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Corporate Partnerships Masterclass Jonathan Andrews 26 February 2014

Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

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How charities can create partnerships with charities. Including why corporate partners matter. What companies want from charities. Corporate partnerships have evolved. Different types of partnership. Benefits of corporate partners. How to create corporate partnerships and eight tips on creating them

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Page 1: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Corporate(Partnerships(Masterclass(

(Jonathan'Andrews'26'February'2014'

Page 2: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

•  Why'corporate'partnerships'ma<er'•  What'companies'want'from'chari>es'•  Corporate'partnerships'have'evolved'•  Different'types'of'partnership'•  Benefits'of'corporate'partners'•  How'to'create'corporate'partnerships'•  Eight'>ps'on'crea>ng'partnerships'

Corporate(Partnerships(Masterclass(

Page 3: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014
Page 4: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

What’s'your'experience'of'crea>ng'partnerships'with'companies?'

Page 5: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Why(corporate(partnerships(ma4er(

•  Chari>es'have'world'changing'goals'

•  Companies'have'significant'resources'

•  Companies'can'gain'huge'benefits'from'partnering'with'chari>es'

Together(chari7es(and(companies(can(change(the(world!((

Page 6: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

What'do'companies'want'from'their'charity'partners?'

Page 7: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

•  To'be'inspired'•  Enthusias>c'and'hungry'•  Professionalism'•  Compelling'opportuni>es'that'fit'with'their'business'

•  Real'business'benefits'

What(companies(want(from(chari7es(

Page 8: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Corporate(partnerships(have(evolved(

!Money!

Volunteers!Board Service!Sponsorship!

Event Support!Cause – Related Marketing!

Customer/ Employee fundraising!Product or Services!

!

! ! ! !

Employee recruitment & retention!Stakeholder Satisfaction!

Brand Loyalty!Market expansion!Increased Sales!

!

! ! !

Money! !

! ! !

“The right thing to do”! !

MOTIVATION!

RESOURCES

!

THEN! NOW!

2013!2005!

Page 9: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Different(types(of(corporate(partnerships(

•  Volunteering'•  GiQRinRkind'•  Company'dona>on'•  Sponsorship'•  CauseRrelated'marke>ng'•  Employee'fundraising/charity'of'the'year'

•  Strategic'partnership'

Page 10: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014
Page 11: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Benefits(of(corporate(partnerships(

•  Volunteers'•  Strategic'advice'•  Increased'profile'•  Funds'to'change'more'lives'

•  New'opportuni>es'

Page 12: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

How'would'you'create'partnerships'with'companies?'What'steps'would'you'take?'

Page 13: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

How(to(create(corporate(partnerships(

Clarify'Priori>es'

Iden>fy'Target'

Companies'

Develop'Compelling'

Opportuni>es'Engage'

Prospects'

Secure'Corporate'Partners'

Page 14: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Clarify(priori7es(

•  So'you'develop'partnerships'that'deliver'for'your'charity'

•  What’s'your'goal'for'corporate'partnerships?'

•  Your'big'reason'WHY'•  What'makes'you'different?'

•  Be'clear'on'your'values'

Page 15: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Iden7fy(prospects(

•  So'you'get'the'partners'you'want'

•  Gives'you'greater'focus'•  Companies'that'fit'with'your'charity'

•  Where'you'have'contacts'

•  Can'make'a'meaningful'contribu>on'

Page 16: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Develop(compelling(opportuni7es(

•  You'have'huge'value'to'offer'companies'

•  Iden>fy'opportuni>es'that'will'appeal'to'companies'

•  Package'them'so'they'are'inspiring,'crea>ve'and'relevant'

•  Provide'a'range'of'opportuni>es'

•  With'tangible'business'benefits'

Page 17: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Engage(prospects(•  It’s'all'about'securing'mee>ngs'

•  BMW'Car'Salesmen'•  Use'referrals'&'introduc>ons'

•  Network'•  Engagement'events'•  “Open'hearts,'open'minds,'open'cheque'books”'

Page 18: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Secure(partners(

•  Build'the'rela>onship'•  Pa>ent'persistence'•  Keep'on'inspiring'them'

•  Proposal'that'meets'their'objec>ves'

•  Nego>a>on'

Page 19: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Eight(7ps(on(crea7ng(corporate(partnerships(

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1.(Focus(on(prospects(where(there(is(a(good(fit(

Page 21: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

2.(Gain(inspira7on(from(other(partnerships(

Page 22: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

3.(Approach(them(with(a(great(opportunity(

Page 23: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

4.(Understand(your(audience(

“You’ve'got'to'get'good'insight.'If'it’s'Tesco'go'and'buy'stuff'in'Tesco.'Go'and'talk'to'their'staff.'Go'and'observe'their'customers.'Take'that'>me'at'the'beginning,'because'if'you'don’t'do'that'you’re'just'going'to'be'regurgita>ng'the'same'stuff'as'every'other'charity”'

R'Lucy'Gower,'Innova>on'Director,'Clayton'Burne<'

Page 24: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

5.(Inspire(your(prospect(

Page 25: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

6.(Create(them(together(

Page 26: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

7.(Have(a(goal(that’s(more(than(just(money(

‘All'children'will'be'heard’'

Page 27: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

“Some'people'play'at'corporate'partnerships.'You’re'either'in'corporate'partnerships'or'not.'You'have'to'have'CEO'and'trustees'buyRin.'Everyone'needs'to'feel'really'proud'of'your'partnerships.”''

–'Douglas'Rouse,'Director'of'Corporate'Partnerships,'Save'the'Children'

8.(Involve(the(whole(organisa7on(

Page 28: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

It'can'take'>me,'research,'effort'and'bravery'to'create'corporate'partnerships.''But'the'significant'benefits'they'deliver'make'them'worthwhile.'

Conclusion(

Page 29: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

“We'need'to'master'the'art'of'partnership'forming.”'

R  Mike'Barry,'Head'of'Sustainable'Business,'Marks'&'Spencer''

Page 30: Corporate Partnerships Fundraising Masterclas Community Barnet 26 Feb 2014

Any(ques7ons?(

Free'download'of'my'report'at:'www.remarkablepartnerships.com'