5. CROSS-SECTOR PARTNERSHIPS
1.
How many of you would rate the quality of your overall teaming partnerships with corporate America as closer to A+ (Awesome)? How many F as in (Failure) C (Okay)?
1.What's one thing that drives you crazy about working with companies? It drives me crazy when companies/executives do __________.
1.What's something you wish you understand about business, when it comes to working together? I wish I understood why they ____________.
1.What one thing you wish companies would do less of, and instead, do more of? I wish they would do less ________ and, instead do more _________.
1.For those of you who give A's or B's, please think of a company you've truly enjoyed working with and is a great partner? What are the keys to the success of that partnership?
9. WHAT’S TRENDING?
Corporate Alliance & Cause Marketing Trends
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Local Market
•
Regional Divisions
•
National Level
Data Driven
Cause Alliances
Content
Branding & Fundraising
Employee
Engagement
Bundled
Asks
One to One Relevancy
10. CORPORATE PARTNERSHIP MINDSET = EVOLVING
Classic Approach
Leading Approach
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Charity
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Investment
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Organizations
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Issues
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Transaction
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Relationship
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One-off/Isolated
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Aligned/Integrated
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Reactive
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Proactive
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Needs
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Solutions (ROI/Accountability)
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Short Term
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Long Term
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Assistance
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Partnership/Engagement
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Values
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Value Creation
11. ENGAGE BUSINESS WHERE THE DRIVERS ARE
Marketplace Drivers
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Enhance reputation and brand positioning
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Build political capital & mitigate risk
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Create and deepen relationships with buyers and “third-party recommenders”
Talent Drivers
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Increase recruitment and retention of employees
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Develop business and leadership skills of employees
•
Advance diversity and inclusion initiatives
Corporate Culture Shift
•Corporate Citizenship has become Table Stakes
•3 “I’s” (Imperatives):
Integration across business lines & assets. Employee Engagement is critical.
Impact is the ultimate outcome & credibility factor (stories & data)
Investment/Return on Investment
12. •
Brand & Reputation
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Client/Customer Qualifications
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Relationship Building
•
Strategic Positioning
•
Thought Leadership
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Market Differentiation
•
Innovation
•
Stakeholder Engagement
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Leadership Development
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Meaningful Engagement
•
Diversity & Inclusion
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Employee Retention
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Core Competency /Skills Development
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Recruitment Pipeline
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Internal Contributions
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Team Building
Talent Strategy
Market Position
•
Individual or groups
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Short-Term or Year-round
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Soft Skills
Hands-On
Volunteerism
•
Capacity Building
•
Thought Leadership
•
Advanced and General Business Skills
Skills-Based
Volunteerism
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Internal Approval
•
Industry Skills & Subject Matter Expertise
•
Engagement Terms
Pro Bono
Maximizing Relationship + Investment
Leadership
Board Service
•
Advisory
•
Governance
•
Stewardship
CORPORATE EMPLOYEE VOLUNTEERISM FRAMEWORK
13. View on #Scouting Good Channel: https://www.youtube.com/watch?v=buRUNCtWxPk
MUTUAL BENEFIT
16. WHAT IS A PARTNERSHIP CONVERSATION?
The act of reaching out to have a conversation within a framework to create a synergistic relationship between a company and a cause that produces real, tangible and lasting ROI for the consumer, the company and the cause. 15
17. ARE YOU HAVING ONE?
This Must Be a Conversation:
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The conversation is robust, not one- sided
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You stayed within your framework of understanding of what you can and cannot deliver, while still engaging in a customized conversation
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There was brainstorming
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You know as you are leaving whether to fish or cut bait
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If fishing…you have a perfect idea how to follow up to get to a yes
10 Tips To Tell If You Are Having a Partnership Conversation… or Not
— Or Not:
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You are talking incessantly about your cause or organization
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You have no idea what the company’s goals are in an alliance
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You stuck to a script
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When the corporation told you what they were looking for, you had no idea how to engage
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You leave the meeting with no idea what to put on paper as ideas for follow up because you didn’t really “hear” anything
18. RELATIONSHIP OPTIMIZATION
Strategy Refinement and/or Expansion
Measurement & Analysis
Integration across all platforms
Program/Strategy Support
Marketing Communications
Defining Assets & Benefits
20. LEGAL CONSIDERATIONS: THE BASICS
State Legal Compliance
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Regulatory Concerns: To protect against potential consumer fraud or deception, and ensure that funds raised are used for charitable purposes as advertised.
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Does the campaign advertise that the sale or use of a for-profit company’s product or service will result in a donation to a charity?
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State commercial co-venture regulations require:
o
Registration & reporting by the for-profit and non-profit
o
Contract language requirements
o
Advertising disclosures
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State consumer protection laws governing false and deceptive advertising
21. LEGAL CONSIDERATIONS: THE BASICS
Federal Legal Compliance
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If the charity actively promotes the sale of a for-profit company’s goods or services, the revenue received from the promotion could be subject to unrelated business income tax (UBIT).
Best Practices
•Better Business Bureau (BBB) Wise Giving Alliance’s Standards for Charity Accountability, Standard #19
•New York Attorney General Charities Bureau’s “Five Best Practices for Transparent Cause Marketing” (issued in October 2012)
22. THE NEW LEGAL CONSIDERATIONS
(Mis)Alignment of Expectations
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Focus on Impact vs. Restricted Gift Designations
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Registration & Compliance Obligations
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Advertising Disclosures: What, When, Where, and Why?
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UBIT: To Promote or Not To Promote
Wraparound Sponsorships
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Deals incorporating multiple consumer activation campaigns into multi-year, multi-million dollar sponsorships
o
How do public donations vs. sales-based and other corporate donations affect overall donation commitments or targets?
o
Category partner exclusivity
o
Rights of first negotiation/refusal
23. THE NEW LEGAL CONSIDERATIONS
Third Party Fundraising Platforms
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Use of third party fundraising platforms to engage customers in supporting one or more causes (e.g., Crowdrise, CharityBuzz, Omaze, PlanG)
•
This is an area being watched by regulators!
•
Understand how these platforms work, whether their platform policies are transparent, and whether they are complying with any applicable regulations
25. Session Presenters
Emily Rothberg
Principal
Emily Rothberg & Company
Emily is founder & principal of Emily Rothberg & Company, an independent consulting firm helping companies leverage their assets of time, talent & treasure to create measureable business value and compelling social impact.
She is an experienced corporate citizenship executive who has developed and executed best-in-class programs for Fortune 100 companies Deloitte, AT&T and Fannie Mae, while helping nonprofits successfully navigate the corporate philanthropy world.
emily@emilyrothberg.com
@emilyrrothberg
Philips McCarty Founder & Managing Partner Good Scout Group, LLC Phil is the Founder and Managing Partner of Good Scout Group, a social good consultancy that helps brands take smart, impactful and sustainable leaps in how they do greater good. Phil brings decades of experience developing groundbreaking cause marketing campaigns for nonprofits and corporations like Feeding America, St. Jude Children’s Research Hospital, Big Brothers Big Sisters of America, the Alliance for a Healthier Generation, Make- A-Wish Foundation of America, Visa, Chili’s Williams-Sonoma, and Tommy Hilfiger. philips@goodscoutgroup.com @philipsmccarty www.goodscoutgroup.com
Karen Wu Attorney Perlman + Perlman, LLP Karen is a partner at Perlman & Perlman, LLP, a nationally recognized law firm based in NYC serving the philanthropic and social enterprise sector. Karen advises a broad range of for- profit companies and nonprofits on the legal compliance aspects of their corporate partnerships, including corporate sponsorships and collaborations, and a variety of cause marketing campaigns involving sales- based consumer activation, social media integration, and technology- driven crowdfunding. karen@perlmanandperlman.com www.perlmanandperlman.com
