Building & Sustaining Business Partnerships

2. Building & Sustaining Business Partnerships

3. Agenda • Business Landscape Overview • Step-by-Step Outreach Process • CKF National Corporate Partnerships • Resources for Grantees • Q & A

5. Why Engage in Business Outreach?

6. Benefits of Business Outreach • Raise community awareness about the issue of uninsured children • Provide your coalition with new communication channels and resources, including potential funding resources • Increase the visibility and profile of your coalition/organization • Foster new relationships for your coalition

7. Today’s Business Landscape

8. Corporate Donations • Corporations donate at least 5-6% of the $200 billion given to nonprofits from private sources annually; some estimates show corporate donations to total as much as $40-50 billion annually • Economic slowdown has affected corporate contributions; indications suggest that corporations are decreasing and streamlining contribution programs

9. Employer-Based Coverage • Health insurance premiums rose 13% from 2001 • Workers’ contributions increased more than 30% from 2001 • More than 90% of large businesses (50 or more employees) offer health care coverage to employees • Small businesses are significantly less likely to offer health care coverage to employees Source: The Kaiser Family Foundation and Health Research and Educational Trust, California Employer Health Benefits 2002 Annual Survey

10. Types of Involvement • Philanthropy • Sponsorship • Cause-Related Marketing (CRM) • Licensing • Media Sponsorship • In-Kind Sponsorship

11. Keep in Mind • You are presenting an OPPORTUNITY • Passion and commitment sell • Create business alliances that work for YOU • Think of your business contacts as year-round relationships • Build a “deep company bench” • Always be on the lookout for opportunities and new ideas • Do not take a NO personally • It’s OK to start small

12. Step 1: Getting Started

13. Getting Started Think Like a Business • Factors for involvement: alignment, cost, ease, timing and benefits • Results-oriented • Knowledge of issue • Time is money • Speak “business”

14. Why Do Companies Choose to Work with an Issue/Cause?

15. Why? • Heightens visibility • Recruits/retains employees • Gives incentives for retailers, dealers and distributors • Differentiates product/service from competitors • Drives sales/consumer traffic Source: IEG,Inc.

16. Step 2:The Basics

17. Goal Setting • What do you want to accomplish? • What other outreach efforts are you engaged in? Can there be an intersection? • What resources do you need or have available to accomplish your goals? • How will you measure your success?

18. Benefits Inventory Types of Assets • “Things that you have” • People, brand, reputation, programs, events, special relationships, etc. • “Things that you do” • Expertise, skills, talents, etc. Benefits and Incentives You Can Offer a Business

19. Step 3:Knowing Your Audience

20. Demographics Age range Ethnic background Occupation Marital status Income range Psychographics Newspapers/magazines read Grocery/drug stores frequented Television shows/radio stations preferred Knowing Your Target Audience

21. Step 4: Targeting Businesses

22. Business Research Questions that are important to answer • What are the company’s products and/or services? Is it launching any new initiatives? • Who is its target audience? • Who are its competitors? • What current community causes/issues does it support? • What is the approval process and time frame for decision making? • Who is the right contact? • Does it have a foundation or other funding source for partnerships?

23. Business Homework Where can you find this information? • Annual reports • Company Web sites • Business publications, local paper business sections, business-oriented Web sites • Create a prospect list • Prioritize and target your best opportunities (i.e., “low-hanging fruit”)

24. Business Homework Recruitment Criteria • Tobacco or alcohol companies • Gun manufacturers • Unethical business practices NO

25. Creating a Target List • Create a prospect list • Three degrees of separation • Who do you know that knows someone? • Best person to start with depends on the company size—always seek a decision maker

26. Step 5:Preparing Your Approach

27. Preparing Your Approach Focus on External Audiences: • Customers • Vendors • Community-at-large Ideas • Consumer newsletter • Flier distribution • Point-of-purchase display • Web site promotion • Back-to-School outreach activities • On-site events • PSA placements • Funding opportunities

28. Preparing Your Approach Focus on Internal Audiences: • Employees • Board of directors • Members Ideas • Paycheck inserts • Posters and fliers • Employee newsletter • Employee Web site • Employee conferences/retreats

29. Preparing Your Pitch Core Points • Overview (who you are, what you want to do, why a business would be interested) • Covering Kids & Families messaging • Details and the “ask” • Benefits to business • Next steps

30. Preparing Your Pitch • Be concise • Tailor each to the company • Use local and/or relevant statistics • Be results-focused • Stress ease of implementation

31. Step 6:Making Contact

32. Making Contact Business Contacts • Colleagues, family and friends • Community relations department • Corporate relations department • Public relations department • Human resources department • Owner • General manager

33. Making Contact Remember - You’re selling an OPPORTUNITY • Calls • Practice your opening and voice mail message • Listen and breathe • Prepare—have notes in front of you • Meeting • Call in advance, be sensitive to time • Presentation/equipment • Ask questions/confirm what you know • Letters • Personalize • Short and relevant • Proactive

34. Step 7:Following Up

35. …Follow Up …Follow Up …Follow Up

36. They Said Yes! Now What? • Get it in writing • Make sure to create a letter of agreement or a letter of confirmation that outlines the agreed-upon activity • Service your partnership • Make sure the company knows who is servicing the relationship from your end • Ensure that the outlined benefits are met • Communicate and keep them up to date • Be proactive—don’t wait for them to call

37. They Said No! So What? When a company says “No”…. • Do not take it personally • Keep your contact information and thank them for their time • Consider inviting them to future outreach events

38. Step 8: Building Business Relationships

39. Building Business Relationships Relationship Building Tips • Thank your business partners (be creative!) • Keep in regular contact with them • Publicize your partnerships • Build a “deep company bench” • Solicit feedback • Further engage businesses in coalition activities • Recognize your partners year-round • Share results

40. Step 9:Celebrate Your Success!

41. Covering Kids & FamiliesNational Corporate Outreach

42. 2003 National Corporate Partners

43. H&R Block • National partnership during the 2004 tax season • Messaging on the Block Advantage financial advice form and on the H&R Block Web site • Outreach fliers distributed to H&R Block clients • Work locally with H&R Block office locations • To get involved: • Contact Tedd Warden at the National Communications Office by e-mail: tedd.warden@gmmb.com; or by telephone: (202) 338-7227

44. Block Advantage

45. Capital One Financial Corporation • Newest national Covering Kids & Families corporate partner (August 2003) • Culmination of two years of recruitment efforts • External existing customer outreach • Internal employee outreach

46. Customer Billing Statement

47. CVS/pharmacy: Print PSA

48. Don’t Forget…

49. Resources

50. Reminders • Keep your proposals/kits simple and to the point • Always ask for suggestions, new contacts • It’s OK if you don’t have all the answers • Remember that each business is unique • Building relationships takes time • Be creative and have fun!