This presentation will provide an overview of the basics of corporate giving and sponsorships, as well as insider tips on building a strong corporate giving/sponsorship program. The presenters will also discuss how corporate donors’ expectations have changed in a post-recession world, and what these changes/trends mean for corporate fundraising strategies. Learning Objectives: • How to research foundations/corporations to find the perfect match • The initial meeting—who do you bring, what do you say, how do you follow-up • Maintaining relationships—it’s more than the next ask

1. Corporate Giving 2.0
The world has changed. Have you?
Anthony Petchel
Director of Development
Oregon Museum of Science and Industry
APetchel@omsi.edu

2. Objectives
Trends in corporate
giving
Thinking outside the
toolbox

3. Corporate Giving @ OMSI
 Corporate Giving FY15
◦ Unrestricted: $800k
◦ Restricted: $686k
◦ In-kind: $1M
 Corporate Donors
◦ 120+
 Staff
◦ Full Time Corporate Relations Officer
◦ 5+ supporting staff members
 Average actions
◦ 36 per donor

4. Where to focus?
1.09% of Pre-Tax Profits
Source: Giving USA 2014 Survey

5. How much should I focus on
Corporate Giving?
How does corporate giving fit into your
organization’s focused fundraising efforts?
What is normal for your sub-sector?
Tip: Don’t forget the employer match

6. Changing expectations and trends
in corporate giving
Giving is still not back to pre-recession levels
• . . .but companies are giving to fewer nonprofits
• . . .and asking for more in return
Average gift size has increased
• Community/Customer & Committee decisions
Decisions are taking longer
Giving is more focused
Want a gift? Better have someone from the
company on your board

7. What type of corporate giving?
• B-Corps
Corporate Philanthropy
Corporate Foundations
Employee Giving Programs
Marketing
• Individual giving through their company
Privately Held Companies

8. The Silver Bullet
(Shhh. . . . .Don’t tell anyone)
Building and maintaining a
long-term and mutually
beneficial relationship with
your corporate donors will
raise the most money.

9. The familiar cycle
Prospecting
& Prospect
Research
Discovery &
Qualification
Cultivation
Stewardship

10. Prospecting
Research Events
Start in your
own backyard
Who you
already know
Who already
donates

11. Before you ask for the meeting
Do your homework
Do some more homework
Mission Alignment
Remember not all corporate giving
is philanthropic

12. Who are you meeting with?
Typical
Decision
Makers
President/CEO/Owner
Senior Manager
Board or Committee
Marketing/PR Director
Corporate Foundation/Giving Manager

13. Setting the meeting
Did you do your Homework?!
Who will connect you?
NO Cold Calling!!!

14. Initial Meeting
Do
Not
• “I’ll just wing it”
• Assume they know/love
you or your mission
• I’ll just wear. . . .
• Just give them the folder
• Come unprepared
• Ask for money on first
visit
• Forget to follow-up

15. Qualifying
Do
They
Have
•Connection
•Interest
•Capacity
•Bandwidth

16. Relationship Building
Stewardship
Thank
Build a relationship
with your
organization
Demonstrate the
impact of their gift
Give
Cultivation
It takes time
Show interest
in them
Give first Be Authentic
Call- but not
just when you
need
something

17. The Corporate Dating Game
• Donor tour
• Volunteer opportunities
• Introductions (such as to the
Board, other sponsors, etc.)
• Check-ins (no ask)
• Invite to events
• Send them business/contacts
• Send articles of interest
Cultivation
Ideas

18. Leading up to the Ask-
Cultivating Buy-in
Tip:
If you want
money, ask
for advice.
If you want
advice, ask
for money.

19. Not another Gala, Golf Tournament,
Walk, __________event, etc.
Corporate gifts 2.0
• Adopt a __________.
• Matching gifts
• In-kind
• Bottom-line relieving
• Employee giving campaigns
• Benefit Day
• Non-cash benefits
• Cross-promotion

20. Making Restricted Asks
Unrestricted
Bottom-Line Relieving
• Know your budget
• What are your strategic priorities
• Leverage
• In-Kind
• No Admin= No Programs

21. Crafting the Case
Messaging
• Keep it simple
• Impact
• Why you?
• How does your
case align with
your priorities
and the priorities
of the company?
Delivery
• Short
• Compelling:
stories (heart)
and data (mind)
• Visually appealing
• Appearance
matters

22. Have a variety of solicitation
materials at your disposal
Use what is appropriate
• One paragraph description
• One page fact sheet
• Cover letter
• Full proposal (3-5 pages)
• Response form (if needed)
Other materials: annual report, impact data,
990, IRS letter, financials, press kit, etc.

23. The Proposal
Key Elements
• Professional appearance
• Compelling description of event/opportunity
• How will the partnership benefit the company
• Specific benefits they will receive
• Audience demographics
• A specific dollar amount
• Concise
• Budget included

24. Solicitation Strategy
Prep
• Do your homework
• Ask for the right amount
• Lead time (60 days 6
months)
• Don’t give too many
choices
• Who should ask?
• Anticipate objections and
questions
Ask
• In person is best
• Peer ask
• The bigger the ask the
bigger the title
• They shouldn’t be
surprised
• Be prepared to negotiate
• Know when it’s a True No

25. Scripting the Solicitation
Know before you ask
• Who- does the talking?
• What- are you asking for?
• Where- are you asking?
• When- in the conversation are
you making the ask?
• How- much are you asking for?

26. Know the 4 faces of “NO”
• To this project, but perhaps
anotherno
• Not now, but perhaps laterno
• To the amount asked forno
• Forever: the real NONO

27. The “Yes"
Congratulations!
You secured the
sponsorship!
Now what?
Sponsorship
Agreement
Follow-
through
Follow-up
Repeat

28. The Sponsorship Agreement
Every sponsorship should have
an agreement
• Formalizes conversations
• Keeps both parties on the same page
• Clarifies roles, responsibilities, and
deadlines
• Clear deliverables

29. Stewardship
Corporate Perspective
• Homework!
• Did I mention follow-up?
• Recognition and
acknowledgment
• Post-event check-in
(no ask)
• Formal report (always)
• Make sure you fulfilled
your end of the agreement
• Keep in contact all year
• Send hand written thank
you note(s)
Reporting
• Follow-up and more
follow-up, particularly for
events
• What was the ROI?
• Be timely and continuous
in communication
• Are they using/receive all
of their benefits?
• Impact

30. Stewardship ideas
Donor thank you event
Nominate for awards
Helping them be successful
Invitation to special event
Volunteer opportunities
Connecting with others
Press releases
Newsletters article
Social media tags
Annual report, donor wall, etc.

31. Pet Peeves
Errors (Spilling, legos, cOPY, ect.)
Last minute requests
Unprofessional appearance
Overselling impressions (quality vs. quantity)
No value to company
Not doing your homework
Not thanking
Taking company for granted

32. Recap
• It’s about themDonor-Centric
• Appearance mattersProfessionalism
• It can take yearsThe long-game
• The cycle never stopsEngagement

33. Questions

34. References & Resources
 WVDO Corporate Affinity Group
 http://http://philanthropy.com/section/Corporate-
Giving/449?cid=megamenu
 https://www.michiganfoundations.org/sites/default/files/resources/Giving-
in-Numbers-2013-CECP.pdf