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- 5. MissionSupport&Advancement Outright giving that supports the mission and vision, many times enhanced by marketing the donation as a matching gift
- 6. CauseMarketing A relationship between a corporation and nonprofit that generates consumer-driven support for the hospital through various activation methods
- 7. EmployeeActivation Engaging employees in fundraising, volunteerism and championing of the cause
- 8. In-KindandEnhancement A budget-relieving or experience-enhancing donation that has the ability to generate incremental revenue, assist expense line items and/or increase brand awareness
- 9. Sponsorship Program, event or physical structure-related, typically a financial or in-kind donation in exchange for goods, services, experiences and/or visibility
- 10. CorporateChampion Utilizing corporate partners and sponsors as “champions” or “rainmakers” to open new doors to funding, partnerships and marketing services
- 13. Feasibility 10 Are your development, hospital and Board leadership open to cause marketing and corporate alliances? Do you know in what context? 1 Are key physicians in key areas of expertise/department/pillars open to aligning their programs with corporate partners? 2 Do you have internal corporate leads you can access/approach for cause marketing and corporate alliances? Do you know in what context? 3
- 14. Feasibility 10 Are the medical department/pillars open to working together on cause marketing and corporate alliances? OR would any alignment have to be pillar-specific? 4 Do you have a strong regional brand or exceptional national research in key, consumer-friendly departments/pillars? 5 How well do key areas of development work together: major gift officers, direct mail, event production, sponsorship, marketing communications, PR? 6
- 15. Feasibility 10 Is development marketing and outreach separate from clinical marketing? If so, how well do they work together? 7 Do you have any event, advertising or human resources that can be leveraged in support of a cause marketing program? Do you know in what context? 8 Do you have the resources to devote someone or part of someone to creating a formal program and conducting outreach for the next 18 to 24 months? 9 Does your institution have the legal skill and/or resources to devote to supporting a formal corporate alliance program? 10
- 16. Who’sWinning
- 18. The Internal Process Board Support & Internal Champions Head of Development Head of Marketing Attorneys Physicians in Key Consumer Areas of Focus BreakingDown Silos Board Hospital Executive Leadership Diabetes Peds Heart Cancer
- 19. Structure
- 20. Integrated Approach Professional Committee
- 23. What Makes You Unique? Unique Selling Point(s)
- 26. Strategic Alliance Cycle: Acquisition
- 27. Cultivating Leads Event Sponsor Physician Grateful Patients Agency Contacts
- 30. Utilizing Your Assets Cultivation Events or Programs Professional Advisory Group
- 31. Telling Your Story PHYSICIANS, RESEARCHERS & MEDICAL STAFF VOLUNTEERS CORPORATE PARTNERS FAMILIES & PATIENTS
- 33. Research.Find out what is currently going on with your target company, their industry and their competitors.
- 34. Listen. Know your product and its values/assets well and be ready to adapt to meet their goals.
- 36. Strategic Alliance Cycle: Optimization
- 37. Strategic Alliance Cycle: Retention
- 38. Measurement
- 39. Contact Information MaureenCarlson President Caliber Sales & Marketing www.calibersm.com mcarlson@calibersm.com@MCCaliber PhilipsMcCarty President Cause Innovation www.causeinnovation.com philips@causeinnovation.com @CauseInnovation