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Presentation by Elizabeth Engel and Laura Feldman for the 2012 Bridge Conference. Say NO to financial support?! In association fundraising, sometimes saying no to corporate funders is as important as saying yes to new revenue. But knowing how to determine when to say No is difficult when a company is offering your organization money, free stuff or both. Expert association fundraisers from the Children's Hospitals Association will share their guidelines, processes, and criteria for vetting corporate suitors to help you get to the happily ever after of corporate partnerships.
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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: [email protected] t: feldman1p: 703.797.6015
Keep in touch!
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Elizabeth Weaver Engel, M.A., CAECEO & Chief StrategistSpark Consulting, LLC
e: [email protected] w: getmespark.com t: @ewengelli: www.linkedin.com/in/ewengel p: 202.468.3478
