Aidan StaceyHead of Fundraising & Development

Hints & Advice On the key elements of any Corporate Fundraisers Toolkit

Content

Why me…?The Tool KitSummary

A brief introduction

18 years in Corporate Sales

A brief introduction

18 years in Corporate Sales

A brief introduction

Three key lessons learned

PREPARATION

PREPARATION

PREPARATION

The Tool Kit

Preparing to Plan

Preparing to Present

Preparing to Manage

The Tool Kit

Preparing to Plan

Preparing to Present

Preparing to Manage

Preparing to Plan

Why do we need more money?

Does your organisations strategic plan outline operational objectives which require funding above and beyond existing fundraising levels?

Do existing fundraising channels meet your needs?

When do we need the money?

Are you justifying your own job description

What do we need the money for…

Preparing to Plan

Strategic Plan Objectives

Operational Plan Objectives

Fundraising Plan – HOW MUCH? – FOR HOW LONG?

Cost BasePriority Projects = Priority FundraisingNew Projects

If you don’t have a link between the Strategic mission and the “ask” then it’s a…

Preparing to Plan

Preparing to Plan Example

IHF Strategic ObjectiveIncrease rate of survival from Heart attack &

stroke

IHF Operational ObjectiveTo Train 70,000 people in CPR each year

IHF Fundraising ObjectiveTo raise €750,000 to provide every transition year student with an individualised CPR training kit

Preparing to Plan

When do we need the money?

Most For Profit companies PLAN better than charities

Their plans are often 8-18 months ahead.

Budgets need to be early – do not underestimate the length of time from initial meeting to first payment

IHF Corporate partnership started on 14th March – agreed last week

Preparing to Plan

Sell the benefits of the Project NOT the Project

Benefits are easier to sell and understand

Benefits are easier to sell the closer to the “Mission” of the Organisation

Preparing to Plan Example

IHF ARE SELLING….

Preparing to Plan Summary

What do we need the money for?How much do we need?How long for?Start early!Sell the benefit!

The Tool Kit

Preparing to Plan

Preparing to Present

Preparing to Manage

Preparing to Present

Who might want to “buy” my project?How can I reach them?

How much will they be willing to pay?When do we need the money – how long have we got to prepare?When are decisions made?

Other considerations…What are the other products they could buy instead?What makes our product more attractive to buy?What added value can I offer?

Preparing to Present

Who might want to “buy” my project?

Target companies that may have an obvious or direct link with you cause – look for good “FIT”

Pedigree & Guide DogsCRH & Simon Communities

Are there barriers to certain companies?Irish Heart Foundation & Philip Morris

How many companies would we want /like involved?

Preparing to Present

Who might want to “buy” my project?

Draw up your target list and research those companies …IN DETAIL

What is their track record with other CharitiesDo they operate a Charity of the YearWhat kind of partnership do they considerAssess how much funding they have provided and “could” provideKnow when their decisions are madeKnow their decision criteria

TALK TO OTHER CHARITIES THAT HAVE DEALT WITH YOUR PROSPECT

Preparing to Present

Who might want to “buy” my project?Key Criteria for Corporate Partnerships

Strategic FitEmployee ParticipationCustomer Engagement

Type of PartnershipsOnce off Donation – Corporate PhilanthropyCause-related MarketingFundraising Event sponsorshipVolunteeringStaff fundraisingIn-kind

Preparing to Present

Who might want to “buy” my project?

CSR AWARDS CATEGORIES – Chambers President Award 2008 – 25th Sept 2008

Good Neighbour AwardResponsible Employer AwardMarket-place Customer AwardSupport Employee VolunteeringOverseas / Literacy Eco Business AwardsMost Innovative CSR

DOES MY PROJECT “FIT” ANY OF THESE CATEGORIES

Preparing to Present

How can I reach them?

ASK EVERYONE YOU KNOW DO THEY KNOW SOMEONE FROM THE PROSPECT COMPANY

Board, Senior Management, Staff, Suppliers, Volunteers, Friends, Existing donors

Go where they go – Chambers, MII, IMI, etc

Newspapers, magazines, CSR Award Ceremonies…

Preparing to Present

How can I reach them?

Find out the Right person in the Company & Get the Right person from your organisation to make contact

Letters, phone calls, fully prepared proposals posted?

PERSONAL CONTACT

PEOPLE GIVE TO PEOPLE

Preparing to PresentHow can I reach them?

Who should present your proposal on the day- who is comfortable making a presentation, who will have the greatest impact?

Do not assume that you are in the door – so you have secured the deal

Do not assume that the merits of your “need” are self evident – provide research & proof of previous success

Answer questions before their asked

Preparing to Present Summary

Develop Prospect list based on FitResearch the list thoroughlyUnderstand the Prospects “Needs”Know who to contactEnsure the right person makes the contactPresent to Win – don’t make any assumptions

The Tool Kit

Preparing to Plan

Preparing to Present

Preparing to Manage

Preparing to Manage

THE FUN ONLY STARTS NOW….

Negotiation & Contract AgreementAccount Management – StewardshipReporting & EvaluationFinancial Management

Preparing to Manage

Negotiation & Contract AgreementWhat exactly do you want the company to doList out their responsibilities and your ownAgree payment schedules and timeframeAre payments dependent on project completionHow long is the agreementIs there a review period

DO DRAW UP A CONTRACT

BE SPECIFIC

DON’T ASSUME SOMETHING IS AGREED

DON’T BE BULLIED…

Preparing to Manage

Account Management – StewardshipAgree a reporting structureIdeally have one Project Manager on both sidesDo you need to hire someone – do you have the timeProvide opportunity to visit project or provideupdates for senior managementKeep them up to speed on other projects and opportunitiesAsk their adviceCOMMUNICATE CONSTANTLY

BE OPEN – HIGHLIGHT PROBLEMS EARLY

FOREWARN DEADLINE MISSES

Preparing to Manage

Reporting & EvaluationHow will you know the project is successfulAgree the success criteria earlyDon’t fudge the resultsMeet Report deadlines

COMMUNICATE CONSTANTLY

BE OPEN – HIGHLIGHT PROBLEMS EARLY

FOREWARN DEADLINE MISSES

Preparing to Manage

Financial ManagementMake sure you have appropriate accountingproceduresIf the funding is restricted account for the expenditure as requiredIf Corporate staff fundraising – ensure appropriate management structures are in place

COMMUNICATE CONSTANTLY

BE PREPARED TO GIVE THE MONEY BACK

Tool Kit Summary

Prepare Sell the BenefitKnow who your asking

Think “Fit”Know your prospectPresent to WIN

Contract DetailCommunicate, Communicate, CommunicateEvaluate

Thought for the Day

Corporate Social Responsibility is a hard-edged business decision. Not because it is a nice thing to do or because people are forcing us to do it... because it is good for our business“

Niall Fitzgerald, Former CEO, Unilever

CAN WE FIX IT…

And Finally…

YES WE CAN!

THANK YOU!