This is a presentation for our PINs workshop on sponsorship and fundraising with David Lovelock from D L & Associates

1. PART 1:
Employer Engagement
Maximizing “Money & Mind-Share”
David Lovelock
Not to be reprinted or used without written permission from DL & Associates
employerengager@gmail.com
647.961.4166

2. Goal Today :
• Learn about Employer Engagement & Generating Corporate
Sponsors and its value to your organization
• Tips on how to reach and engage employers
• Consider how to overcome barriers preventing you from engaging
employers & sponsors
• Group exercises
Not to be reprinted or used without written permission from DL & Associates
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3. Where are your eggs ?
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4. Where are your eggs now ?
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5. Are you keeping the plates spinning?
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6. Keeping the plates spinning:
Technology
– database admin /social media
Clients
Staff
Funders
Volunteers
Alumnus
$
Board
Employers
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7. You’re not alone out there!
In Canada alone there are 85,432 registered charities competing for the
donor dollar:
•
•
•
•
•
18,358 welfare
5,782 health
13,831 education
33,262 religion
14,199 benefits to the community and other
* Source : Charities Directorate of the Canada Revenue Agency, 2011
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8. Watch for these signs!
Employers/Funders
$
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Clients / Members
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9. Crisis…What crisis?
“You never want a serious crisis to go to waste.”
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10. Crisis…What crisis?
“You never want a serious crisis to go to waste. And what I
mean by that is it’s an opportunity to do things that you think
you could not do before”
- Rahm Emanuel, Pres. Obama’s Former Chief of Staff & Chicago Mayor
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11. What time is it ?
“It's 11:00 o’clock…
Do you know where your children are ?”
“It's the 11th hour…
Do you know where your employers are ?”
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12. Employer Engagement (EE): What is it ?
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13. Key Premise #1 :
“Fundraising is not an event, it is a process”
Edgar D. Powell
“Employer Engagement is not an event, it is a process”
(David)
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14. Effective EE = a plan, a process and pleasant persistence
80% of sales happen on the 5th customer call *
* According to Sales & Marketing Executives Club of Los Angeles
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15. Effective EE = a plan, a process and pleasant persistence
90% of all salespeople stop trying to make a sale before the 5th
customer call. **
% Who Quit
12%
6%
10%
24%
48%
** Data from the Dartnell Corporation
Not to be reprinted or used without written permission from DL & Associates
After 1st Call
After 2nd Call
After 3rd Call
After 4th Call
After 5th Call
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16. Key Premise # 2 :
“It’s about the economy, stupid”
(Bill Clinton)
“It’s about the relationship, silly”
(David)
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17. It’s about the relationship, silly
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18. Master the basics of relationship-building
AIDA
•
•
•
•
led me to Cecilia !
Awareness
Interest
Desire
Action
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19. Authentically engage
“What you do must reflect and serve the community
in some way.
For the community (employer)* to have an interest in having a
donor or volunteer relationship with you, your organization
must provide programs and services that authentically engage
and serve its need.”
- Ratna Omidvar - Pres. Maytree Foundation
* inserted by me
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20. The origins of authentic engagement – story-telling
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21. Now it’s your turn to engage us !
As groups, select :
- 1 Scribe
- 1 Table Host
1. Share your own client success story that demonstrates
value (help) you brought to a relationship with a client that
does NOT involve $$$ (5 min)
2. As a group, choose one story. Include a situation, your
action and the results (5 min)
3. Engage us with the story (3 min)
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22. Cost of engagement … advertising.
"Half the money I spend on advertising is wasted;
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23. Cost of engagement … advertising.
"Half the money I spend on advertising is wasted;
the trouble is I don't know which half.“
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24. D@W Corporate Service Guide
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25. D@W Corporate Service Guide
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26. Member/Employer Experience
Member
Intake
Brand
Service Delivery
Your Org’n
Your People
Programs
& Services
Feedback loop
Not to be reprinted or used without written permission from DL & Associates
Jobs
JD Support
Job Postings
Output
Employed

27. Your Member Intake
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•
Where do your members come from (referrals, agencies, employers,
associations, conferences, social media (website, LinkedIn, Facebook , Twitter,
etc.) ? How far do they travel to come to you?
Who are they (demographics)? Trends and shifts in age, gender, ethno-culture,
client category?
Why do members come to your organization?
Review all member user surveys results
Qualitative focus group of member users and non-users to determine what they
like/ dislike, usage
Quantitative survey of members to determine likes dislikes, use or non-use
Why do members leave? (Lapsed member surveys)
What will bring them back or earn their praise?
Member
Intake
Brand
Your Org’n
Service Delivery
Your People
Programs
& Services
Feedback loop
Not to be reprinted or used without written permission from DL & Associates
Jobs
JD Support
Job Postings
Output
Employed

28. Your Brand “sweet spot”
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29. Your Brand
•
•
•
•
How is your brand perceived in the marketplace, by members (and
potential members), funders, employers, immigrant agencies, colleges,
universities and other associations?
How/where is the your brand promoted? Points of promo. contact with
potential members& employers?
How to leverage your brand to generate new and satisfied members?
Is there a need to resolve any “brand confusion” between you vs. other
organizations?
Member
Intake
Brand
Your Org’n
Service Delivery
Your People
Programs
& Services
Feedback loop
Not to be reprinted or used without written permission from DL & Associates
Jobs
JD Support
Job Postings
Output
Employed

30. Employer Engagement: So, what’s in it for employers?
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•
•
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Access/exposure to your members (potential customers)
Public association with your brand in the community & marketplace
Cost avoidance on acquiring talent = No head hunter/ recruitment fees
& hiring and training subsidies.
Brand awareness - Sponsorship opportunities and web banner ads to
raise corporate profile
Volunteer opportunities - (i.e. mentor, job shadow, speaking opps at
info-session, networking, mock interviews)
Fulfill their …
Member
Intake
Brand
Your Org’n
Service Delivery
Your People
Programs
& Services
Feedback loop
Not to be reprinted or used without written permission from DL & Associates
Jobs
JD Support
Job Postings
Output
Employed

31. CSR
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32. Employers don’t give to you, they give through you
They give through your organization to:
•
•
•
•
•
fix a problem they (or their customers) worry about;
sustain or expand a solution they believe in;
get into more of what they’re interested in;
feel like they’ve made a difference;
provide their employees with volunteer opps.
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33. What motivates people to give?
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34. What motivates people to give?
•
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They’re already involved
Common shared values
Guilt
Peer recognition
Join others
Improve community
Concern for others
Habit
Tax benefits
Respect for the person asking
Someone ASKED
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35. Engagement Tools for $$$
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Sponsorship (event, program)
Ticket sales
Silent auctions
Direct mail solicitation
Online donation (links -website & emails)
Corporate/Foundation CFPs
Naming rights
Partnership ventures
Fee-based services (from training to bake sales)
Mobile Giving
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36. Sharing experiences…
• "None of us is smarter than all of us."
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37. Now, it’s your turn to share an employer engagement
success involving MONEY…
As a group :
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•
•
•
•
S – Situation
C – Cash
A – Action
R – Results
E – Eureka! (Aha!) Moment
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38. AIDA & The Donor Cultivation Cycle
1. AWARENESS
Initial Contact
(Suspect)
2. INTEREST
Interest Meeting
(Suspect)
5. Thank,
Recognize &
Steward
(Client)
3. DESIRE
Tour/Visit
Non-Ask
(Prospect)
4. ACTION
Ask Meeting
(Qualified Prospect)
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39. Advice for approaching employers
1. Align with their business strategy
2. Align with their philanthropic strategy
3. Define what “success” is and demonstrate outcomes
4. Steward your relationship
5. Continue to ask
6. Refresh your case for support
7. Don’t forget the basics (Cultivation Cycle)
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40. Events as employer engagement
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41. How big an event ? (How long is a piece of string ?)
Sample Gala Revenue & Expenses
Target Attendance = 300 attendees
REVENUES
Estimated
Sponsorships Fee (8 @$10k each)
Donations
$80,000
$2,000
Ticket Sales (10 Corporate Tables(100ppl) @ $1000 per,
Individuals and Alumni (200ppl) @ $100 per.
$30,000
Silent Auction
Raffle tickets 150 ppl x $10
Advertising in TCF Gala Brochure
$4,000
$1,500
$5,000
$122,500
Total Revenue
EXPENSES
Estimated
AV Event Production
Venue
Food & Beverage (300ppl @$40)
Advertising & Promotion
Trophies Engraving
Trophies
Photography @ Pre and At-Event and photo printing
$15,000
$18,000
$12,000
$8,000
$300
$3,000
$400
Printing & Design Program Brochure
Program Materials, Nominations, flyers, Invitation
pamphlet, posters and signs
Promotional Material for Gala : Menus, Corporate Logos
Card, Program & Service Pamphlet
$6,000
$1,800
Podiums signs and vinyl signs for future Gala
Flowers for tables
Photocopying
Postage
Courier Expense
Volunteer Recognition
Meeting Costs ( i.e. catering for all Selection Team
meetings)
Travel & Parking & Truck/Car Rental for Gala
Stewardship & Plaques for Sponsors
Contingency Costs & Misc.
$250
$400
$100
$500
$200
$300
$1,200
$5,000
$700
$300
$2,000
$75,450
Total Gala Expenses
Net Revenue
$
47,050
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42. Top 10 To Do’s
1. “Know thyself” and sell the value you bring to your niche
2. Make everyone in your org’n an ambassador
3. Centralize and clean your donor/employer data
4. Identify & engage your Pareto Partners (20 % of your donors make
up 80% of your donations)
5. Build your social media presence and be mobile-device friendly
(but don't neglect your print collateral and other multi-channel ads)
6. Engage your Board for buy in, active participation, link to employer
7. Thank your donors and receipt them promptly
8. Keep your staff/partners informed about fundraising (what $ was
raised, what will be done with it, stewardship report for sponsors)
9. Do the metrics - net surplus, scalable, future learning's
10. Celebrate your victories
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43. Top 10 Ways to Campaign Failure
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44. Top 10 Ways to Campaign Failure
1. Tell your sponsor/donors you love them, and if anything changes (or you need
more $), you’ll get back to them
2. Who cares what you did wrong? Get over it and move on!
3. No stewardship reports for sponsors/donors
4. No need for progress reports. We’ll let you know when we hit the target
5. Don’t be SMART with your FR campaign
6. No need to train, thank or reward your volunteers
7. Stop praising your fundraisers – that’s their job!
8. Forget the pre and post party – an email will do.
9. Don’t rely on your board to make a donation or get involved
10. Lead from behind – don’t make yourself visible to staff or stakeholders
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45. Looking for employers to engage
1.
Inner Circle
2.
Middle Circle - contacts who know your
friends and business partners
3.
3
2
Outer Circle
1
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- immediate friends and
close business partners
- contacts who you have no
connection with or through
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46. Looking for employers to engage
3
1
* www.NonprofitSocialNetworkSurvey.com
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47. Tapping your LinkedIn pipeline
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48. Now, it’s your turn …
• What do you think prevents you from
reaching out and engaging employers?
• How can you engage employers?
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49. A few employer engagement tips…
ASK them to participate in mock interviews
INVITE them to selection teams
REQUEST them to speak at info sessions
RECRUIT them to advisory committees
POLL them via opinion / feedback surveys
SOLICIT their advice
THANK them in person, in e-newsletter, external pubs, on your website
WRITE a news articles with a quote from the employer
INVITE them to breakfast sessions
ACKNOWLEDGE a personal special occasion
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50. A few employer engagement tips…
SEND them relevant industry info articles
PROVIDE them a tour of your agency
INVITE them to a networking event
ASK them to be a mentor
NOMINATE them for an award
REQUEST a reference or letter of support to a proposal
INTRODUCE them to a star job candidate
PARTNER with them in a trade show
OFFER onsite cultural competency training
INVITE them to client class /graduation relevant to them
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51. Q: How often should you try to engage an employer?
A: As often as you can, as long as:
• you are adding value to the relationship;
• you make them feel appreciated and included.
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52. To sum up: Employer Engagement (EE)
• Determine your core competencies and develop / leverage
capabilities
• Develop new EE programs and services
• Leverage alumni & volunteer support
• Integrate EE offering into all levels of your agency
• Measure/showcase success to sustain the relationships
• Treat your employers like members because…
• “It’s about the relationship, silly”
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53. PART 2:
Corporate Sponsorship
Shining a public spotlight on your cause
David Lovelock
Not to be reprinted or used without written permission from DL & Associates
employerengager@gmail.com
647.961.4166

54. Goal Today :
• Learn about sponsor engagement & its value to your org’n.
• Tips on how to reach and engage sponsors
• Do’s and Don'ts (sidestepping the pitfalls)
• Group exercises
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55. Goal Today :
• Treat events as a series or process, not just one-off events
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56. Fill in the blanks:
Our corporate-sponsored event ?
It was TERRI_ _ _ (you fill in the blanks!)
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57. Does your Board support your sponsored event?
• 100 % buy in from Board is critical
• Treat Board as source of intros, not income ($)
• Invite to Non-ask events
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58. Master the basics of sponsorship-building
• Awareness
• Interest
• Desire
• Action
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59. Case for Support : what does your org’n stand for ?
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60. Getting back to basics – the 5 Ws (…and 2 Hs)!
1. What ?
2. Who ?
3. Why ?
4. Where ?
5. When ?
6. (How / How much) ?
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61. So, why do an event?
• Spotlight your cause
• Celebrate members’ success
• Generate revenue
• Publically thank supporters /sponsors
• Attract new sponsors
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62. The Anatomy of an Event
• Pre – Event
• At - Event
• Post - Event
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63. The upside of asking
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64. The upside of events
• Good source of unrestricted/restricted money
• Raises community/corporate awareness of your agency
• Creates champions of leaders/volunteers that love the event
• Creates / strengthens partnerships with sponsors
• Gives board members and volunteers chance to get involved
• Great for staff team-building
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65. The downside of asking
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66. The downside of events
• Consume massive amounts of time
• Difficult to find honorees / award recipients each year
• Committee members volunteers who don’t follow
through
• Keeping the event “new” without “event fatigue”
• Filling the room
• Finding/keeping sponsors
• Raising more money year after year
• Tripping over other non-profits when it is “event season”;
worry donors will have to choose
• Rising costs to do the event
• Sleepless nights and long weekends
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67. Before you venture down the Event Path, are you ready ?
• Entrepreneurial culture
• Flexible
• Confident
• Understand sponsorship
• Know their target market
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68. Before you venture down the Event Path, are you ready ?
• Engagement outreach
• Connected to the corporate world
• Collateral
• Guidelines
• Realistic about time
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69. Pre-Event – got an idea ?
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70. Pre-Event Goal: Choose the right type of event:
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Gala / Dance
Formal or informal meals
Food & Wine Tasting
Car Wash
Art Fair
Karaoke
Carnival
Tournament / Contest (Poker, Chili, etc.)
Sport Spectate: local team event: football, baseball, basketball, hockey
Sport Participate: golf tournament, celebrity basketball game
Performing Arts, Music, Comedy Show
Milestone Event or Anniversary
Holiday Social, Thanksgiving, Back to School
A “Like” Event - a free online educational
event on Facebook
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71. Let’s build an event!
AppleCore Agency
Mission statement:
“When life hands you an apple, make applesauce”,
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72. It starts with a seed…
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73. … and roots
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74. Cash is not a four-lettered word
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75. Pre-Event – Let’s sell apples !
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76. It takes a whole village to raise a “tree”?
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77. Pre-Event : Planning the Event
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78. Pre-Event: Speakers (Keynote and Emcee)
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79. Pre-Event: Attracting Attendees
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80. Get Visual !
• Humans are visual first, verbal second
• Our decisions and actions are based
on emotional reactions than rational thought
• Visuals are the most effective comm’ns vehicles for
evoking emotions and getting people to take action
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81. Get Visual
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82. How to reach them
• Online - Your/ sponsor’s website, YouTube, FB, Twitter,
LinkedIn, Flickr, Instagram
• Phone – targeted script to audience
• E-mail and printed collateral , enewsletters
• Paid advertising – print, outdoor, television, radio, magazine
• Traditional public relations, press releases
• Advertorials
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83. Create a “no-pest” fly zone around your event!
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84. Who do companies sponsor events ?
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85. WIIFM?
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86. Steps to securing Sponsors
• Step 1 - Create a “team sport”
• Step 2 - Do your homework
• Step 3 - Are sponsor benefits appealing ?
• Step 4 - Pitch and follow-up
• Step 5 - Cultivate and steward
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87. How to reach them
• Online - Your/ sponsor’s website, YouTube, FB, Twitter,
LinkedIn, Flickr
• Phone – targeted script to audience
• E-mail and printed collateral
• Paid advertising – print, outdoor, television, radio, magazine
• Traditional public relations
• Advertorials
• Committee work
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88. Sponsors / emcees can be your strongest supporters
Suhana Meharchand, CBC News Network anchor,
will host the 2013 Pioneers for Change Awards.
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89. What can you ask for ?
• specific sponsor dollar level that meets their promotional needs and budget
(1, 2, or 3 yr commitment)
• in-kind donations
• corporate table purchase
• purchase seats for your clients, referrals for ticket sales and sponsorship
• guest speaker emcee
• ask for a tax receipt exchange (if you are a registered charity)
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90. Who do companies sponsor events ?
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91. Steps to securing Sponsors
• Step 1 – Turn sponsorship into a “team sport”
• Step 2 - Do your homework
• Step 3 - Are sponsor benefits appealing ?
• Step 4 - Pitch and follow-up
• Step 5 - Cultivate and steward
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92. Sponsor Benefits
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93. Planning the Ask
Who will you ask?
What will you ask for?
Understand there will be “no’s”
But expect a YES… positive attitude is key to fundraising
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94. Before you ask, remember…
1. Give before asking
2. People give to people .. who represent a good cause
3. Do face-to-face engagement
4. Follow the plan
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95. Preparing for the Ask
• Limit distractions
• Inquire
• Summarize
• Take Notes
• Empathize
• Non-verbal
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96. Preparing for the Ask
• Limit distractions
• Inquire
• Summarize
• Take Notes
• Empathize
• Non-verbal
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97. AIDA & The Donor Cultivation Cycle
1. AWARENESS
Initial Contact
(Suspect)
2. INTEREST
Interest Meeting
(Suspect)
5. Thank,
Recognize &
Steward
(Client)
3. DESIRE
Tour/Visit
Non-Ask
(Prospect)
4. ACTION
Ask Meeting
(Qualified Prospect)
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98. 1. AWARENESS – Initial Contact
Goal:
- meet face-to-face with our probable donors.
- requesting opportunity to meet, typically via email or by phone.
- when you ask for this meeting mention:
• “I am with X Association.”
• “I’m reaching out to previous donors, corporate and community
leaders to share our Campaign (Name) plans and get their feedback/
impressions.”
• “I’d like 30 minutes of your time for a face-to-face meeting.”
• “I’m not expecting you to make a donation at this meeting (perhaps
later in the future, but not at the first meeting).”
• “And I’ll be joined by (will another staff /client join you?)”
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99. 2. INTEREST – First F2F meeting (30 minutes)
Goal:
- learn more about the probable donor, their interest, community connections
- share your plans for 2013 (focus on your key program areas)
- determine the probable donor’s level of interest in your cause
- move to next step (tour and/or ask)
1. Introductions (5 minutes).
2. Share your plans (10 - 20 minutes).
3. Agree on next steps (5 - 10 minutes).
4. Thank the probable donor (2 minutes).
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100. 3. DESIRE – Visit / Tour (45-60 minutes)
Goal:
- learn more about the probable donor, their interest, community connections
- share your plans for 2013 (focus on your key program areas)
- determine the probable donor’s level of interest in your cause
- move to next step (tour and/or ask)
1. Welcome & review tour (5 minutes).
2. Tour the facilities and/or meet others (20 minutes).
3. Questions and answers (10 - 15 minutes).
4. Confirm next steps (2 – 5 minutes).
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101. 4. ACTION – The ask (30 minutes)
Goal:
- to secure a donation (a.k.a. an investment in X association) via
written/verbal
1. Welcome and thank probable donor for ongoing interest (5 minutes)
2. Present proposal / make ask (5-10 minutes)
3. Solicit probable donors advice / feedback (5 - 20 minutes).
4. Thank and agree on next steps (2 - 5 minutes).
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102. The BIG ASK !
1. Get the pleasantries and small talk out of the way
2. Make a transition
3. Make the connection
4. Make them cry (emote)
5. Make them understand why you need what you’re asking for
6. Make the ask
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103. The Proposal
1. About us (your story, vision, mission)
2. Shared values
3. The need (purpose of the event)
4. People impacted – real example
5. The deliverables
6. Timelines and expected outcomes
7. Total event budget
8. Specific amount requested
9. Recognition and benefits
10. Stewardship
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104. Handling objections
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105. Common objections
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106. 8 common objections
• How will our money be used?
• How much money actually gets to your clients (end-users)?
• We already gave to charity Y, they do the same as you do,
so why should we give to you as well?
• Aren’t you supported by the government? Why should we give to you?
• How does your agency support us? Or the community?
• We don’t see the value in sponsoring your event
• We don’t have the budget for sponsorship OR we can’t afford
• We can’t make a decision right now OR it’s not the right time
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107. If they say no, then put on your “C.O.A.T.”…
CAUSE? - Sometimes potential donors harbour negative
issues and memories about your organization, other
agencies, etc. Try to learn if there are unresolved issues
that can be fixed.
OPPORTUNITY? - We may have asked them to consider
funding the wrong priority/program area.
AMOUNT? - We have been too aggressive in our ask. It may be
possible to agree on a smaller donation.
TIMING? We may have asked at a bad time (declining sales,
layoffs, stock market losses, etc.). Need to re-explore spreading
payments out over a couple of years, having payments delayed
and/or visiting them again later in the year.
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108. At-Event
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109. Post-Event
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110. Key take-aways
• FR and corporate sponsored -event is a process, not a one-off activity
• Make sure you have top 10 qualities to ensure your FR event success
• Superb pre-event planning is # 1 critical success factor
• Communicate your org’ns brand sweet spot to sponsors
• Anticipate and prepare to overcome objections
• Get visual / emotional with your mission and message
• Continue the cycle – post-event analysis is kick-off for next pre-event
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111. Key take-aways
• No magic bullet !
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