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Deepen Your Relationships with Your Corporate Supporters
By Kathleen Loehr and Craig Shelley
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  Even though corporate giving as a percent of pre-tax profits has remained relatively flat since 1973,[1] nonprofits should not ignore them. Corporations are a great provider of cash, as well as in-kind contributions, volunteers, and knowledge that will benefit your mission. Now is a good time to consider how to deepen these important relationships. In recent years, corporations have changed their priorities and expectations with the nonprofits they fund. Many more now prefer deeper engagements with fewer nonprofits. They are also narrowing their philanthropic scope to focus on key issues that align with their brand objectives. Finally, they are measuring how their involvement drives their bottom line and brand perception. "Partnership" is the term corporations use to describe this preference. These relationships are long-term, driven by shared values, require customized opportunities based on a corporation's specific needs, and typically result in multi-year gifts and multiple ways of engaging throughout the year. Relationships with corporations often begin as sponsorships. These relationships are short-term, driven by events, and typically result in an annual gift. To benefit from the ways that corporations prefer to partner today, it is time to think beyond these episodic requests. One approach is to consider the full relationship between you and the corporation using the "Moves Management" process -- just as you would any other major donor -- to build a strong foundation for each relationship and attend to it at every turn. What follows are some suggestions to help you adapt and deepen your corporate relationships: - Dedicate staff time. Each existing or prospective corporate partner should, like any major donor, have an assigned relationship manager who is coordinating support, cultivation, and engagement. Specifically, partnerships can and should have many components, including employee volunteerism opportunities; activation at events; and recognition in publications, on the website, and on social media platforms. You must be prepared to manage and track this complexity.
- Identify the right prospects. Since you might not have the capacity to provide deep attention to every corporation, you must prioritize your list. The right prospects are those that align most closely with your brand and mission. To find these prospects, you must do your homework. Ask questions about the corporation's plan for corporate social responsibility. Where have they seen success? What type of partnership has worked for them? What type of support might they bring to the table? Board members? Employee engagement? Focus on only building deeper relationships with those corporate prospects where shared values match, you already have a strong relationship on which to build, and multiple levels of support are possible.
- Revise and adapt your case for support with corporations in mind. While your programs and outcomes must align with the corporation's values, also explain their potential return on investment, including demographics, value of your brand, the number of audience impressions they can expect by collaborating with you, volunteer opportunities for their employees, etc.
- Build and empower a network of connectors. You could use a formal process such as a board committee or advisory group, but you must have volunteer "door openers" to access the corporate leadership you need to start these partnerships.
OAI's Observation As we develop and implement these programs with a variety of organizations, we find that both nonprofits and corporations find these true partnerships to be beneficial and meaningful. Investing time and resources to welcome and nurture corporate support will result in strong partnerships that will further your mission. *** If you need support building or improving your corporate partnership program, please contact OAI today at [email protected] or (202) 338-6100 |
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When:
November 13, 2014
Where: Lighthouse Guild
111 E. 59th Street New York, NY 10022
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In collaboration with our sponsors, Raffa, PC is hosting a one-day summit to explore how today's changemakers can achieve sustainability as we approach the coming decade.
The summit will convene many of New York's nonprofits, progressive funders, social enterprise and corporate leaders to engage them in conversations. Together, we will explore ways in which we can expand our vision and reach to realize our collective goal of achieving positive social outcome while maintaining viability. Discussion topics will include:
- Evolving organizational structures/models and practices to accelerate progress;
- Innovative revenue development and technology strategies;
- Risk and change management;
- Impact measurement; and
- Leadership transition.
Join us to examine cutting edge thinking aimed at building a sustainable future for all. We look forward to having your involvement and participation in this inspirational and informative summit. Details coming soon... To be added to the Sustainability Summit invite list, please click the following link:
ADD ME TO THE INVITE LISTThis event is FREE for qualifying nonprofits, social enterprise and B Corp certified organizations. C-Level executives and board members welcome. Space is limited - confirmed full program registration is required. |
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Washington, DC Empowerment Summit Testimonials
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"The 2014 Nonprofit Empowerment Summit proved to be a one-of-a-kind event providing a unique and inspirational perspective on strengthening the sector from today's nonprofit leaders. The memorable panel discussions, centered around collaboration and connection, were both moving and powerful. Participants emerged with a greater sense of passion and purpose."Alexis Norman, CPA
American Immigration Lawyers Association
"Bravo! Thanks to Raffa for an A+ day that was both professionally and personally empowering."
Sandra Walter
The Sankofa Project
"I cannot thank you enough for including me in the 2014 Non-Profit Empowerment Summit yesterday. The gathering was totally empowering and inspiring, from the content of the remarks, to the stature and character of the speakers and makeup of the audience. I thoroughly enjoyed and benefited from the entire experience."
Susan Lavrkas
Aerospace Industries Association "The quality of the moderators, speakers and panelists was exceptional. Topics were well thought out. Congratulations on a well planned and executed event!"Patricia Adkins
Finance and Administration Roundtable "Worth every minute of my time. Thank you."Yolanda Pruitt
MCPS Educational Foundation
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About Orr Associates, Inc. (OAI)
Responding to the increasingly complex burdens on nonprofit leaders and the growing shortfall of highly-qualified fundraising professionals, OAI has developed a transformational approach to fundraising and strategy consulting. Our teams of experienced professionals seamlessly embed themselves with nonprofits to fundraise, to recruit and improve board leadership, to build consensus and direction through new strategies, and to provide executive, fundraising, and financial leadership. With offices in Washington, DC and New York, OAI has partnered in our clients' success for 23 years, helping more than 500 nonprofits raise hundreds of millions of dollars for their causes.
See how we can help you today at www.oai-usa.com.
 
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