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THE CREDIBILITY FACTOR Museums & Corporate Support American Association of Museums “ Bridges to the World” 97 th Annual Meeting May 18-22, 2003 Portland, Oregon

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This presentation is sponsored by: Doing business by doing good.™

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Presenters <ul><li>John H. Good </li></ul><ul><li>President and Chief Executive Officer, ExhibitQ </li></ul><ul><li>Wendy Fukamaki </li></ul><ul><li>Senior Manager of Community Relations Marketing, Mervyn’s </li></ul><ul><li>Nancy Lynn </li></ul><ul><li>Director of Traveling Programs, American Museum of Natural History </li></ul><ul><li>Melissa Richardson Banks </li></ul><ul><li>President, CauseConnect </li></ul>

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The Big Picture John H. Good PRESIDENT & CEO [email_address]

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Key Points <ul><li>Museums can serve as important bridges for companies to the community. </li></ul><ul><li>Tough corporate times can mean significant benefits for museums. </li></ul><ul><li>Corporations need to align themselves with the credibility offered by partnerships with museums. </li></ul><ul><li>It’s the audience size AND the influence of museums as linked to potential customers. </li></ul>

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Giving Interests of Companies Source: AAFRC Trust for Philanthropy / Giving USA 2002

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2003 Sponsorship Projections Source: 2002 IEG, Inc. All rights reserved.

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Current Trends <ul><li>Renewals are in. New sponsorships are out. </li></ul><ul><li>Sponsors are asking for—and receiving—more for their money. </li></ul><ul><li>Ties to education, health and social causes are being boosted by pressure from government and corporate regulators. </li></ul><ul><li>One nonprofit sector is losing out—the arts. </li></ul>

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Community Issues of Most Concern <ul><li>K-12 education </li></ul><ul><li>Environment </li></ul><ul><li>Job training </li></ul><ul><li>Literacy </li></ul><ul><li>Homelessness </li></ul><ul><li>Housing </li></ul><ul><li>Higher education </li></ul><ul><li>Child care </li></ul><ul><li>Transportation </li></ul><ul><li>Racism / Economic development (tie) </li></ul>Source: 2002 Community Involvement Index , The Center for Corporate Citizenship at Boston College

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Why Companies Give <ul><li>Reach customers (current and prospective) </li></ul><ul><li>Gain brand recognition </li></ul><ul><li>Influence decisionmakers </li></ul><ul><li>Be good corporate citizens </li></ul><ul><li>Improve quality of life for employees </li></ul>

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The Corporate Point of View Wendy Fukamaki SR. MGR., COMMUNITY RELATIONS MARKETING [email_address]

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Mervyn’s & Target <ul><li>Commitment to the community </li></ul><ul><li>Focus areas </li></ul><ul><li>Research findings </li></ul>

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Gain Competitive Market Share <ul><li>Building loyalty </li></ul><ul><li>Differentiation </li></ul><ul><li>Outreach </li></ul><ul><li>Credibility </li></ul>

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Museums = Good Partners <ul><li>Asian Art Museum, San Francisco </li></ul><ul><li>Autry Museum of Western Heritage, LA </li></ul><ul><li>Crocker Museum, Sacramento, CA </li></ul><ul><li>Fresno Metropolitan Museum, CA </li></ul><ul><li>Museum of Latin American Art, CA </li></ul><ul><li>Natural History Museum of Los Angeles County </li></ul><ul><li>Oakland Museum, CA </li></ul>

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Return on Investment vs. Donations <ul><li>Companies demonstrate genuine commitment by getting involved with an organization or cause. </li></ul><ul><li>Increasingly, cash grants are often perceived as lazy or, worse yet, a pay-off. </li></ul>

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Win-Win Partnerships <ul><li>Mervyn’s Moving Mission in partnership with Fresno Met and Autry Museum </li></ul><ul><li>Target Tuesdays at the Asian Art Museum </li></ul><ul><li>Mervyn’s Family Sundays at the Museum of Latin American Art </li></ul>

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The Museum Perspective Nancy Lynn DIRECTOR OF TRAVELING PROGRAMS [email_address]

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Challenging Current Environment <ul><li>Corporate spending on sponsorship is declining. </li></ul><ul><li>Sponsorship decisions are moving into marketing departments. </li></ul><ul><li>More institutions are pursuing fewer sponsor dollars. </li></ul>

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Museums Need to be Proactive <ul><li>Interdepartmental advance planning </li></ul><ul><li>Tailored selection strategy and pitch </li></ul><ul><li>Creative benefits approach and better stewardship </li></ul><ul><li>New approaches to funding exhibitions </li></ul>

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Plan Exhibits Further in Advance <ul><li>Earlier knowledge and discussion of topics and exhibit components </li></ul><ul><li>Upfront planning for exhibit tour </li></ul><ul><li>Think earlier about options for benefits </li></ul>

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Tailor Selection Strategy and Pitch <ul><li>More research to match corporations with projects of interest (marketing strategies, geographical plans, etc.) </li></ul><ul><li>Leverage relationships of board members </li></ul><ul><li>Match benefits to the corporation’s interests </li></ul><ul><li>Better presentation materials </li></ul>

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Give Better Benefits & Stewardship <ul><li>Offer corporate sponsors more visibility </li></ul><ul><li>Negotiate sponsorships with greater flexibility </li></ul><ul><li>Be creative </li></ul><ul><li>Provide more than was promised </li></ul>

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New Ways to Fund Exhibits <ul><li>For-profit exhibition companies </li></ul><ul><li>Creative partnerships with other institutions </li></ul>

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Creative Solutions for Tough Times Melissa Richardson Banks PRESIDENT [email_address] Doing business by doing good.™

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Get Back in the Power Seat <ul><li>Museums help companies, not just vice versa: </li></ul><ul><li>Access to upscale audiences </li></ul><ul><li>Tie-in to good reputation and credible name </li></ul><ul><li>Strong cause affiliation </li></ul><ul><li>Less risky investments for business </li></ul><ul><li>Direct “in-reach” into the community </li></ul>

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Sponsorship Strategies <ul><li>Find other ways to get in the door. Link marketing, development and volunteer functions at your museum. </li></ul><ul><li>Do more, but set the bar higher at the start. </li></ul><ul><li>If they still come in lower, wow them accordingly, then build the relationship. </li></ul><ul><li>It’s all about them, not about you. </li></ul>

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Sponsorship Strategies <ul><li>Logos matter. Relationships matter more. </li></ul><ul><li>Think beyond exhibition subject matter. </li></ul><ul><li>Help sponsors visualize their participation. </li></ul><ul><li>Anticipate your sponsor’s needs. </li></ul>

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Bootstrap Marketing © <ul><li>No staff, no budget? No problem! </li></ul><ul><li>Differentiate or die (but don’t overkill with standardization) </li></ul><ul><li>Stick with the basics—forget psycho-babble. </li></ul><ul><li>Strategic media partnerships (think cash ) </li></ul>

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Bootstrap Marketing © <ul><li>Things companies can’t buy on their own </li></ul><ul><li>Design collateral with future sponsors in mind </li></ul><ul><li>Start a buzz—word of mouth is most effective marketing (“My Big Fat Greek Wedding”). </li></ul><ul><li>Increase your distribution outlets. </li></ul>

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The Marketing Umbrella ADVERTISING PR DIRECT MAIL WORD OF MOUTH SIGNAGE EMAIL SPECIAL EVENTS Sales Your Museum M A R K E T I N G COLLATERAL MATERIALS FRONT LINE STAFF WEBSITE PROPOSALS VOLUNTEERS

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Word of Caution <ul><li>Watch your agreements </li></ul><ul><ul><li>Sponsorship agreements (IRS regulations) </li></ul></ul><ul><ul><li>Exhibition contracts (increasingly have embedded sponsorship agreements) </li></ul></ul>

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THE CREDIBILITY FACTOR Museums & Corporate Support American Association of Museums “ Bridges to the World” 97 th Annual Meeting May 18-22, 2003 Portland, Oregon