Presentation for Evergreen

1. SPONSOR
&
DONOR
ENGAGEMENT
Evergreen:
Development
Team
–
Campaign
Proposal
Stephanie
Heintzman

2. EXECUTIVE
SUMMARY
Evergreen
wanted
to
know
how
they
could
better
manage
corporate
sponsor/donor
(partner)
relationships,
and
increase
partner
engagement.
Using
in-­‐depth
research,
V.I.P
Evergreen,
a
5
stage,
21
program
campaign
was
created.
Here
are
some
of
the
highlights…

3. HOW
CAN
EVERGREEN
…
manage
corporate
sponsor/
donor
(partner)
relationships?
…
get
corporate
partners
more
engaged
with
Evergreen?

4. Original
Outline
• Part
1:
Relationship
Management
• The
Mutual
Benefit
of
a
Cross
Sector
Relationship
• The
Research
• Examples
• Part
2:
Building
Engagement
• The
Solution
• V.I.P.
Evergreen
• Where
Do
We
Start
• Resources
• Sources
• Appendix

5. HIGHLIGHTS

6. The
Research
RELATIONSHIP
MANAGEMENT

7. Relationship
Management
Crash
course
in
social
psychology
• Understand
how
isolated
factors
determine
the
likelihood
of
staying
in
a
relationship
• 3
theories
Practical
Application
• 1
case
study
(Harvard
Professor)

8. Relationship
Management:
Theory
example
• How
to
predict
relationship
stability
and
commitment
Stability
of
Relationship
Commitment
to
Relationship
Satisfaction
with
Relationship
???
???
???
???
???
What
we
can
control
Source:
-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐

9. • 3
stages/types
of
collaborations
• between
NPOs
and
Corporations
• Distinct
features
and
characteristics
• Determine
stage
of
current
relationship
using
detailed
chart
• Follow
suggested
strategy
• Factors
include:
• level
of
engagement,
importance
of
mission,
magnitude
of
resources,
scope
of
activities,
interaction
level,
managerial
complexity,
strategic
value,
how
to
create
value
at
each
of
the
3
stages,
etc.
Relationship
Management:
Case
Study
–
Harvard
Business
Review
Source:
-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐

10. Relationship
Management:
Case
Study
Continuation
-­‐
Value
Management
1. Value
Definition
2. Value
Creation
3. Value
Balance
4. Value
Renewal
Systematically
analyze
and
understand
the
value
with
each
corporate
partner
Source:
-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐

11. The
How
PARTNERSHIP
CAMPAIGN
How
to
Build
Engagement
V.I.P
EVERGREEN

12. V.I.P
Evergreen:
Campaign
Goal
Campaign
focus
Define
Value
Create
Value
Measure/
Ensure
Value
Balance
Value
Renewal
Goal:
To
balance
the
value
the
relationship
Source:
-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐

13. V.I.P
Evergreen:
Measurement
Goal:
To
balance
the
value
the
relationship
• Engagement
• Participation
in
programs
(attending
events,
communicating
via
social
media,
etc)
• Potential
participation
in
programs
• %
of
collaborative
projects
• Time
spent
• Financial
• %
change
in
funding
according
to
engagement
• Awareness
• %
change
in
new
funding
• %
change
in
new
business
partners

14. V.I.P
Evergreen:
Positioning
Evergreen
• Environmental
sustainability
&
innovation
hub
• Leading
by
example
• Sharing
knowledge
• Disruption
• Collaboration
for
bigger
impact
• Me/
Them
à
‘We’
• Mutually
beneficial
relationship
• Community
focused
• We
can’t
change
the
world
on
our
own.

15. VIP
Evergreen:
Program
Structure
5.
Standing
Out
4.
Sharing
3.
Community
Involvement
2.
Expanding
Our
Community
1.
Our
Community
• To
be
launched
in
5
stages
• 21
Programs
VIP
Evergreen
Our
community
???
???
???
???
Extending
Our
Community
???
???
???
Community
Involvement
???
???
???
???
Sharing
???
???
???
???
???
Standing
out
???
???
???
???
???

16. The
How
PARTNERSHIP
CAMPAIGN
Next
Steps/
Call
To
Action
WHERE
DO
WE
START

17. Next
Steps
1. Define
existing
partnerships/relationships
on
???
2. Identify
which
relationships
have
potential
for
deeper
engagement
• Alliance
drivers/
CC
3. Identify
where
each
relationship
is
at
value
management
4. Focus
on
building
“Our
Community”
and
“Expanding
Our
Community”
5. Make
plans
for
“Community
Involvement”
6. Think
of
the
big
picture

18. SOURCES

19. Sources
Used
• Austin,
James.
(2001).
Connecting
with
Non-­‐profits.
Harvard
Business
School:
Research
&
Ideas.
Retrieved
from:
http://hbswk.hbs.edu/item/2489.html
• Austin,
James
E.
(2007).
Strategic
Collaboration
between
Nonprofits
and
Businesses.
Nonprofit
and
Voluntary
Sector
Quarterly.
Retrieved
from:
http://www.nioc.ca/learning-­‐development/peer-­‐support/focus-­‐areas/wp-­‐content/
uploads/2012/07/Strategic-­‐Collaboration-­‐Between-­‐Nonprofits-­‐and-­‐Businesses.pdf
• Andreasen,
A.R.
(1996).
Profits
for
nonprofits:
Find
a
corporate
partner.
Harvard
Business
Review,
74,
47-­‐59.
Retrieved
from:
https://hbr.org/1996/11/profits-­‐for-­‐nonprofits-­‐find-­‐a-­‐corporate-­‐partner
• Emerson,
R.
M.
(1976).
Social
Exchange
Theory.
Annual
Review
of
Sociology,
Vol.
2,
pp
335-­‐362.
Annual
Reviews.
• IEG.
(2015).
New
Year
To
Be
One
of
Growth
and
Challenges
For
Sponsorship
Industry.
IEGSR.
Retrieved
from:
http://www.sponsorship.com/IEGSR/2015/01/06/New-­‐Year-­‐To-­‐Be-­‐One-­‐Of-­‐Growth-­‐
And-­‐Challenges-­‐for-­‐Sp.aspx
• IEG.
(2014).
Sponsorship
Spending
Growth
Slows
in
North
America
As
Marketers
Eye
Newer
Media
and
Marketing
Options.
IEGSR.
Retrieved
from:
http://www.sponsorship.com/iegsr/2014/01/07/Sponsorship-­‐Spending-­‐Growth-­‐Slows-­‐
In-­‐North-­‐America.aspx
• IEG
(2013).
2013
Sponsorship
Outlook:
Spending
Increase
Is
Double-­‐edge
sward.
IEGSR.
Retrieved
from:
http://www.sponsorship.com/iegsr/2013/01/07/2013-­‐Sponsorship-­‐Outlook-­‐-­‐Spending-­‐
Increase-­‐Is-­‐Dou.aspx#.VOTauYcm23M.twitter
• Kanter,
R.M.
(1968).
Commitment
and
social
organization:
A
study
of
commitment
mechanisms
in
utopian
communities.
American
Sociological
Review,
33,
499-­‐517
• Levinger,
G.
(1979).
A
Social
Exchange
View
on
the
Dissolution
of
pair
relationships.
In
R.L.
Burgess
&
T.L.Huston
(Eds),
Social
Exchange
in
Developing
Relationships
(pp.
169-­‐193).
New
York:
Academic
Press.
• Meyer,
J.P.,
&
Allen,
N.J.
(1984).
Testing
the
“side-­‐bet
theory”
of
organizational
commitment:
Some
Methodological
considerations.
Journal
of
Applied
Psychology,
69,
372-­‐378.
• Miller,
R.
S.
&
Perlman
D.
(2009).
Intimate
Relationships
–
Fifth
Edition.
New
York,
NY:
McGraw-­‐Hill
Companies.
–
pg
3:
Aron
et
al.,
2004;
Agnew
et
al.,
1998,
2004
• Nielsen
(2013).
Consumers
Who
Care.
The
Nielsen
Company.
Retrieved
from:
http://www.slideshare.net/GaldeMerkline/nielsen-­‐
globalreportconsumerswhocareaugust2013
• Rusbult,
C.E.
(1980).
Commitment
and
satisfaction
in
romantic
associations:
A
test
of
the
investment
model.
Journal
of
Experimental
Psychology,
16,
172-­‐186.a
• Rusbult,
C.E,
Martz,
J.M.
&
Agnew,
C.R.
(1998).
The
Investment
Model
Scale:
Measuring
commitment
level,
satisfaction
level,
quality
of
alternatives
and
investment
size.
Personal
Relationships,
5(1998),
357-­‐391).
• Wang,
Lili
&
Ashcraft,
Robert
F.
(2013).
Organizational
Commitment
and
Involvement:
Explaining
the
Decision
to
Give
to
Associations.
SAGE
Journals.
Retrieved
from:
http://nvs.sagepub.com/content/early/2013/12/12/0899764013515755
• WWF
(2015).
Companies
We
Work
With.
WWF:
About
Us.
Retrieved
from:
http://
www.wwf.ca/about_us/howwework/business/companies_we_work_with/