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Corporate Partnerships Masterclass

Corporate Partnerships Masterclass. Jonathan Andrews 26 February 2014 www.remarkablepartnerships.com. Corporate Partnerships Masterclass. Why corporate partnerships matter What companies want from charities Corporate partnerships have evolved Different types of partnership

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Corporate Partnerships Masterclass

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  1. CorporatePartnershipsMasterclass Jonathan Andrews 26 February 2014 www.remarkablepartnerships.com

  2. Corporate Partnerships Masterclass • Why corporate partnerships matter • What companies want from charities • Corporate partnerships have evolved • Different types of partnership • Benefits of corporate partners • How to create corporate partnerships • Eight tips on creating partnerships

  3. Why corporate partnerships matter • Charities have world changing goals • Companies have significant resources • Companies can gain huge benefits from partnering with charities Together charities and companies can change the world!

  4. What companies want from charities • To be inspired • Enthusiastic and hungry • Professionalism • Compelling opportunities that fit with their business • Real business benefits

  5. THEN NOW “The right thing to do” Employee recruitment & retention Stakeholder Satisfaction Brand Loyalty Market expansion Increased Sales MOTIVATION Corporate partnerships have evolved Money Volunteers Board Service Sponsorship Event Support Cause – Related Marketing Customer/ Employee fundraising Product or Services Money RESOURCES 2005 2013

  6. Different types of corporate partnerships • Volunteering • Gift-in-kind • Company donation • Sponsorship • Cause-related marketing • Employee fundraising/charity of the year • Strategic partnership

  7. Benefits of corporate partnerships • Volunteers • Strategic advice • Increased profile • Funds to change more lives • New opportunities

  8. How would you create partnerships with companies? What steps would you take?

  9. How to create corporate partnerships

  10. Clarify priorities • 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

  11. Identify 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 contribution

  12. Develop compelling opportunities • You have huge value to offer companies • Identify opportunities that will appeal to companies • Package them so they are inspiring, creative and relevant • Provide a range of opportunities • With tangible business benefits

  13. Engage prospects • It’s all about securing meetings • BMW Car Salesmen • Use referrals & introductions • Network • Engagement events • “Open hearts, open minds, open cheque books”

  14. Secure partners • Build the relationship • Patient persistence • Keep on inspiring them • Proposal that meets their objectives • Negotiation

  15. Eight tips on creating corporate partnerships

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

  17. 2. Gain inspiration from other partnerships

  18. 3. Approach them with a great opportunity

  19. 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 time at the beginning, because if you don’t do that you’re just going to be regurgitating the same stuff as every other charity” - Lucy Gower, Innovation Director, Clayton Burnett

  20. 5. Inspire your prospect

  21. 6. Create them together

  22. 7. Have a goal that’s more than just money ‘All children will be heard’

  23. 8. Involve the whole organisation “Some people play at corporate partnerships. You’re either in corporate partnerships or not. You have to have CEO and trustees buy-in. Everyone needs to feel really proud of your partnerships.” – Douglas Rouse, Director of Corporate Partnerships, Save the Children

  24. Conclusion It can take time, research, effort and bravery to create corporate partnerships. But the significant benefits they deliver make them worthwhile.

  25. Any questions? Free download of my report at: www.remarkablepartnerships.com

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