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The world of corporate-nonprofit partnerships is shifting – in a major way. The simple partnerships that used to characterize how nonprofits and for-profits worked together have become complicated, integrated relationships. If you want to increase your organization's fundraising, brand awareness, volunteer involvement and build highly-effective partnerships with for-profit organizations, check out this VolunteerMatch webinar with Bruce Burtch, a leading expert in the field of cross-sector partnerships and cause marketing. Bruce walks us through the sea change occurring in the nonprofit/for-profit relationship, and shares strategies for attracting and securing partnerships with companies that can create long-term benefits beyond simple funding. No matter what your experience working with companies, this presentation will help you gain an updated perspective on how nonprofits can build strong, lasting relationships with companies.
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Making It Last withFor-Profit Companies
October 22, 2014
#vmlearn
Who are we?
2
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Bruce Burtch@BruceBurtchbruceburtch.com
Sea Change
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Hand Out…Left Out!
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The New Normal
For-profits: It’s my money!
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The New Normal
For-profits: It’s my money!
Nonprofits: Business value proposition
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Cross-Sector Partnership
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Benefits to Special Olympics
• Soccer balls
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Benefits to Special Olympics
• Soccer balls• Many new volunteers
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Benefits to Special Olympics
• Soccer balls• Many new volunteers• Coverage in Levi’s corporate
newsletter
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Benefits to Special Olympics
• Soccer balls• Many new volunteers• Coverage in Levi’s corporate
newsletter• Levi executive joined Board of
Directors
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Benefits to Special Olympics
• Soccer balls• Many new volunteers• Coverage in Levi’s corporate
newsletter• Levi executive joined Board of
Directors• Media coverage throughout the Bay
Area
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Benefits to Special Olympics
• Soccer balls• Many new volunteers• Coverage in Levi’s corporate
newsletter• Levi executive joined Board of
Directors• Media coverage throughout the Bay
Area• Top two or three funding partners
#vmlearn
Benefits to Special Olympics
• Soccer balls• Many new volunteers• Coverage in Levi’s corporate
newsletter• Levi executive joined Board of
Directors• Media coverage throughout the Bay
Area• Top two or three funding partners• Recognition influenced other
businesses to support Special Olympics
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Benefits to Levi
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Benefits to Levi• Employees brought new skills back to
their jobs and became more valuable to Levi
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Benefits to Levi• Employees brought new skills back to
their jobs and became more valuable to Levi
• Employees gained a deeper understanding of their community and its needs
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Benefits to Levi• Employees brought new skills back to
their jobs and became more valuable to Levi
• Employees gained a deeper understanding of their community and its needs
• Enjoyed a sense of pride and accomplishment
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Benefits to Levi• Employees brought new skills back to
their jobs and became more valuable to Levi
• Employees gained a deeper understanding of their community and its needs
• Enjoyed a sense of pride and accomplishment
• Executive joined Board and gained new insight
#vmlearn
Benefits to Levi• Employees brought new skills back to
their jobs and became more valuable to Levi
• Employees gained a deeper understanding of their community and its needs
• Enjoyed a sense of pride and accomplishment
• Executive joined Board and gained new insight
• Received exceptional media coverage #vmlearn
Benefits to Levi• Employees brought new skills back to
their jobs and became more valuable to Levi
• Employees gained a deeper understanding of their community and its needs
• Enjoyed a sense of pride and accomplishment
• Executive joined Board and gained new insight
• Received exceptional media coverage • Put Levi Corporate Social Responsibility
into action #vmlearn
Business Value Proposition
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If it doesn’t make $$...it doesn’t make sense.
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How many benefits can a nonprofit receive by partnering with a for-profit?
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Multiple Benefits from Cross-Sector
Partnerships
31 Benefits to Nonprofit Partner
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Top 10 Nonprofit Benefits
1) Increase funding
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Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base
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Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners
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Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations
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Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations 5) Provide professional development for employee
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Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations 5) Provide professional development for employees6) Attract new volunteers, Board, pro bono
services
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Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations 5) Provide professional development for employees6) Attract new volunteers, Board, pro bono
services7) Increase brand recognition
#vmlearn
Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations 5) Provide professional development for employees6) Attract new volunteers, Board, pro bono
services7) Increase brand recognition 8) Increase media coverage and media
relationships
#vmlearn
Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations 5) Provide professional development for employees6) Attract new volunteers, Board, pro bono
services7) Increase brand recognition 8) Increase media coverage and media
relationships9) Connect your leadership to community thought
leaders#vmlearn
Top 10 Nonprofit Benefits
1) Increase funding2) Expand donor base3) Connect to new business partners 4) Attract in-kind donations 5) Provide professional development for employee6) Attract new volunteers, Board, pro bono
services7) Increase brand recognition 8) Increase media coverage and media
relationships9) Connect your leadership to community thought
leaders10)Develop earned income opportunities
#vmlearn
How many benefits can a for-profit receive by partnering with a nonprofit?
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Multiple Benefits from Cross-Sector
Partnerships
38 Benefits to For-Profit Partner
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Top 10 For-Profit Benefits
1) Increase sales of products or services
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Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention
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Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty
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Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free
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Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free5) Provide motivating purpose for their company
and employees
#vmlearn
Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free5) Provide motivating purpose for their company
and employees6) Increase shareholder return
#vmlearn
Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free5) Provide motivating purpose for their company
and employees6) Increase shareholder return7) Increase employee skill development,
teambuilding, leadership
#vmlearn
Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free5) Provide motivating purpose for their company
and employees6) Increase shareholder return7) Increase employee skill development,
teambuilding, leadership8) Attract new business partners and relationships
#vmlearn
Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free5) Provide motivating purpose for your company
and employees6) Increase shareholder return7) Increase employee skill development,
teambuilding, leadership8) Attract new business partners and relationships9) Generate recognition for the good they create in
society #vmlearn
Top 10 For-Profit Benefits
1) Increase sales of products or services 2) Increase employee engagement, morale and
retention3) Increase customer and brand loyalty 4) Draw media attention and coverage for free5) Provide motivating purpose for your company
and employees6) Increase shareholder return7) Increase employee skill development,
teambuilding, leadership8) Attract new business partners and relationships9) Generate recognition for the good they create in
society 10)Receive a tax donation for contributions
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Partnership Goals
• To meet the business objectives of each partner
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Partnership Goals
• To meet the business objectives of each partner
• To have a clear focus and impact on the greater good
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Business Value Proposition
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Critical Importance of Alignment
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Best Door to Open
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Marketing Budgets
100 to 1,000 times greater than philanthropic budgets
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The Promise
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Create a Greater Good!
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You are in the Right Place
You understand the new normal
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You are in the Right Place
You understand the new normal You bring more benefits to a
partnership
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You are in the Right Place
You understand the new normal You bring more benefits to a
partnershipYou have a business value
proposition
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You are in the Right Place
You understand the new normal You bring more benefits to a
partnershipYou have a business value
propositionYou understand the importance of
alignment
#vmlearn
You are in the Right Place
You understand the new normal You bring more benefits to a
partnershipYou have a business value
propositionYou understand the importance of
alignment You know to open the marketing
door first#vmlearn
You are in the Right Place
You understand the new normal You bring more benefits to a
partnershipYou have a business value
propositionYou understand the importance of
alignment You know to open the marketing
door firstYou understand partnerships
bring more benefit than any other form of business
#vmlearn
To receive a 20% discount ($4) off the retail price of the book ($19.95) go to:www.createspace.com/4334579
and in the checkout process put the following code in the box: JHHVKMHW
“Win-Win for the Greater Good reveals the true essence of success - focusing on the business objectives of your partner, while striving together to create a greater good.” Casey Sheahan, CEO, Patagonia, Inc. “Read it and learn from a master!” James E. Austin, Harvard Business School “A ‘must read’ for any organization.” Howard Behar, President, Starbucks Coffee
Book and Kindle version also available on Amazon.com
#vmlearn
Thank You and Q&A
Bruce Burtch
bruce@bruceburtch.comwww.bruceburtch.com
#vmlearn
Next Webinar:
Google Grants and Volunteer Engagement
http://learn.volunteermatch.org
#vmlearn
November 12, 2014
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