Raising Money from Corporations Fundraising Webinar February 26, 2014 10:00 – 11:30 am Angela Barraza, CFRE

1. Raising Money from CorporationsFundraising WebinarFebruary 26, 201410:00 – 11:30 amAngela Barraza, CFRE

2. Agenda • Corporate Giving Overview • Popular Ways to Give • Other Ways Corporations “Give” • How To Make it Happen • Recognition • Questions

3. Corporate giving overview

4. 2012 Charitable Giving - $316.23 Billion Corporations6% Foundations15% Bequests7% Individuals72% Source: Giving USA Foundation™ / Giving USA 2013

5. 2012 Charitable Giving - $316.23 Billion = $19 Billion! Corporations6% Foundations15% Bequests7% Individuals72% Source: Giving USA Foundation™ / Giving USA 2013

6. What do YOU Want? • FUNDS! • FUNDS! • Volunteers • Expertise • Awareness • Advocacy

7. What do Corporate Donors Want? • Social impact • Customer loyalty • More/better business • Employee satisfaction • Opportunities

8. “Keep in mind that men and women don’t want to give money away. They want to invest in great causes, in bold and exciting dreams. They want to feel they’re helping change lives and save lives. It’s your job to help them understand their money can make that happen. - Jerold Panas

9. Challenges • CASA has broad and compelling appeal • Topic not “easy” to talk about • Not the same clients • Many companies serve broader area than local program boundaries

10. Two Pots of Money • Philanthropic vs. Marketing Dollars • Tax-Deductible Donation – restricted or unrestricted • Advertising Funds – generally unrestricted • Combination of both • Invoices

11. Size Does Matter

12. POPULAR WAYS TO GIVE

13. Unrestricted Donation • Small to mid-sized companies • Repeatable, annual support • Treat as individual donor(s) + recognition • Face-to-face ask • PROS – everything! • CONS – none

14. Programmatic Grant • Larger companies with specific corporate-giving department or corporate foundation • Formalized “ask” process • Set project, budget (restricted), reporting • Treat as any other foundation funding • PROS – typically open, public info • CONS – time commitment

15. Event Sponsorship • Exchange of money for specific recognition • Typically marketing/advertising • Think name recognition – who wants it? • Medical, Insurance, Financial, Services • PROS – good entry point, unrestricted $ • CONS– high cost and time involved

16. In-Kind Support • 20-30% of all corporate support • Documented discount on services or products • Donated/discounted goods or services • Wish List of Items • Fair-market value • PROS – decrease org/event expenses • CONS – not revenue

17. Matching Programs • Encourages employees to donate to their favorite causes by matching their contributions • 65% Fortune 500 offer matching gift programs • Some provide cash donations based on hours their employees volunteer • 40% offer volunteer grants, average $8-$15/hour • PROS – “free money” • CONS – reactive, hard to keep track of programs Source: www.DoubletheDonation.com

18. Companies with Matching Programs

19. Companies with Matching Programs

20. Other Ways Corporations “Give”

21. Volunteers • “Gift of time” • CASA’s • Board members • Volunteer Projects • Short-term • Fundraising • Events • Office help

22. Third-Party Events • Proceeds from participants, not company • CASA doesn’t run the event (time or money) • Want use of your logo and reputation • Need a formal, written agreement/approval • Careful not to appear as if you’re running it, especially if it involves raffle, events, merchandise, etc.

23. Cause-Related Marketing • Proceeds from consumers, not company • Your logo on something (product placement for a cause) • Large, national brands • Careful on possible taxation of proceeds • Need formal, written agreement

24. Workplace Giving Campaigns • Proceeds from participants, not company (unless matched) • Vehicle for employees to give through their paychecks • Various Kinds • Independently-run (for matching purposes) • United Ways (designations) • Federated Campaign (SECC / CFC)

25. HOW TO MAKE IT HAPPEN

26. Some Basic Principles of Fundraising • People give to people • Giving flows through involvement • Enthusiasm and honesty inspire giving • Personalization of an “ask” increases the likelihood and size of a gift • Communication with donors is CRITICAL!

27. The IDEAL Donor-Centered Fundraising Cycle • Identification & Discovery • Cultivation • Solicitation Stewardship = Meaningful Communication

28. Identify – Who are our Prospects? • Prospects vs. Current Donors • Board, Staff, CASA’s, current donors • Events • Speaking engagements • Always keep your radar antenna up • Who is giving to your peer institutions? NEXT STEP… Preparation

29. Preparation – Do Your Research • Company Website • Local Newspapers • Local Business Journal • Foundation Directory Online • GuideStar • Chronicle of Philanthropy “How America’s Biggest Companies Give”

30. Preparation – Scope Out the Prospects • Alignment is KEY! • Closer to home, the better your chances • Do we fit in their defined giving priorities? • If no set priorities, … • Core values? Mission? • Who are they giving to in the past? • Overlapping interests or activities? NEXT STEP… Discovery

31. Discovery Visit • Connect, connect, connect • Face-to-face meeting • Share about Program • Ask Questions and Listen • Match? • Schedule Follow-up NEXT STEP… Cultivation

32. Cultivation Process • Advances prospects and donors from: • Goal of process is to achieve a genuine relationship • Investment can grow over time

33. Cultivation – How to Connect/Engage • Tour CASA office or volunteer training • Coffee at the Courthouse • Email / social media • Host a coffee/lunch/meeting • Invite a friend to a CASA event • Ask professional advice NEXT STEP… Solicitation

34. Solicitation – “The Ask” • If a formal process, apply! • If informal, get face-to-face • Staff + Volunteer combo • Make a pitch for investment • Show clear benefits (social + recognition) • Follow-up NEXT STEP… Stewardship

35. Pieces of the Stewardship Puzzle Articles Volunteer Facility Tour Ask Advice PersonalMeeting/Call Photo / Success Story VIP Friends Briefings Recognition Announcement VIP Gathering

36. Recognition

37. Event Recognition – Sponsor Benefits • Exclusivity (Tier or Field) • Participation – Free attendees/tickets/entrances • Pre-Event – promotional materials, press release • Day of Event – Signage, program, AV • During Event – “shout out” or speaking role • Branded items – goodie bags, favors

38. Non-Event Recognition • Newsletters • Supporter Listings • Email Blasts • Social media • Website • Annual Report • In-person

39. Be Careful of Legalities • Permission of using your logo/name/reputation • Making endorsing statements • Giving TOO much in return (“quid pro quo”) • Estimating value of goods/services • Conflict of interests • Seek professional counsel (legal, tax, etc.)

40. Moving Forward • Stewardship • Business leaders know each other • ALL about relationships – examine your existing network • Develop prospect list and prioritize • Assign a well-respected business board member to help lead effort

41. Questions?

42. Thank You! Angela Barraza, CFRE Capital IDEA abarraza@capitalidea.org 512-485-9335