business and non profit partnership
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Business and Non-Profit PartnershipsPresented by Karen Sinotte
2009 OCASI Executive Directors Forum Program
• Discuss how Local Social Service Agencies can Partner with Private Sector to Push your Agenda ....
....to meet the Needs of New To ....to meet the Needs of New To Canada Immigrants and Canada’s Multi-Cultural Communities
... Together
Nov 2, 2009 2
Session Outline
• Introductions
• Defining Partnership and Levels of Collaboration
• Challenges to Partnership and 5 keys to SuccessSuccess
• 6 steps to preparing a Partnership Proposal
• A Sample Business Case
• Getting Started – Making the Approach
• Wrap Up
Nov 2, 2009 3
Learning Objective
• At the conclusion of this presentation the participant will be able to:
– Maximize the opportunity for collaboration – Maximize the opportunity for collaboration between Business and Non-Profits to drive social change
Nov 2, 2009 4
Introductions
• About Me:
– Karen Sinotte, Principal CRM Consulting. A long time Board Member and/or Volunteer at several non-profit organizations serving New to Canada and immigrant communities, combined with 25 years of marketing experience on both sides of the partnership relationship. experience on both sides of the partnership relationship. http://www.linkedin.com/in/karensinotte
• tel: 647-340-1750
• E-mail: [email protected]
Nov 2, 2009 5
PARTNERSHIPS –WHY NOW?
Nov 2, 2009 6
Fundraisers’ Challenges
• The non-profit sector is going through significant challenges– Decreasing and more restrictive government funding with more
competition for smaller bucket
– Increasing expectations for accountability
– Accommodating increasing interest from business
• The AFP’s State of Fundraising 2005 Survey indicates the following as the biggest challenges for fundraisers:
– Increased competition for the charitable dollar (49.3%)
– Staffing issues in the development office (41.6%)
– Brand awareness of charity and mission (32.5%)
– Problems with overall organization leadership, including board and volunteers (29.7%)
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Why Businesses involve in Community
• Almost 50% of all businesses include corporate social responsibility as part of their mission.
• A Conference Board study on why businesses decide to be involved:
– 19% of business leaders felt that bottom line considerations should drive business involvement,
– 63% felt business and community benefits should drive involvement,– 63% felt business and community benefits should drive involvement,
– 28% felt that the community benefits alone warranted their involvement.
• 2007 Study by Imagine Canada found 4 main reasons why businesses make donations to charitable causes:
– Because it helped market the company’s brand
– Because the success of the company depended upon having strong communities
– Because of the need for a social license to operate
– Because it improved the ability to recruit and retain employees
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Cross Cultural Communications
Nov 2, 2009 9
Nine ways that people can
differ culturally
• Social values
• Roles and status
• Concepts of time
• Concepts of personal space• Concepts of personal space
• Body language
• Social behaviour and manners
• Legal and ethical behaviour
… Non-Profit and Business Cultures are very different too
10Nov 2, 2009
What’s in a Handshake
• A handshake – it seems like a simple gesture –or is it?
– A person from Finland, your handshake is firm, expressing your focus on the other person
– A person from Middle East, a firm handshake is – A person from Middle East, a firm handshake is perceived as aggressive.
– In other cultures, cross-gender handshakes are not appropriate.
• Without realizing it, the best of intentions may create misunderstandings.
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An Illustration
• What does this story say to you
12Nov 2, 2009
An Illustration• A disappointed salesman of a Cola drink returns from his Middle East
assignment. A friend asked, “Why weren’t you successful in this part of world?” The salesman explained, “When I got posted in the Middle East , I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem I didn’t know Arabic. So, I planned to convey the message through three posters…
First poster: A man lying in the hot desert sand…totally exhausted and fainting.Second poster: The man is drinking our Cola.Third poster: The man is now totally refreshed.
And then these posters were pasted all over the place “Then that should have worked!” said the friend.“The hell it should had!? Said the salesman. I didn’t realize that Arabs read from right to left”
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http://marketingmirror.wordpress.com/category/multicultural-marketing/
Nov 2, 2009
God created us different so we would understand our need for each other.understand our need for each other.
Desmond Tutu
Nov 2, 2009 14
LET’S TALK PARTNERSHIP
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WIIF Businesses
• There are many ways that Businesses -Large and Small - benefit from partnership with Non-Profits.
• Lets discuss
– Benefits
– Contributions
– Barriers
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WIIFM - Non-Profits
• There are many ways that Non-Profits Benefit from partnership with Businesses – large and small
• Lets discuss
– Benefits
– Contributions
– Barriers
17Nov 2, 2009
All Partners Benefit
• Business Sector
• Not For Profit Sector
• The Government
• And Canadians• And Canadians
• The opportunities for partnership are more likely to be achieved when we continue to focus on the shared customer
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Our Shared Agenda
• Canada’s Diverse community is now the New Mainstream– 200+ ethnicities in Canada and as many languages
– over 70% of all population growth in Canada comes from immigration
– by 2017; one in five Canadians will be a visible minority– and as high as 50% in Toronto and Vancouver
• A Recognition of the opportunity for community-based social services and businesses to collaborate
– Shared interest to to service and market to the ethnic communities
– beyond traditional sponsorship or financial contributions
– a more strategic social responsibility partnership.
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Creating a Win-Win by Partnering To meet the Needs of Canada’s New Mainstream
Businesses
↑access to prospective customers
↑ ability for targeted marketing
↑ understanding of the segment needs
↑ new markets
↑ Stronger Brand/Reputation
↑ creates alternative funding sources
↑More relevant products and services
Not For Profit Organizations
Government
↑service to client base
↑ access to client base
↑ access to alternative funding
↑More relevant products and services
↑ Greater inclusion
↑ Greater access to employment
Nov 2, 2009 20
Canadians
↑ Greater inclusion
↑ Higher employment
LEVELS OF COLLABORATION
Nov 2, 2009 21
Summary: Levels of Collaboration
• Businesses can add value at all stages. The more shared the goals, the more likely integrative. It is good to start small and grow.
Philanthropic Transactional IntegrativeDescription One time donation but otherwise
not very involvedInteraction intensified, operating staff more involved for a period of time, no long term commitment
Joint activities perceived as having major strategic value by both the business and the non-profit organizations. Strong long term commitment non-profit organizations. Strong understanding of each others values, and involve exploration of new and expanded benefits for all parties.
Defined Provide tangible resources in exchange for intangible benefits (enhanced reputation or fulfilment of desire to help others)
Exchange of resources through specific activities, sponsorship, licensing, service contracts, volunteer programs, cause related marketing.
Formal processes and procedures are developed to handle complex management requirements, and each organizations values and practices are often affected by the others.
Staff involved Development volunteersCorporate contributions Staff
Business operationalizing staff (product development, marketing, HR, Finance)Non-profit staff from range of areas
Engage top leadership and numerous staff
What are Your Examples
??? ??? ???
The More Strategic and impactful on social change
Nov 2, 2009 22
Some Examples of Partnerships
• Here are some great examples of successful partnership between non-profit and corporate:
– Walmart – The Children’s Miracle Network
– Subway – the American Heart Association
– PepsiCo – Smart Spots with National Council of La Raza and National Urban League
– Home Depot – KaBOOM
– GSK and AstraZenca – with American Health Association and American Diabetes – GSK and AstraZenca – with American Health Association and American Diabetes Association
– Lowes- Habitat for Humanities
– Kmart – the March of Dimes
– YWCA “Eliminating Racism, Empowering Women”
– American Heart Association “Search your Heart Sunday” through churches to read heart health and stroke prevention to communities of color
– American Diabetes Association – Afro-American and Hispanic-Latino Program
Nov 2, 2009 23
CHALLENGES TO COLLABORATION
Nov 2, 2009 24
Challenges to Collaboration
• Culture Clash
• Internal Resistance
• Power Imbalance
• Ongoing Confrontation• Ongoing Confrontation
• Separate Goals
• Relationship Maintenance
• Language
• Loss of Champion
Nov 2, 2009 25
Challenges to Collaboration
Challenge Tips to meet challenge
Culture clash • Develop organizational competences to bridge cultures• Wait until plans are relatively concrete before inviting businesses to participate• Use “business case” language for proposals• Take time to understand each others environment, and compromise
Internal resistance
• Be clear about what each side has to gain• Share success stories regularly• Accept some differences – focus on common goals
Power • Be sensitive to the inequities in money, resources and connectionsimbalance • Be clear on what you bring to table,
• Insist of a relationship of mutual respect
Ongoing Confrontation
• Strive for win-win strategies, only confrontation if no other option works.
Separate Goals
• Indentify mutual interests at the outset• Be prepared to walk away if goals aren’t compatible
Relationshipmaintenance
• Be clear on resource commitments and don’t underestimate• Keep in regular contact, provide regular recognition• Communicate to your contact’s boss how you enjoy working with him/her
Language • Understand assumptions and reflect that in your language
Loss of a champion
• Build deep bench• Build support a number of levels and a number of partners
Nov 2, 2009 26
Adapted from : Connecting with the Business Sector to End Homelessness, Garry Loewen
Five Keys to Success in involving the corporate sector in social change initiatives
• Identify and motivate decision makers
• Develop organizational competencies to bridge business and community
• Mobilize business networks and build • Mobilize business networks and build effective relationships
• Engage stakeholders to influence public policy
• Build scalable solutions
Nov 2, 2009 27
GETTING STARTED:MAKING THE APPROACH
28Nov 2, 2009
6 Steps to Preparing a Proposal
1. Determine your approach
2. Clarify what you want the business to Contribute
3. Identify specific business gains3. Identify specific business gains
4. Anticipate how you can help business achieve its goals
5. Gather and Prepare evidence
6. Make the Approach
Nov 2, 2009 29
6 Steps for Preparing a Proposal for Business
1. Determine your approach
2. Clarify what you want the business to contribute
3. Indentify specific business gains
4. Anticipate how you can help business realize its goals
5. Gather and prepare evidence
6. Make the approach
• One Project• Menu of
options• Exploration
(depending on level of collaboration)
• Finances• Expertise• Facilities• Advocacy• Access to
Networks• Employment• Purchasing
Market Drivers•Location•Customers•Market SuppliersValue Drivers• Right thing to do• Social Mission • Legacy to
• Specializedinformation about and connections to communities
• Community trust• Conduit for
public funding
Provide concrete evidence that similar initiativesthat have worked elsewhere.
• Case Studies• Stories
List of prospects • Based on
association with yourorganization
Evaluate Prospects• Will they help
achieve objectives • Shared audiencecollaboration) • Purchasing
(social enterprise purchasing)
• Market or Product Development
• Other
• Legacy to community
Compliance Drivers• Regulation• Activism• Negative PressIntangible Drivers• Social issues
affecting business• Corporate image(Per Ford Foundation)
public funding• Providing
access to clients and markets
• Helping aggregate demand
• Provide new channels for marketing
• Stories• Research
Reports• Agency
Experience• Other
• Shared audience• History of
community involvement
• Company reputation• Right time, capacity,
priorityPrepare ScriptContact Prospects• 0.5-6% letter• 10-25% phone• 33-94% Face to Face
Follow-Up
Nov 2, 2009 30
THE FACTS FOR THE BUSINESS CASE
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GTA’s Diversity
Nov 2, 2009 32
4 Different Ways to Define “Chinese”Visible Minority Home Language
33
Immigrants Recent Immigrants
Nov 2, 2009
Canadian Population is Changing
• Increased diversity of Canadian Population
– Aging: Baby Boomers – Aging of the population
– Evolving: Role of Women
– Engaging: the Next Generation – Millennials (GenY)
AND...
– Arriving: New to Canada immigrants – Cultural diversity
• THE NEW MAINSTREAM that is rapidly challenging the old ways of communicating and marketing – soon it will be a necessity for
companies to remain competitive.34Nov 2, 2009
Its Headline News
Canada has been the global destination for immigrants for decades. New immigrants contribute substantially to population growth and it is predicted that by 2030, they
will be the sole source of that growth
35Nov 2, 2009
… and in all Languages
• New Canadians are reading the same news but in their own languages
36Nov 2, 2009
Population Growth 2001 - 2017
Visible Minorities• Visible Minority Population
– Ontario = 57%
– BC = 20%
– Alberta = 8%
– Quebec = 11%
• Roughly 96% of all visible minorities will live in
Projected 2017 Population by Visible Minority Group (in 000)
• Chinese 2,217.2
• South Asian 2,226.1
• Black 1,177.5
• Filipino 651.4• Roughly 96% of all visible minorities will live in the 4 key provinces.
– One in three people in B.C will be visible minorities.
– One in two people in the Toronto CMA will be visible minorities.
– More than 1 million South Asians will be living in Toronto by 2017.
– 47% of visible minority population in Vancouver will be Chinese.
– Largest groups in Montreal will be Blacks (27%) and Arabs (19%).
• Filipino 651.4
• Arab 521.5
• Latin American 397.6*
• West Asian 352.6
• Korean 255.9
• *does not include mother tongue
37Nov 2, 2009
Canada is Multilingual
The top 30 most spoken languages other than English and French.
• Italian • Arabic • Ukrainian
Nearly 60% of
Italians stress that
retaining their
By 2017 there will be up to 9.04 million (or about 25%) Canadian residents that don’t speak English or French as their mother tongue. Across Canada, 100 different languages.
• Italian• Chinese• Cantonese• Spanish• German• Portuguese• Punjabi• Polish• Tagalog• Urdu
• Arabic• Tamil• Farsi• Russian• Mandarin• Dutch• Vietnamese• Greek• Gujarati• Korean
• Ukrainian
• Hungarian• Hindi• Romanian• Serbian• Croatian• Bengali• Somali• Macedonian• Turkish
Source: StatCan, 2006. Census
retaining their
language is very
important. The
number is even
higher for other
cultures like the
Chinese and South
Asians (Goldfarb
Consultants)
38Nov 2, 2009
New Canadians From Many Different Countries
Top Countries for immigration 7 same from 1996 to 2006
Citizen and Immigration, 2005
39Nov 2, 2009
… and Country of Origin Mix is Changing
Fastest Growing Groups• Statistics Canada projects the West Asian,
Korean and Arab groups to be the fastest growing between 2001 - 2017. During that period, the population of these groups is likely to double.
• These groups will grow at the following
Population Growth 2001 – 2017
Top Ethno-cultural Groups
Population Growth Rate
1) Chinese2) South Asian
1) West Asian2) Korean
• These groups will grow at the following rate:
• West Asian = 150%
• Korean = 120%
• Arab = 118%
• By 2017 there will be as many as 8.5 million visible minorities living in Canada, which is an increase of 111% from 2001. The total immigrant population will reach 7.68 million (22% of the Canadian population).
• The South Asian and Chinese groups will be the largest totalling 3.2 – 4.4 million residents – with the black population reaching 1.1 million people, making it the third largest group.
3) Black4) Filipino5) Arab6) Latin American7) West Asian8) South East Asian9) Korean
3) Arab4) South Asian5) Filipino6) Chinese7) Latin American8) Black9) South East Asian
40Nov 2, 2009
Better Lot in Life is Why they come
5 Reasons for Choosing Canada
Statistics Canada Choosing Canada, 2001
98% report that coming to Canada was their first choice to better their lot in life. 90% of those who are eligible for
citizenship have been naturalized. (*StatCan, 2008)
41Nov 2, 2009
Did you know...
Nearly 80% of immigrants settle in Toronto, Vancouver, Montreal or Calgary – with a trend to moving more from deep urban to the bedroom communities outside of the downtown cores
87% of immigrants from the past 20 years are between 25-54 years old which are their prime working and purchasing years. This is the ideal consumer group*.ideal consumer group*.
“Economic immigrants” comprise two-thirds of new immigrants
Immigrants will account for 100% of the labour force growth market by 2011
52% of immigrants purchased a home within 3 years of arrival
*Source: Statistics Canada 2006 Business Case For Diversity 42Nov 2, 2009
… and what’s more
• The ethnic market in Canada is a wealthy one with a combined spending power of over $48 billion. The majority of all visible minorities live in Toronto, Vancouver, and Montreal.
• It is clear that there is a considerable opportunity for growth.
• Ethnic marketing can no longer be considered a niche market in an organization’s segmentation strategy.
43Nov 2, 2009
The Reality of Settlement isn’t always realized
Inadequate funding to adequately serve needs of this community related to racism and language barriers among other things• Labour Market Integration – underemployed, unpaid,
exploited
• Basic Settlement Services – under-housed or • Basic Settlement Services – under-housed or homelessness
• Health – access, fear, mental health
• Language
Our challenge in the sector is to assert the experience of immigrant and refugee communities in the areas of housing and homelessness and to assert its importance in
the context of effective settlement.
44Nov 2, 2009
New Canadians
• New Canadians are well educated – in fact more so than Canadian born citizens. Over half possess a degree which is more than double the national average of non-immigrants and even though immigrants account for 20% of the population they account for 50% of the PhDs in the country and 40% of the Master's Degrees. (StatCan, 2006)
• Immigrants are more likely to study physical sciences, engineering or a trade vs. Canadian-born are more likely to study social sciences, trade vs. Canadian-born are more likely to study social sciences, education or arts.
• They have large families and multiple household incomes which gives them buying power.
• 53% of immigrants are female
• They often have a high level of religiosity and as such often congregate at a church, mosque, or temple. The place of worship usually extends to a local network that then becomes a great source of information.
Source: Diversity Media Services
45Nov 2, 2009
New Canadians
• They are upwardly mobile and focused on acquisition of wealth -auto ownership, home ownership etc. On average they own their own home within 3 years of arriving. (StatCan, 2006)
• Seek-out familiar brands
• They are constantly on the hunt for information that helps them access positions, education and information that helps them access positions, education and information that helps them succeed. Cultural community newspapers and websites are a primary resource for that information.
• Newcomers Speak some English but when they acquire information quickly and easily, it is in their home language
• 66% of immigrants prefer to speak a foreign language at home.
Source: Diversity Media Services
46Nov 2, 2009
… and learning more every day
• From your experiences:
– What else we know about the New Mainstream?
– How are they different – or the same – to the – How are they different – or the same – to the old mainstream?
47Nov 2, 2009
So what’s your case for support
• So... to create a strategic partnership, with equal partnership between your organization and a potential business ....how would you position your case for ....how would you position your case for support and partnership?
Nov 2, 2009 48
GETTING STARTED:MAKING THE APPROACH
49Nov 2, 2009
GETTING STARTED:MAKING THE APPROACH
50Nov 2, 2009
Partnership Strategy
• Even before you start contacting anyone make sure you
– Outline the type of partnerships that you are looking for. looking for.
– Ensure Organization (and Board) agreement on partnership guidelines.
– Ensure you are able to evaluate prospective partners for shared values.
Nov 2, 2009 51
Who to approach
• What businesses in your community have shared interests
• Prioritize based on “quality” of prospect.
– Relationship– Relationship
– Capacity
– Affinity
• Build a team that understands the corporate culture (even if you have to hire it)
• If you don’t ask, you don’t get.
Nov 2, 2009 52
WRAP UP
53Nov 2, 2009
Wrap Up
• What is the most significant take away from todays session?
• Complete Feedback form for OCASI• Complete Feedback form for OCASI
Nov 2, 2009 54
My Contact Information
Thanks for your contributions today.
Feel free to connect ...
Karen Sinotte, Principal CRM Consulting.
http://www.linkedin.com/in/karensinottehttp://www.linkedin.com/in/karensinotte
tel: 647-340-1750
E-mail: [email protected]
Consider another seminar “8 tips for Marketing to the Ethnic Marketing Success”
Nov 2, 2009 55