6. CauseMarketing A relationship between a corporation and nonprofit that generates consumer-driven support for the hospital through various activation methods
8. In-KindandEnhancement A budget-relieving or experience-enhancing donation that has the ability to generate incremental revenue, assist expense line items and/or increase brand awareness
9. Sponsorship Program, event or physical structure-related, typically a financial or in-kind donation in exchange for goods, services, experiences and/or visibility
10. CorporateChampion Utilizing corporate partners and sponsors as “champions” or “rainmakers” to open new doors to funding, partnerships and marketing services
13. Feasibility 10 Are your development, hospital and Board leadership open to cause marketing and corporate alliances? Do you know in what context? 1 Are key physicians in key areas of expertise/department/pillars open to aligning their programs with corporate partners? 2 Do you have internal corporate leads you can access/approach for cause marketing and corporate alliances? Do you know in what context? 3
14. Feasibility 10 Are the medical department/pillars open to working together on cause marketing and corporate alliances? OR would any alignment have to be pillar-specific? 4 Do you have a strong regional brand or exceptional national research in key, consumer-friendly departments/pillars? 5 How well do key areas of development work together: major gift officers, direct mail, event production, sponsorship, marketing communications, PR? 6
15. Feasibility 10 Is development marketing and outreach separate from clinical marketing? If so, how well do they work together? 7 Do you have any event, advertising or human resources that can be leveraged in support of a cause marketing program? Do you know in what context? 8 Do you have the resources to devote someone or part of someone to creating a formal program and conducting outreach for the next 18 to 24 months? 9 Does your institution have the legal skill and/or resources to devote to supporting a formal corporate alliance program? 10
18. The Internal Process Board Support & Internal Champions Head of Development Head of Marketing Attorneys Physicians in Key Consumer Areas of Focus BreakingDown Silos Board Hospital Executive Leadership Diabetes Peds Heart Cancer
39. Contact Information MaureenCarlson President Caliber Sales & Marketing www.calibersm.com mcarlson@calibersm.com@MCCaliber PhilipsMcCarty President Cause Innovation www.causeinnovation.com philips@causeinnovation.com @CauseInnovation