on corporate fundraising or how to climb a mountain from different sides

Transcription

1 MSF UNICEF g on corporate fundraising or how to climb a mountain from different sides

2 150 years celebration of first climb to Matterhorn, Switzerland Analogy of mountain as a goal: securing a corporate partnership A mountain can be attacked from different sides, as different as our corporate fundraising philosophies (MSF vs. UNICEF) Step by step Objective Q: Could we have a raise of hands: who is a Corp Fr? Who of you have been working in Corp FR for less that 1 year, less than 3, less than 5, less than 10, more than 10? Don t worry! We have prepared this session for both new and experts. We are going to climb a mountain from different sides. Rafa has his. Joana, hers. We hope you will find your side of the mountain using your best tools We aim to show you how you can leverage the strengths of your organization and put the mission at the heart of your corporate fundraising. This will make you MOST effective.

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5 Donor cycle Evaluation Activation Stewardship

6 Donor cycle Q: Who is familiar with the donor cycle? Who of you has it in mind when doing Corp FR? There are different ways to slit the process. One basic difference is the new business (acquisition of new partners) and the account management (for current corporate donors). We are going to use the donor cycle steps to structure this session and going up the mountain together. Participation is encouraged / Questions will be asked Let s start climbing!!!

7 OBJECTIVE

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9 PROSPECTING

10 Prospecting Prospect research is a technique through which fundraisers identify and gather relevant information about potential donors. Prospecting is about the WHO. It is about identifying the best corporate match for your organization. For us, it is all about the mission. Your mission must drive your selection of prospects, following certain criteria. Proper prospecting will determine not only successful acquisition, but also sustainable & highly profitable corporate partnerships. Time spent in good prospecting is the best time spent! Other: MSF mission UNICEF mission

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12 UNICEF Exclusionary Criteria: 1. Tobacco 2. Alcohol 3. Weapons and core weapons components** 4. Gambling 5. Pornography 6. Breast milk substitutes (and baby food) manufacturers violating the BMS Code according to UNICEF standards 7. Serious and repeated Human Rights, Labour rights and Governance violations* 8. Major and systemic environmental abuse* 9. Violating UN Sanctions and SC Resolutions*

13 Your climb: prospecting 1. The mission: policy towards private sector? Exclusionary criteria for engagement? 2. Risk management Are there any sectors / specific companies that pose a risk to your reputation? 3. Greatest opportunities? Preferred industries liking the mission?

14 CULTIVATION

15 Cultivation Cultivation consists of all the relationshipbuilding steps that lead to donorship. This process continues as part of a stewardship program once gifts are made. Through cultivation, you learn more about donors and they learn more about you.

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23 Your climb: cultivation 1. Does your organization have a strong network? BoD, donors, current partners 2. Do you have other assets for outreach? Celebrity supporters, strong brand, big event 3. How do you systematically seduce your potential corporate donor? Field trips, emotional videos, strong case for support

24 SOLICITATION

25 Solicitation Solicitation is the moment of asking a corporation for a contribution of money, resources or services. It is also the process of requesting or acquiring such a contribution, the moment in which a concrete proposal is submitted to the prospective partner. It is probably the most crucial moment in FR. Making the ask for the right amount is critical in ensuring a profitable partnership. Pricing is, therefore, very important.

26 Case study Emergency Fundraising: Ebola. UNICEF bigger budget than MSF (507Mill vs 110Mill ). MSF reached its funding needs. Emergency Fundraising Mechanism (EFM) to avoid overfunding. Activated only in case of CNN emergencies.

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29 Your climb: solicitation 1. What are the basis of your case for support? Philanthropy? Shared value? 2. How do you price? Cost? Value?

30 ACTIVATION

31 Activation Activating a corporate partnership starts most of the times by signing the agreement between both parties. It means that the implementation of the activities and actions agreed during negotiations will be put in place. How do you ensure you live up to your promises? Activation is about allocating the right resources to ensure commitments in the agreement are fulfilled.

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34 Your climb: activation 1. What does it take for you to deliver the commitments set? Programme progress Fundraising, marketing and comms activities 2. Do you have resources? Money People

35 STEWARDSHIP

36 Stewardship A process whereby an organization seeks to be worthy of continued philanthropic support, including the acknowledgment of gifts, donor recognition, the honoring of donor intent, prudent investment of gifts, accountability, and the effective and efficient use of funds to further the mission of the organization.

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38 Your climb: stewardship 1. What assets can you make available for recognition? Space in webpage, newsletters, special events, reports, media coverage. Field trips 2. Do you have the necessary organizational support? Mapping

39 EVALUATION

40 Evaluation A positive evaluation leads to renewal. Renewal leads to higher efficiency due to familiarity, learnings and less efforts in communication to partners stakeholders. Evaluation is about reviewing KPIs, adapting them for the new cycle and prepare for submitting a new proposal.

41 Strategic goals: KPIs 1: Commercial goals: Quantitative financial goals % product sales push (Specific markets; Specific channels; Specific product lines) % of market share increase In kind donation (products or services) 2: Advocacy Goals: Event and media coverage goals. Partner and organization having acting role in external platform Specialized or general media coverage Partnership issue featured in special report 3: Programmatic and CSR Goals: Intellectual property or business practices goals In kind contribution to programme with expertise or IP Changing own practices for positive impact 4: Brand building goals: Benchmarking is essential Target of customers engaged in social media activity Brand drivers/values improved Brand awareness increase 5: Employee engagement Quantitative participation goals % of employees participated in activity Financial target per market on Employee Fr Number of employees participating in skill-based volunteering

42 Your climb: Evaluation 1. What systems you have in place to ensure renewal? KPIs: Brand / commercial, employee engagement 2. How do you report on programmatic results Reports, technical, narrative, props, visuals, videos

43 Your side Your tools Your climb Your mission!

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45 Thank You!