Creating Corporate Relationships That Fit

Creating Corporate Relationships That Fit

Laura S. Feldman, Children’s Hospital AssociationElizabeth Weaver Engel, M.A., CAE, Spark Consulting,

LLC

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Your Therapists

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CEO & Chief StrategistSpark Consulting, LLC@ewengel

Director, Corporate Alliances, Grants and Development Children’s Hospital Association@feldman1

Setting the Stage

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The Children’s Hospital Association advances child health through innovations in the quality, cost and delivery of care.

Founded 1968Over 220 member children’s hospitalsOver 20,000 active individual records

Staffing

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3%

Revenue

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5.4%

Tailored relationships with national companies

Mission driven and philanthropic

Doing good while doing well

Overview Corporate Alliances

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Child and family centered

Promote a child’s positive experience

Enhance value for Association members

Overview Corporate Alliances

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Sponsorship

Meetings

Sales to hospitals

Vendors

Our Structure

Corporate Alliances

Mission oriented

Child centered

Play and fun

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Corporation

Access

Brand image

CSR

Benefits and Value Exchange

Association

New resources

Awareness

Brand development

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Guidelines

Checklist

Potential for growth

Added value to association members

Choosing Alliances

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In-Kind Product Donation

Cash Grants

Cause Marketing Opportunities

Joint Product Development

Licensing

Types of Corporate Alliances

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Our Story

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Company looking to go national with philanthropy

Revived Foundation 2004

Introduction by Mattel Children’s Hospital/ UCLA

Mattel and Association crafted programs together

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Mattel, Inc.

Mattel – Toy Program – 7 years

Perfect fit with PLAY and JOY

Good metrics

Value to members

Value to Mattel

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Mattel – Grant Support $ Expand type and

amount of support

Work with funder on matching priorities

Next great idea?

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Mattel – Lessons Learned

Leverage Relationships

Build Trust

Ensure Good Fit

Measure Impact

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American Girl Mattel facilitated

Shine on Now Campaign (2010)

Public Relations

$300K + doll donations

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American Girl

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American Girl – Lessons Learned

Recognize Good Brand

Creative Stewardship

Grow Relationship

Be Patient

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Activision - Blizzard Facilitated by Good

360

HR/ Employee Communications

Video game donation

Employee visits in operating locations

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Activision – Lessons Learned

Manage expectations

Time commitment?

Involve corporate side

Maintain contacts

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In the beginning, there was

In 2004, we got help from

In 2006, we created guidelines, thanks to

What’s the model?

Corporate Partnerships

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Revenue Growth

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2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011.5 2012$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

Annual Revenue Growth 60%

Partnership

Sponsorship

Exhibiting

Attendance

Advertising

Free options

Lead generation

Ladder of Engagement

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Q&A

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Exercise

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Leverage your relationships Build trust Be patient Manage expectations Treat it like what it is: a relationship (not a

transaction)◦ Ask for a date before you ask them to marry you◦ Has to meet the needs of both partners◦ Communication is key ◦ Don’t be afraid to pick up the phone!

Takeaways

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Don’t forget to visit the Solutions Showcase!

Many of the ideas discussed today are on display at the Solutions

Showcase!

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Laura S. FeldmanDirector, Corporate Alliances, Grants & DevelopmentChildren’s Hospital Association

e: lfeldman@nachri.org t: feldman1p: 703.797.6015

Keep in touch!

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Elizabeth Weaver Engel, M.A., CAECEO & Chief StrategistSpark Consulting, LLC

e: ewengel@getmespark.com w: getmespark.com t: @ewengelli: www.linkedin.com/in/ewengel p: 202.468.3478