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> Integrating Corporate Campaigns and Individual Giving

> Integrating Corporate Campaigns and Individual Giving. 2. > Learning Objectives. > How to leverage corporate partnerships to strengthen or build an individual giving program > How to use technology and other social media to connect cause marketing campaigns to individual donors

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> Integrating Corporate Campaigns and Individual Giving

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  1. > Integrating Corporate Campaigns and Individual Giving

  2. 2 > LearningObjectives > How to leverage corporate partnerships to strengthen or build an individual giving program > How to use technology and other social media to connect cause marketing campaigns to individual donors > How to extend an employee giving program to include customers and business partners

  3. 3 > Overview & Agenda > Corporate Partnerships Trends & Shifts > Individual Giving Trends & Challenges > Leveraging Corporate Resources for Individual Giving > Customer Donations > Employee Giving > Loyalty Programs > A Case Study: Reading Is Fundamental

  4. 4 • > Corporate Partnership Industry Shifts

  5. 5 > Sponsor Shifts EVENT MARKETING CAUSE MARKETING PHILANTHROPIC MARKETING

  6. 6 > Consumer/Employee Shifts EVENT PARTICIPATION VOLUNTEERISM FUNDRAISING/ACTIVISTS

  7. 7 > Evolution to Mission-Driven Partnerships SPONSORSHIP: An investment in exchange for marketing & promotional benefits CAUSE MARKETING: Promotion of product/service sales tied to a donation PHILANTHROPIC GRANTS/DONATIONS: Donation without the expectation of promotional benefits CONSUMER/EMPLOYEE ENGAGEMENT: Enlisting constituents in volunteer, advocacy or fundraising activities IN-KIND: Budget-relieving or meaningful products, services, technology, loaned executives, fundraising vehicles, etc.

  8. 8 > Evolution to Mission-Driven Partnerships VENTURE PHILANTHROPY: Companies enlisting professionals to provide business solutions to nonprofit partners STRATEGIC PHILANTHROPY/PHILANTHROPIC MARKETING: Focused philanthropic investments and marketing affiliations MISSION-DRIVEN PARTNERSHIPS: Embrace shared values, mission-driving, consumer-engaging, citizenship-building activities

  9. 9 • DEEPER RELATIONSHIPS WITH COMPANIES MEANSMORE OPPORTUNITIES FOR DONOR CULTIVATION

  10. 10 • > Corporate Partnership Industry Trends

  11. 11 > Collaboration Across Sectors NEARLY 9 IN 10 AMERICANSSAID IT IS IMPORTANT THAT BUSINESS, GOVERNMENT AND NONPROFITS COLLABORATE TO SOLVE PRESSING SOCIAL AND ENVIRONMENTAL ISSUES. 2008 Cone Cause Evolution Study

  12. 12 > Consumer Expectations Grow AMERICANS AGREE THAT NONPROFITS SHOULD LEVERAGE A VARIETY OF CORPORATE RESOURCES TO SUPPORT THEIR CAUSES 75% EMPLOYEE VOLUNTEERISM 67% MARKETING & ADVERTISING SUPPORT 67% CASH & PRODUCT DONATIONS 60% INFORMATION ABOUT THE CHARITY ON THE COMPANY’S PRODUCT/PACKAGING 58% % OF PRODUCT’S SALES TO SUPPORT CAUSE Cone Corporate Citizenship Study 2004

  13. 13 >Consumer Involvement “WHAT IS THE MOST IMPORTANT BENEFIT TO YOU FOR GIVING TO A CHARITY OR PARTICIPATING IN A CAUSE RELATED EVENT?” 79.6% Feeling good about myself for helping a worthy cause 12.9% Meeting new people and networking 4% Having friends/family see me in a more positive light 3.6% Getting a tax write-off 2007 PRWeek / Barkley Public Relations Cause Survey

  14. 14 > Leverage Assets & Resources CONSIDER WHEN/HOW YOUR DONOR INTERACTS WITH YOUR CORPORATE PARTNER: POINT OF SALE/REGISTER LOYALTY PROGRAMS EMAIL/NEWSLETTER WEBSITE/SOCIAL MEDIA PROMOTIONS MEDIA/ADVERTISING

  15. 15 • > Individual Giving Trends

  16. 16 > 2008 charitable giving Total = $307.65 billion ($ in billions) Corporations$14.505% Individuals$229.28 75% Foundations$41.21 13% Bequests$22.66 7%

  17. 17 > 2008 Donor Pyramid LEGACIES Source: Tony Elischer, 2008 PLEDGE MAJOR HIGH VALUE MIDDLE DONORS COMMITTED DONORS REGULAR DONORS : MEMBERS TRYDONORS : CAMPAIGNERS : ADVOCATES ENQUIRERS & RESPONDERS INCIDENTAL DONORS PUBLIC = SUSPECTS

  18. 18 > Donor Acquisition Costs > CAPITAL CAMPAIGN/MAJOR GIFTS: $0.05 TO $0.10 > CORPORATIONS AND FOUNDATIONS: $0.20 > DIRECT MAIL RENEWAL: $0.20 > PLANNED GIVING: $0.25 > BENEFIT/SPECIAL EVENTS: $0.50 OF GROSS PROCEEDS > DIRECT MAIL ACQUISITION: $1.00 TO $1.25 > NATIONAL AVERAGE: $ 0.20 Source: James Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process.

  19. 19 >Overall Giving > TOTAL CONTRIBUTIONS FELL BY A MEDIAN OF 3.3 PERCENT IN 2008 > BETWEEN 2004-2008, THE ABILITY OF CHARITIES IN THE SURVEY TO RECRUIT NEW DONORS DECLINED BY A MEDIAN 16.7 PERCENT > TOTAL NUMBER OF DONORS REPORTED BY THE ORGANIZATIONS DROPPED BY A MEDIAN 5.2 PERCENT Source: Target Analytics

  20. 20 > Online Giving > ONLINE FUNDRAISING GREW IN 2008 THANKS TO AN INCREASE IN THE NUMBER OF GIFTS > BUT THE AVERAGE GIFT SIZE AMONG ALL ORGANIZATIONS DECREASED $15 FROM 2007 Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network

  21. 21 > Online Giving > INCREASE IN THE NUMBER OF GIFTS HELPED OFFSET REVENUE LOST FROM A DECLINE IN AVERAGE GIFTS > AVERAGE GIFT SIZE ACROSS ALL PARTICIPATING ORGANIZATIONS WAS $71, DOWN $15 FROM THE PREVIOUS YEAR > ONLINE INCREASED BY ONLY 26 PERCENT Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network

  22. 22 > Online Giving > THIS DECLINE WAS MOST PRONOUNCED IN THE FOURTH QUARTER OF 2008. > THE NUMBER OF ONLINE GIFTS INCREASED BY 43 PERCENT FROM 2007. Source: May 19, 2009 The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network

  23. 23 • > Integrated Example #1: • Fundraising Through Consumers

  24. 24 > Consumers Raise Big Dollars Through Athletic Events FUNDS RAISED THROUGH “ATHONS”$1.75B7.5% GROWTH Source: Run Walk Fundraising Council 2008

  25. 25 > Individual Giving via Corporate Sponsored A-Thons > 3 million participants in more than 4,000 locations > $306 million raised annually > Highly local, grassroots events engage survivors, caregivers, volunteers > 7 million participants in more than 1,000 locations > $91 million raised annually > Engages 20,000 company teams

  26. 26 > Raising Funds From the Generosity of Employees & Consumers > Raised $300M Since 1998 > Sell Miracle Balloons in Wal-Mart and SAM’S CLUB stores > 100% money raised by each store/club given to CMN hospitals in Wal-Mart/SAM’S communities > Engaged employees are the key to fundraising success

  27. 27 > Macy’s “Thanks For Sharing” Campaign MACY’S ANNUAL CONSUMER DONATION PROGRAM DRIVES SHOPPING & DONATIONS TO CAUSES NATIONWIDE > Program estimated to contribute $10.8 million to designated charities in 2007, a new record > Macy’s shoppers invited to enroll in Thanks for Sharing for one-time $25 charge to their Macy’s Card > Customers then earn 10% rewards on all Macy’s Card purchases fourth quarter each year and rewards provides as gift cards sent to participants the following spring

  28. 28 > Macy’s & Reading Is Fundamental BOOK A BRIGHTER FUTURE: CONSUMERS WHO DONATED $3 TO THE CAMPAIGN RECEIVED A SAVINGS PASS FOR $10 OFF THEIR NEXT PURCHASE > $1 of every $3 supports a local RIF program in the state where the money was raised > $1 of every $3 supports the Multicultural Literacy Campaign > $1 of every $3 helps RIF provide reading resources to children nationwide

  29. 29 > Fundraising with Sports Fans GILLETTE PROSTATE CANCER “HOME RUN” CHALLENGE > Fans pledge money to the Prostate Cancer Foundation at prostatecancerfoundation.org for each home run hit in 60 selected games > MLB players, officials wear blue ribbons, blue wristbands, blue ribbon temporary tattoos and blue eye glare to raise awareness > Game used bases, home plates and dugout lineup cards with blue ribbon logos auctioned later to raise additional funds > $27.5 million generated to date

  30. 30 > Text-to-Give CampaignsNonprofits Value “Armchair Activism” EXTENDING THE RED KETTLE CAMPAIGN: Text "TSA" — which stands for "The Salvation Army" — to 90999 and a $5 donation will be added to your phone bill END POLIO NOW CAMPAIGN: Donate $5. Text POLIO to 90999.

  31. 31 • > Integrated Example #2: • Fundraising Through Employee Engagement

  32. 32 > Nestlé USA > Averages approximately $200,000 per year. Half is employee giving, half is a corporate match > The funds are used to provide RIF Books for Ownership for schools where Nestle employees live and volunteer

  33. 33 > Nestlé USA > RIF is the 2nd largest program to receive employee contributions after the Nestle Adopt-A-School Foundation > Program has grown from supporting 36 schools in the late 90's to more than 55 in 2009, with continued expansion expected

  34. 34 • > Case Study: • Reading is Fundamental

  35. 35 > RIF & US Airways 2009 Campaign

  36. 36 > Fly with US. Read with Kids® • PRELAUNCH • 6 donors, 4 new to RIF • $485 raised • LAUNCH DAY • 8 donors, 6 new to RIF • $600 raised • DAY 2 – DIVIDEND MILES EMAIL SENT • 272 donors, all new to RIF • $23,490 raised • TOTAL RAISED • $92,000! • 1018 donations • 1000 new to RIF • Average Gift: $90

  37. 37 • > How Did We Get There?

  38. 38 > Kaplan Employee Giving & Facebook Support EMPLOYEE GIVING CAMPAIGN > First campaign of it’s kind for Kaplan Test Prep & Admissions > 20 donations, all new donors to RIF. SOCIAL NETWORKING CAMPAIGN > Facebook application to drive traffic to RIF’s Facebook page

  39. 39 > 2008 Read with Kids Challenge: Results

  40. 40 > 2009 Campaign: Read with Kids Challenge

  41. 41 > 2009 Campaign: Read with Kids Challenge > Supplemental grants to RIF programs in 7 cities > 2009 Read with Kids Challenge > Promotion in US Airways magazines and on US Airways.com > Custom Maisy book and Dividend Miles for supporting RIF > Club lounge libraries and promotional materials

  42. 42 > Support RIF – Get a Maisy book & Dividend Miles!

  43. 43 > US Airways Communications to Dividend Miles Members > Solo email to all 6.9 million Dividend Miles members > eStatement Dividend Miles News promo > eSaver Dividend Miles offer > US Airways inflight magazine > Web banners on USAirways.com > Landing page > Confirmation Page > Dividend Miles homepage

  44. 44 • > A Few Final Thoughts & Ideas

  45. 45 • > QuestionsThank YOU!

  46. 46 • Lynn M. Croneberger, CFRE • Vice President of Development • Reading Is Fundamental, Inc. • 1825 Connecticut Ave., NW, Ste. 400 • Washington, DC  20009 • (202) 536-3430 • LCroneberger@rif.org • Laura Goodman • Social Capital Partnerships • Strategist & Practice Leader, Partnership Sales • (202) 503-7396 lgoodman@socialcapitalpartnerships.com • www.socialcapitalpartnerships.com

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