact on activities over time
Better Results: Partnerships
• Shift from one-off transactions to
partnerships
• Offer multi-channel year round benefits
• Implications
A Change in Approach
• Engagement first; dollars second
• Platforms and campaigns – not our events
Strategy Issues
• Not addressed
• Disconnect
• Internally focused on our needs
Develop our Strategy
• Specific process
• Align with our values and culture
• Acknowledge corporate goals
• Seek approval
Leadership Buy-In
Critical for success
Making the case
• Align with strategic plan
• Key organizational goals and objectives
• Barriers to success
• Address how to overcome the barriers
Why Companies Invest
• Generate new leads / clients
• Expand awareness – visibility / branding
• Increase brand loyalty
• Change / reinforce image
• Provide thought leadership
• Improve retention or recruitment
• Show community responsibility
A Shift In Views
• 87% of Americans are likely to switch from one brand to another – price and quality being equal – if the other brand is associated with a good cause (21% increase since 1993)
• 72% of American employees wish their employers would do more to support a cause or social issue (38% increase since 2004)
• 83% of Americans say companies have a responsibility to help support causes
Source: Cone Cause Evolution Study
Obtain Sponsor Input
Solicit feedback
• Understand their objectives
• Specific benefits
• Other ways to engage
• Successful partnerships
• Good questions – next steps
Interview Outreach
• Associated industries (2-5)
• Appropriate companies
• Focus on top prospects (80/20 rule)
• Key themes
Internal: Identify Assets
• Audience(s)
• Programs / events
• Communication channels
• Others
Assets: Audience(s)
• Member / donor base
• Other connections / affiliations
• Board, advisory groups, volunteers
• Others
Membership / Donor Base
• Members/donors represent a start
• Others that are not members or donors
• Evaluate compared to the potential
• Exponential opportunity - 5x!
Assets: Programs / Events
• Conferences / trade shows
• Gala events
• Programmatic initiatives
• Others
Assets: Communication Channels
• Website
• Magazines / e-newsletters
• Social media
• Direct mail / e-distribution
Leverage corporate communication channels
Convert Assets to Benefits
• Determine assets of interest
• Understand benefits from the perspective of
the sponsor
• Consider other potential benefits
• Establish platforms
Internal Assessment
• Ensure alignment with mission and culture
• Coordinate within your organization
• Clarify what is available for ‘sale’
• Determine parameters of involvement
• Respect “Organizational Tension”
Alignment of Interests
Organizational
Culture
Audience Interests
Sponsor Goals
Structure Benefits and Packages
• Establish platforms that align with corporate
interests
• Bundle benefits strategically
• Tier packages to incent companies to ‘buy-
up’
• Restrict benefits of greatest value
• Establish other limited offerings
at lower levels of support
Leadership Support
Critical for success
• Align with strategic plan
• Acknowledge cultural factors
• Ensure staff buy-in
• Address potential barriers
Initial Outreach
• Leverage volunteer leadership connections
• Appeal to interests
• Opportunities for involvement
• Specific requests
• Peer to peer interaction is preferred
Outreach: Differentiation
• Understand objectives first;
position offerings second
• Tailor responses / customize
Transition
• Respect
• Empower
• Strategic / difficult questions
• Relationship vs transaction
Involvement
• Others involved
• Promote others engaged
• Spur interest
Third Party Credibility
• Reference point
• Connection
Seek Input
• Draft format
• Edits, comments, and track changes
• Seek feedback, value their input, and gain
buy-in
Next Steps
• Interest in improving results
• Time/resources
• Strategies and tactics
• Actions in the next 21 days
• Impact on your organization
Questions?
Lewis Flax
lewis@flaxassociates.com
(202) 266-2655
(301) 922-9309
www.flaxassociates.com
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