AMA Marketing Effectiveness

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AMA Marketing Effectiveness Online Seminar
Series Andy Grieser American Marketing
Association

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A wealth of information is available for
marketing professionals at www.MarketingPower.c
om The 1 marketing site on the web
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Commonly Asked Questions

• 1. Will I be able to get copies of the slides
  after the event?
• 2. Is this web seminar being taped so I or others
  can view it after the fact?

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Commonly Asked Questions

• 1. Will I be able to get copies of the slides
  after the event?
• 2. Is this web seminar being taped so I or others
  can view it after the fact?

Yes
Yes
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Securing and Growing Strategic Partnerships Strate
gic Philanthropy Series Part II
Sponsored By
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Agenda

• How to analyze your best opportunities for new
  and existing partnerships
• Prioritizing your hit list of prospective
  corporate partners
• Creating strategies that attract and renew
  higher-level, longer-term partners
• How to establish the scope of benefits and
  corresponding minimum financial commitments
• What makes a good proposal and a great
  development team

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Definitions

• Sponsorship When a company makes an investment
  in a nonprofit in exchange for marketing and
  promotional benefits
• Cause Marketing When a sponsor promotes a
  donation tied to sales
• Grants When a company makes a philanthropic
  investment in a nonprofit without the expectation
  of a marketing or promotional return
• Strategic Philanthropy When a company makes a
  philanthropic investment in and promotes a
  marketing affiliation around a nonprofit

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Follow the Money
How to analyze your best opportunities for new
and existing partnerships

• Track types of corporate commitments youve
  received
• Grants
• Unrestricted
• Program
• Capital/Endowment
• Sponsorship
• Cash
• In-kind
• Activation and promotion
• Strategic Philanthropy
• All of the above
• Brain trust
• Volunteers

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Follow the Money

• Track what companies are supporting and for how
  long
• Mission-related
• Initiative-specific
• Program only
• Fee for services

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Follow the Money

• Track who buys the companys products
• Consumers vs. Businesses
• Who can you deliver?
• Organize by industry
• Example
• Broadly Financial Services
• Narrowly Bank, Credit Card, Insurance, Brokerage

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Follow the Money

• Track how much companies are spending with you
• Nickels and dimes
• Medium-sized
• Significant

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Family First
Prioritizing your hit list of prospective
corporate partners

• Prioritize low hanging fruit
• Who spends the most?
• Who has supported you the longest?
• Who has the most potential to upgrade?
• Who is the most prestigious?
• Who is your best relationship?
• Grandfather your best supporters
• Success begets success
• Upsell on activation

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Build Value and Incentives
Creating strategies that attract and renew
higher-level, longer-term partners

• Give companies a reason to support your overall
  mission
• Express why your cause is compelling
• Use powerful statistics
• Keep it succinct
• Demonstrate stakeholder concern
• Are their customers your donors/volunteers/stakeho
  lders?
• Showcase your ability to measurably address that
  concern
• Give specific examples

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Build Value and Incentives

• Deliver proprietary programs that have the
  greatest value and reflect your priorities,
  notably ones that
• Best represent your core essence
• Have measurable impact
• Deliver the greatest audience and communications
  reach
• Deliver benefits organization-wide to maximize
  companys visibility

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Build Value and Incentives

• Provide a new level of service that goes beyond
  simply fulfilling benefits
• Extraordinary recognition
• Inner-circle networking
• Activation support
• Ongoing communication
• Turn-key implementation

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Structuring the Offer
Establishing scope of benefits and minimum
financial commitments

• Group only your meaningful benefits
• Promotional rights
• Right to conduct awareness campaign
• Right to conduct fundraising campaign
• Logo use
• Organization
• Program/Initiative
• Designation
• Mission partner
• Program sponsor
• Exclusivity
• By organization-wide or program/initiative scope
• By timeframe

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Structuring the Offer

• Group only your meaningful benefits
• Opportunity to sponsor major initiatives or
  programs (first come, first served)
• Recognition/positioning to audience explaining
  why partners are there
• Publications newsletter, annual report
• Signage event and program venues, year-round
  site
• Web site home page, corporate sponsor page
  editorial
• Equipment
• Access to audience through sampling or displays
• Employee volunteer opportunities
• Activation support

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Structuring the Offer

• Pricing Influencers
• Sponsorship Market value
• What your sponsors are currently paying
• What they are paying other organizations,
  factoring relative size and scope
• Scope of benefits organization-wide vs. program
  only
• Cause marketing Market value
• Minimum guarantee based on sponsorship fee
• Size and scope of promotional commitment
• Grants Program direct and indirect costs
• Strategic philanthropy
• All/some of the above
• Must be significant and long-term

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The Proposal
What makes a good proposal and a great
development team

• Key elements to your master deck
• Translate your mission to show how you get the
  job done, demonstrating the impact where you can
• Highlight your strengths based on comparative
  analysis
• Make a compelling case
• Find the natural fit
• KaBOOM! and Stride Rite
• Rock the Vote and Motorola
• Lead with promotional concept
• Americas Second Harvest General Mills

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KaBOOM! and Stride Rite
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Motorola and Rock the Vote
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Americas Second Harvest and General Mills
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The Development Team
What makes a good proposal and a great
development team

• Sponsorship and Philanthropy are
  coordinated Example VP Strategic Philanthropy
  oversees Development and Sponsorship
• Marketing and communications serve as support
  teams to Development
• Work closely with program-specific departments to
  create proprietary programs and foster buy-in
• CEO/Executive Director actively participates in
  key presentations/meetings

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The Development Team

• Profile of successful development team
• Proactively pursues relationships
• Listens more than talks
• Spends a lot of time tailoring talking points
• Approach is partner-like
• Proactively collaborates internally
• Translates what nonprofit has that is of value to
  corporation

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Thanks for your time and participation today!
To replay this webcast go to www.MarketingPower.
com/strategyseries For copies of todays
presentation http//www.nptimes.com To contact
todays speaker Paula Berezin pberezin_at_socialc
apitalpartnerships.com Questions for AMA
Andy Grieser agrieser_at_ama.org
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2005 AMA Nonprofit Marketing Conferencein
partnership with the American Marketing
Association Foundation

• THE BUSINESS OF TRUST
• Marketing Integrity and Value Through
• Accountability ? Constituency Focus ?
  Relationship Marketing

July 11-13 ? Mandarin Oriental ? Washington,
D.C.
Join corporate and nonprofit marketing leaders
who will share strategies, experience and advice
with a new focus each day of the
conference For more information and to
register, visit www.MarketingPower.com/nonprofit