Transcript Slide 1
> Integrating Corporate Campaigns
and Individual Giving
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> Learning Objectives
> How to leverage corporate partnerships to strengthen or build an
individual giving program
> How to use technology and other social media to connect cause
marketing campaigns to individual donors
> How to extend an employee giving program to include customers
and business partners
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> Overview & Agenda
> Corporate Partnerships Trends & Shifts
> Individual Giving Trends & Challenges
> Leveraging Corporate Resources for Individual Giving
> Customer Donations
> Employee Giving
> Loyalty Programs
> A Case Study: Reading Is Fundamental
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> Corporate Partnership
Industry Shifts
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> Sponsor Shifts
EVENT
MARKETING
CAUSE
MARKETING
PHILANTHROPIC
M ARKETING
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> Consumer/Employee Shifts
EVENT
PA R T I C I PAT I O N
VOLUNTEERISM
FUNDRAISING/
ACTIVISTS
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> Evolution to Mission-Driven Partnerships
SPONSORSHIP:
An investment in exchange for marketing & promotional benefits
CAUSE MARKETING:
Promotion of product/service sales tied to a donation
PHILANTHROPIC GRANTS/DONATIONS:
Donation without the expectation of promotional benefits
CONSUMER/EMPLOYEE ENGAGEMENT:
Enlisting constituents in volunteer, advocacy or fundraising activities
IN-KIND:
Budget-relieving or meaningful products, services, technology, loaned executives,
fundraising vehicles, etc.
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> Evolution to Mission-Driven Partnerships
VENTURE PHILANTHROPY:
Companies enlisting professionals to provide business solutions to
nonprofit partners
STRATEGIC PHILANTHROPY/PHILANTHROPIC MARKETING:
Focused philanthropic investments and marketing affiliations
MISSION-DRIVEN PARTNERSHIPS:
Embrace shared values, mission-driving, consumer-engaging,
citizenship-building activities
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DEEPER RELATIONSHIPS
WITH COMPANIES MEANS
MORE OPPORTUNITIES
FOR DONOR CULTIVATION
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> Corporate Partnership
Industry Trends
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> Collaboration Across Sectors
N E A R LY 9 I N 1 0 A M E R I C A N S
S A I D I T I S I M P O R TA N T T H AT B U S I N E S S , G O V E R N M E N T
A N D N O N P R O F I T S C O L L A B O R AT E T O S O LV E P R E S S I N G
S O C I A L A N D E N V I R O N M E N TA L I S S U E S .
2008 Cone Cause Evolution Study
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> Consumer Expectations Grow
A M E R I C A N S A G R E E T H AT N O N P R O F I T S S H O U L D L E V E R A G E A
VA R I E T Y O F C O R P O R AT E R E S O U R C ES TO S U P P O R T T H E I R C AU S ES
75%
EMPLOYEE VOLUNTEERISM
67%
67%
MARKETING & ADVERTISING SUPPORT
C A S H & P R O D U C T D O N AT I O N S
I N F O R M AT I O N A B O U T T H E C H A R I T Y O N
T H E C O M PA N Y ’ S P R O D U C T/ PA C K A G I N G
% OF PRODUCT’S SALES TO SUPPORT CAUSE
Cone Corporate Citizenship Study 2004
60%
58%
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> Consumer Involvement
“ W H AT I S T H E M O S T I M P O R TA N T B E N E F I T TO YO U F O R G I V I N G TO
A C H A R I T Y O R PA R T I C I PAT I N G I N A C A U S E R E L AT E D E V E N T ? ”
79.6%
Feeling good about myself for helping a worthy cause
12.9%
Meeting new people and networking
4%
Having friends/family see me in a more positive light
3.6%
Getting a tax write-off
2007 PRWeek / Barkley Public Relations Cause Survey
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> Leverage Assets & Resources
CON S I D E R W H E N /H OW YOU R D ON OR I N T E RAC TS W I T H
Y O U R C O R P O R AT E P A R T N E R :
POINT OF SALE/REGISTER
L O YA LT Y P R O G R A M S
EMAIL/NEWSLETTER
WEBSITE/SOCIAL MEDIA
PROMOTIONS
MEDIA/ADVERTISING
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> Individual Giving
Trends
> 2008 charitable giving
Total = $307.65 billion ($ in billions)
Individuals
$229.28
75%
Corporations
$14.50
5%
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Foundations
$41.21
13%
Bequests
$22.66
7%
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> 2008 Donor Pyramid
LEGACIES
Source: Tony Elischer, 2008
PLEDGE
MAJOR
HIGH VALUE
MIDDLE DONORS
COMMITTED DONORS
REGULAR DONORS : MEMBERS
TRYDONORS : CAMPAIGNERS : ADVOCATES
ENQUIRERS & RESPONDERS
INCIDENTAL DONORS
PUBLIC = SUSPECTS
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> Donor Acquisition Costs
> CAPITAL CAMPAIGN/MAJOR GIFTS: $0.05 TO $0.10
> CORPORATIONS AND FOUNDATIONS: $0.20
> DIRECT MAIL RENEWAL: $0.20
> PLANNED GIVING: $0.25
> BENEFIT/SPECIAL EVENTS: $0.50 OF GROSS PROCEEDS
> DIRECT MAIL ACQUISITION: $1.00 TO $1.25
> NATIONAL AVERAGE: $ 0.20
Source: James Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process.
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> Overall Giving
> TOTAL CONTRIBUTIONS FELL BY A MEDIAN OF 3.3
PERCENT IN 2008
> BETWEEN 2004-2008, THE ABILITY OF CHARITIES IN
THE SURVEY TO RECRUIT NEW DONORS DECLINED BY A
MEDIAN 16.7 PERCENT
> TOTAL NUMBER OF DONORS REPORTED BY THE
ORGANIZATIONS DROPPED BY A MEDIAN 5.2 PERCENT
Source: Target Analytics
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> Online Giving
> ONLINE FUNDRAISING GREW IN 2008 THANKS TO
AN INCREASE IN THE NUMBER OF GIFTS
> BUT THE AVERAGE GIFT SIZE AMONG ALL
ORGANIZATIONS DECREASED $15 FROM 2007
Source: May 19, 2009
The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network
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> Online Giving
> INCREASE IN THE NUMBER OF GIFTS HELPED OFFSET
REVENUE LOST FROM A DECLINE IN AVERAGE GIFTS
> AVERAGE GIFT SIZE ACROSS ALL PARTICIPATING
ORGANIZATIONS WAS $71, DOWN $15 FROM THE
PREVIOUS YEAR
> ONLINE INCREASED BY ONLY 26 PERCENT
Source: May 19, 2009
The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network
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> Online Giving
> THIS DECLINE WAS MOST PRONOUNCED IN THE
FOURTH QUARTER OF 2008.
> THE NUMBER OF ONLINE GIFTS INCREASED BY 43
PERCENT FROM 2007.
Source: May 19, 2009
The eNonprofit Benchmarks Study by M+R Strategic Services and the Nonprofit Technology Network
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> Integrated Example #1:
Fundraising Through Consumers
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> Consumers Raise Big Dollars Through
Athletic Events
F U N D S R A I S E D T H R O U G H “AT H O N S ”
$1.75B
7.5% GROWTH
Source: Run Walk Fundraising Council 2008
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> Individual Giving via Corporate
Sponsored A-Thons
> 3 million participants in more than 4,000 locations
> $306 million raised annually
> Highly local, grassroots events engage survivors, caregivers, volunteers
> 7 million participants in more than 1,000 locations
> $91 million raised annually
> Engages 20,000 company teams
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> Raising Funds From the Generosity
of Employees & Consumers
> Raised $300M Since 1998
> Sell Miracle Balloons in Wal-Mart and SAM’S
CLUB stores
> 100% money raised by each store/club given to
CMN hospitals in Wal-Mart/SAM’S communities
> Engaged employees are the key to fundraising
success
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> Macy’s “Thanks For Sharing” Campaign
M A C Y ’ S A N N U A L C O N S U M E R D O N AT I O N
P R O G R A M D R I V E S S H O P P I N G & D O N AT I O N S
T O C A U S E S N AT I O N W I D E
> Program estimated to contribute $10.8 million to designated
charities in 2007, a new record
> Macy’s shoppers invited to enroll in Thanks for Sharing for
one-time $25 charge to their Macy’s Card
> Customers then earn 10% rewards on all Macy’s Card
purchases fourth quarter each year and rewards provides as gift
cards sent to participants the following spring
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> Macy’s & Reading Is Fundamental
B O O K A B R I G H T E R F U T U R E : C O N S U M E R S W H O D O N AT E D $ 3 TO
T H E C A M PA I G N R E C E I V E D A S AV I N G S PA S S F O R $ 1 0 O F F T H E I R
NEXT PURCHASE
> $1 of every $3 supports a local RIF program in the
state where the money was raised
> $1 of every $3 supports the Multicultural Literacy
Campaign
> $1 of every $3 helps RIF provide reading resources
to children nationwide
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> Fundraising with Sports Fans
G I L L E T T E P R O S TAT E C A N C E R “ H O M E R U N ” C H A L L E N G E
> Fans pledge money to the Prostate Cancer Foundation at
prostatecancerfoundation.org for each home run hit in 60
selected games
> MLB players, officials wear blue ribbons, blue wristbands, blue
ribbon temporary tattoos and blue eye glare to raise awareness
> Game used bases, home plates and dugout lineup cards with blue
ribbon logos auctioned later to raise additional funds
> $27.5 million generated to date
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> Text-to-Give Campaigns
Nonprofits Value “Armchair Activism”
EXTENDING THE RED KETTLE CAMPAIGN:
Text "TSA" — which stands for "The Salvation Army"
— to 90999 and a $5 donation will be added to your
phone bill
END POLIO NOW CAMPAIGN:
Donate $5. Text POLIO to 90999.
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> Integrated Example #2:
Fundraising Through Employee Engagement
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> Nestlé USA
> Averages approximately $200,000 per year.
Half is employee giving, half is a corporate match
> The funds are used to provide RIF Books for
Ownership for schools where Nestle employees live
and volunteer
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> Nestlé USA
> RIF is the 2nd largest program to
receive employee contributions after
the Nestle Adopt-A-School Foundation
> Program has grown from supporting
36 schools in the late 90's to more than
55 in 2009, with continued expansion
expected
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> Case Study:
Reading is Fundamental
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> RIF & US Airways 2009 Campaign
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> Fly with US. Read with Kids®
PRELAUNCH
• 6 donors, 4 new to RIF
• $485 raised
LAUNCH DAY
• 8 donors, 6 new to RIF
• $600 raised
DAY 2 –
DIVIDEND MILES EMAIL SENT
• 272 donors, all new to RIF
•$23,490 raised
TOTAL RAISED
• $92,000!
• 1018 donations
• 1000 new to RIF
• Average Gift: $90
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> How Did We Get There?
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> Kaplan Employee Giving & Facebook Support
EMPLOYEE GIVING CAMPAIGN
> First campaign of it’s kind for Kaplan
Test Prep & Admissions
> 20 donations, all new donors to RIF.
SOCIAL NETWORKING CAMPAIGN
> Facebook application to drive
traffic to RIF’s Facebook page
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> 2008 Read with Kids Challenge: Results
TOTAL MINUTES READ
3,866, 996
Goal Met: 1 million minutes read
3/24/2008
Total participants
16,505
US Airways Employee Participants
492
Planes Painted
11,000
Airspace Members
200
Tell-A-Friend Emails Sent
2,782
Kids who have experienced the joy of reading
Countless
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> 2009 Campaign: Read with Kids Challenge
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> 2009 Campaign: Read with Kids Challenge
> Supplemental grants to RIF programs in 7 cities
> 2009 Read with Kids Challenge
> Promotion in US Airways magazines
and on US Airways.com
> Custom Maisy book and
Dividend Miles for supporting RIF
> Club lounge libraries and
promotional materials
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> Support RIF – Get a Maisy book & Dividend Miles!
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> US Airways Communications to
Dividend Miles Members
> Solo email to all 6.9 million Dividend Miles members
> eStatement Dividend Miles News promo
> eSaver Dividend Miles offer
> US Airways inflight magazine
> Web banners on USAirways.com
> Landing page
> Confirmation Page
> Dividend Miles homepage
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> A Few Final Thoughts & Ideas
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> Questions
Thank YOU!
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Lynn M. Croneberger, CFRE
Laura Goodman
Vice President of Development
Reading Is Fundamental, Inc.
Social Capital Partnerships
Strategist & Practice Leader, Partnership Sales
1825 Connecticut Ave., NW, Ste. 400
Washington, DC 20009
(202) 536-3430
[email protected]
(202) 503-7396
[email protected]
www.socialcapitalpartnerships.com