Harnessing the Power of Corporate/NPO Relationships to Raise Revenue and Awareness
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Rachel Armbruster, Founder & President, Armbruster Consulting
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Harnessing the Power of Corporate/NPO Relationships to Raise Revenue and Awareness
- 1. Harnessing the Power of Corporate/NPO Relationships to Raise Revenue and Awareness Texas Nonprofit Summit Conference 2012
- 4. What can the RIGHT corporate partnership do for your organization?
- 5. Where are you in the process of corporate relationships? Couldn’t Ask for More: Have an established program, great group of partners, and just looking for ways to activate and engage more Ready and Waiting: Have a program but can’t seem to get any takers Lucky: Need to develop a program to respond to inquiries Hopeful: Starting from Ground Zero with no program, no partners, and in need of next steps
- 6. The Basics Have strong written and verbal communications Understand your Emotional Intelligence Be self-aware and constantly seeking improvement Learn how to take feedback READ:
- 7. Build YOUR Brand Be an expert about something! Twitter Website LinkedIn
- 8. “…live as if our only task was precisely to have relationships with other people." Albert Camus
- 9. Finding the Right Partnerships Determine your selection criteria “Make new friends but don’t forget the old…” Ask for help Diversify Help your potential partner determine if you are a fit Evolution of partnerships
- 10. Keys to a Corporate Partnership Program Corporate Task Force Key messaging Engagement menu Tools Engagement process Corporate guidelines
- 11. Corporate Task Force Thisis not ONE person’s responsibility Team should involve people from all departments Not a permanent assignment but reconvene as necessary Consider internal and external groups Clearly state the Task Force’s goal(s) before you begin and for recruiting
- 12. Key Messaging Define potential audiences Tell your story – people repeat stories! Demonstrate knowledge of your constituents and the organization Focus on what THIS audience wants/needs to know Distinguish message by speaker also
- 13. "The most important ingredient we put into any relationship is not what we say or what we do, but what we are." Stephen R. Covey
- 14. Engagement Menu If only… Embrace the box! Complete list of opportunities such as: Volunteer program? Joint messaging and awareness campaigns Specific program goals Events Cause marketing Infrastructure
- 15. "Relationships flourish, when individuality, freedom and growth are respected." Master Kwon
- 16. Tools Partner filter Website Policies Standard agreements Engagement menu Marketing Case studies that demonstrate long-term value, relationship focus, engagement, etc.
- 17. "Dysfunction - The only consistent feature of all of your dissatisfying relationships is you." Larry Kersten
- 18. Corporate Guidelines Refer to established standards and best practices (ex: National Health Council Standards of Excellence) Discuss potential business concerns now BEFORE a partner is waiting on a response Know what is negotiable and what is not Consider national vs. chapter issues
- 19. Engagement Process Audience definition Proactive Incoming Existing What should they receive and when? Establish when you involve others internally SLOW DOWN
- 20. My wish for each of you… Lifelong relationships started within your corporate partnership program Impactful campaigns Increased brand awareness Internal support and efficiency A renewed sense of purpose for your corporate partnership program
- 21. 72 Hour Challenge What will you do in the next 72 hours with the information you have learned today? Keep/Lose/Change
- 22. Contact Me! Rachel Armbruster rachel@armbrusterconsulting.com 512-944-3417 www.linkedin.com/in/rachelkarmbruster @rarmbruster
Notes de l'éditeur
- Brand awarenessEmployee engagementRaise moneyInfrastructure improvementsOpen doorsRecruit event participantsLaunch social venturesBuild alliances with other NPOsRaise the barMentorServe on the boardVolunteersSpokespeopleAward honoriesDemonstrate integrityProvide more information about the organization
- No matter what category you fall into, I hope to provide some strategic input as well as tactical steps you can implement back at the office. You will notice that everyone on the list is starting with the understanding that corporate partnerships are valuable for your organization and that dedicated resources need to be allocated to make this revenue stream and awareness opportunity a reality.So let’s get started…
- Host your own focus groupAsk friends and colleagues for feedbackCall old colleagues for feedback – try to balance the good with the bad
- This makes you more interesting to partners and partner prospects and raises the impression of your organization…
- Need to be sure they are the “right” people and relationships…Put ALL relationships through the filter – not just new prospects
- Stating the goal: start by defining the current situation or the problem you hope to fix with this group
- Audiences:Current partnersProspectsLapsed partnersWant to know how you are helping but also need to have an intimate understanding of who your organization represents – donors, volunteers, people you serve, etc. EVERYONE
- Caine’s arcade on vimeo
- Not all partners are created equallyConsider criteria to help select and prioritizeMarketing – case studies!