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Generating Corporate Sponsorship Support
Lewis Flax, Flax Associates June 23, 2016
Raffa Learning Community
Thrive. Grow. Achieve.
Generating Corporate Sponsorship Support
Raffa Learning Community Thursday, June 23rd, 2016
9:00 AM – 11:00 AM
1891 Preston White Drive
Reston, VA 20191 Held at American College of Radiology
Your Host
Lewis Flax
– Develop strategy and structure for partnership programs – Provide guidance on business development outreach – Offer training, coaching, and consulting – Review of documents and proposals
Email: [email protected] Phone: 202 266-2655 (w) 301 922-9309 (c) Web: www.flaxassociates.com
Today’s Agenda
• Current status • Better results • Strategy and structure • Outreach • Next steps
Why
• Revenue decline • New leadership (ED/CEO or Board) • Funding needed for a critical initiative
Respondents from both State/Local organizations and smaller organizations showed noticeable decreases in the percent of
their budget revenue derived from dues
62% 66%
41% 43%
0%
10%
20%
30%
40%
50%
60%
70%
State/local <$1mn annual budget >50% of Budget From Dues
2014 2015
Q: Approximately what percentage of your organization’s annual budget comes from dues?
6 © 2015, Association TRENDS. All rights reserved.
More respondents reported starting new non-dues revenue projects than in previous years, with those from
larger organizations leading the way with these initiatives in 2015.
33%
45% 48%
54%
46% 43%
51%
42% 44%
[VALUE] 47%
[VALUE]
<$1mn annual budget
$1-4.9mn $5-9.9mn >$10mn
2013 2014 2015
46% 45%
[VALUE]
0%
10%
20%
30%
40%
50%
60%
2013 2014 2015
Q: Have you initiated any new non-dues revenue projects in the last 12 months? 7
© 2015, Association TRENDS. All rights reserved.
Challenges
Issues / challenges hindering our ability to establish a partnership program
Typical Offerings
• Conference offerings • Gala dinner • Advertising • Event or program sponsorships • List rental • Other
Event Attendance
Memorable?
Traditional Approach
• ‘Inventory’ • Transactional • Difficult and time consuming • Repetitive funding requests • Impact on activities over time
Better Results: Partnerships
• Shift from one-off transactions to partnerships
• Offer multi-channel year round benefits • Implications
A Change in Approach
• Engagement first; dollars second • Platforms and campaigns – not our events
Strategy Issues
• Not addressed • Disconnect • Internally focused on our needs
Develop our Strategy
• Specific process • Align with our values and culture • Acknowledge corporate goals • Seek approval
Leadership Buy-In
Critical for success Making the case • Aligned with strategic plan • Key organizational goals and objectives • Barriers to success • Address how to overcome the barriers
Why Companies Invest
• Generate new leads / clients • Expand awareness – visibility / branding • Increase brand loyalty • Change / reinforce image • Provide thought leadership • Improve retention or recruitment • Show community responsibility
A Shift In Views
• 87% of Americans are likely to switch from one brand to another – price and quality being equal – if the other brand is associated with a good cause (21% increase since 1993)
• 72% of American employees wish their employers would do more to support a cause or social issue (38% increase since 2004)
• 83% of Americans say companies have a responsibility to help support causes
Source: Cone Cause Evolution Study
Obtain Sponsor Input
Solicit feedback • Understand their objectives • Specific benefits • Other ways to engage • Successful partnerships • Good questions – next steps
Interview Outreach
• Associated industries (2-5) • Appropriate companies • Focus on top prospects (80/20 rule) • Key themes
Internal: Identify Assets
• Audience(s) • Programs / events • Communication channels • Others
Assets: Audience(s)
• Member / donor base • Other connections / affiliations • Board, advisory groups, volunteers • Others
Membership / Donor Base
• Members/donors represent a start • Others that are not members or donors • Evaluate compared to the potential • Exponential opportunity - 5x!
Assets: Programs / Events
• Conferences / trade shows • Gala events • Programmatic initiatives • Others
Assets: Communication Channels
• Website • Magazines / e-newsletters • Social media • Direct mail / e-distribution Leverage corporate communication channels
Convert Assets to Benefits
• Determine assets of interest • Understand benefits from the perspective of
the sponsor • Consider other potential benefits • Establish platforms
Internal Assessment
• Ensure alignment with mission and culture • Coordinate within your organization • Clarify what is available for ‘sale’ • Determine parameters of involvement • Respect “Organizational Tension”
Alignment of Interests
Organizational Culture
Audience Interests
Sponsor Goals
Structure Benefits and Packages
• Establish platforms that align with corporate interests
• Bundle benefits strategically • Tier packages to incent companies to ‘buy-
up’ • Restrict benefits of greatest value • Establish other limited offerings at lower levels of support
Leadership Support
Critical for success • Align with strategic plan • Acknowledge cultural factors • Ensure staff buy-in • Address potential barriers
Initial Outreach
• Leverage volunteer leadership connections • Appeal to interests • Opportunities for involvement • Specific requests • Peer to peer interaction is preferred
Outreach: Differentiation
• Understand objectives first; position offerings second • Tailor responses / customize
Transition
• Respect • Empower • Strategic / difficult questions • Relationship vs transaction
Involvement
• Others involved • Promote others engaged • Spur interest
Third Party Credibility
• Reference point • Connection
Seek Input
• Draft format • Edits, comments, and track changes • Seek feedback, value their input, and gain
buy-in
Next Steps
• Interest in improving results • Time/resources • Strategies and tactics • Actions in the next 21 days • Impact on your organization
Questions? Lewis Flax [email protected] (202) 266-2655 (301) 922-9309 www.flaxassociates.com
