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RAISING MONEY FROM CORPORATIONS
FUNDRAISING WEBINAR
FEBRUARY 26, 201410:00 – 11:30 AM
ANGELA BARRAZA, CFRE
AGENDA
1. Corporate Giving Overview
2. Popular Ways to Give
3. Other Ways Corporations “Give”
4. How To Make it Happen
4. Recognition
5. Questions
CORPORATE GIVINGOVERVIEW
2012 CHARITABLE GIVING - $316.23 BILLION
Individuals 72%
Foundations
15% Bequests7%
Corporations
6%
Source: Giving USA Foundation™ / Giving USA 2013
Individuals 72%
Bequests7%
Corporations
6%Foundation
s15%
2012 CHARITABLE GIVING - $316.23 BILLION
Source: Giving USA Foundation™ / Giving USA 2013
= $19 Billion!
FUNDS!
FUNDS!
Volunteers
Expertise
Awareness
Advocacy
WHAT DO YOU WANT?
Social impact
Customer loyalty
More/better business
Employee satisfaction
Opportunities
WHAT DO CORPORATE DONORS WANT?
“Keep in mind that men and women don’t want to give money away.
They want to invest in great causes, in bold and exciting dreams. They want to feel they’re helping change
lives and save lives.
It’s your job to help them understand their money can make that happen.
- Jerold Panas
CHALLENGES
CASA has broad and compelling appeal
Topic not “easy” to talk about
Not the same clients
Many companies serve broader area than local program boundaries
TWO POTS OF MONEY
Philanthropic vs. Marketing Dollars
Tax-Deductible Donation – restricted or unrestricted
Advertising Funds – generally unrestricted
Combination of both
Invoices
SIZE DOES MATTER
Large Mid-Size Small
Marketing and Philanthropic (CSR)
Mix of Marketing &/or Philanthropic
Primarily Marketing
$$$ $$-$$$ $-$$
Clear, defined giving priorities
Broader priorities, if defined
Rarely focused on specific causes
Large, well-known causes (headquarters)
Regional, small nonprofits ok in business areas
Local community, small nonprofits
Corporate Giving Department &/or Foundation
Corporate Giving Person &/or Area President
Business Owner or Top Management
POPULAR WAYS TO GIVE
UNRESTRICTED DONATION
Small to mid-sized companies
Repeatable, annual support
Treat as individual donor(s) + recognition
Face-to-face ask
PROS – everything!
CONS – none
PROGRAMMATIC GRANT
Larger companies with specific corporate-giving department or corporate foundation
Formalized “ask” process
Set project, budget (restricted), reporting
Treat as any other foundation funding
PROS – typically open, public info
CONS – time commitment
EVENT SPONSORSHIP
Exchange of money for specific recognition
Typically marketing/advertising
Think name recognition – who wants it?
● Medical, Insurance, Financial, Services
PROS – good entry point, unrestricted $
CONS – high cost and time involved
IN-KIND SUPPORT
20-30% of all corporate support
Documented discount on services or products
Donated/discounted goods or services
Wish List of Items
Fair-market value
PROS – decrease org/event expenses
CONS – not revenue
MATCHING PROGRAMS
Encourages employees to donate to their favorite causes by matching their contributions
● 65% Fortune 500 offer matching gift programs
Some provide cash donations based on hours their employees volunteer
● 40% offer volunteer grants, average $8-$15/hour
PROS – “free money”
CONS – reactive, hard to keep track of programs
Source: www.DoubletheDonation.com
COMPANIES WITH MATCHING PROGRAMS
COMPANIES WITH MATCHING PROGRAMS
OTHER WAYS CORPORATIONS “GIVE”
VOLUNTEERS
“Gift of time”
CASA’s
Board members
Volunteer Projects
● Short-term
● Fundraising
● Events
● Office help
THIRD-PARTY EVENTS
Proceeds from participants, not company
CASA doesn’t run the event (time or money)
Want use of your logo and reputation
Need a formal, written agreement/approval
Careful not to appear as if you’re running it, especially if it involves raffle, events, merchandise, etc.
CAUSE-RELATED MARKETING
Proceeds from consumers, not company
Your logo on something (product placement for a cause)
Large, national brands
Careful on possible taxation of proceeds
Need formal, written agreement
WORKPLACE GIVING CAMPAIGNS
Proceeds from participants, not company (unless matched)
Vehicle for employees to give through their paychecks
Various Kinds
● Independently-run (for matching purposes)
● United Ways (designations)
● Federated Campaign (SECC / CFC)
HOW TO MAKE IT HAPPEN
SOME BASIC PRINCIPLES OF FUNDRAISING People give to people
Giving flows through involvement
Enthusiasm and honesty inspire giving
Personalization of an “ask” increases the likelihood and size of a gift
Communication with donors is CRITICAL!
THE IDEAL DONOR-CENTERED FUNDRAISING CYCLE
Stewardship =
MeaningfulCommunication
Receive Gift!
Stewardship
Stewardship
Stewardship
Solicitation
Identification &
Discovery
Cultivation
Solicitation
IDENTIFY – WHO ARE OUR PROSPECTS?
Prospects vs. Current Donors
Board, Staff, CASA’s, current donors
Events
Speaking engagements
Always keep your radar antenna up
Who is giving to your peer institutions?
NEXT STEP… Preparation
PREPARATION – DO YOUR RESEARCH
Company Website
Local Newspapers
Local Business Journal
Foundation Directory Online
GuideStar
Chronicle of Philanthropy “How America’s Biggest Companies Give”
PREPARATION – SCOPE OUT THE PROSPECTS
Alignment is KEY!
Closer to home, the better your chances
Do we fit in their defined giving priorities?
If no set priorities, …
● Core values? Mission?
● Who are they giving to in the past?
● Overlapping interests or activities?
NEXT STEP… Discovery
DISCOVERY VISIT
Connect, connect, connect
Face-to-face meeting
Share about Program
Ask Questions and Listen
Match?
Schedule Follow-up
NEXT STEP… Cultivation
CULTIVATION PROCESS
Advances prospects and donors from:
Goal of process is to achieve a genuine relationship
Investment can grow over time
Awareness Interest Involveme
ntCommitmen
tInvestme
nt
CULTIVATION – HOW TO CONNECT/ENGAGE
Tour CASA office or volunteer training
Coffee at the Courthouse
Email / social media
Host a coffee/lunch/meeting
Invite a friend to a CASA event
Ask professional advice
NEXT STEP… Solicitation
SOLICITATION – “THE ASK”
If a formal process, apply!
If informal, get face-to-face
Staff + Volunteer combo
Make a pitch for investment
Show clear benefits (social + recognition)
Follow-up
NEXT STEP… Stewardship
PIECES OF THE STEWARDSHIP PUZZLE
Photo / Success Story
Facility Tour Ask Advice
VIP Friends
Briefings
Recognition
PersonalMeeting/Call
Volunteer
VIP Gathering
Announcement
Articles
RECOGNITION
EVENT RECOGNITION – SPONSOR BENEFITS Exclusivity (Tier or Field)
Participation – Free attendees/tickets/entrances
Pre-Event – promotional materials, press release
Day of Event – Signage, program, AV
During Event – “shout out” or speaking role
Branded items – goodie bags, favors
NON-EVENT RECOGNITION
Newsletters
Supporter Listings
Email Blasts
Social media
Website
Annual Report
In-person
BE CAREFUL OF LEGALITIES
Permission of using your logo/name/reputation
Making endorsing statements
Giving TOO much in return (“quid pro quo”)
Estimating value of goods/services
Conflict of interests
Seek professional counsel (legal, tax, etc.)
MOVING FORWARD
Stewardship
Business leaders know each other
ALL about relationships – examine your existing network
Develop prospect list and prioritize
Assign a well-respected business board member to help lead effort
QUESTIONS?
