evergreen corporate partnership engagement
TRANSCRIPT
SPONSOR & DONOR ENGAGEMENT Evergreen: Development Team – Campaign Proposal
Stephanie Heintzman
EXECUTIVE SUMMARY Evergreen wanted to know how they could better manage corporate
sponsor/donor (partner) relationships, and increase partner engagement. Using in-‐depth research, V.I.P Evergreen, a 5 stage, 21 program campaign
was created. Here are some of the highlights…
HOW CAN EVERGREEN … manage corporate sponsor/ donor (partner) relationships?
… get corporate partners more engaged with Evergreen?
Original Outline • 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
HIGHLIGHTS
The Research
RELATIONSHIP MANAGEMENT
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)
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
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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
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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
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The How
PARTNERSHIP CAMPAIGN
How to Build Engagement
V.I.P EVERGREEN
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
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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
V.I.P Evergreen: Positioning Evergreen
• Environmental sustainability & innovation hub • Leading by example • Sharing knowledge • Disruption
• Collaboration for bigger impact • Me/ Them à ‘We’ • Mutually beneficial relationship • Community focused
• We can’t change the world on our own.
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 Involvement
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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
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
SOURCES
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/