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AFP’s Rocky Mt. Philanthropy Institute

“The A-Ha”

Richard AbelsAbels Communication Company

September 28, 2012

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Creating Win-Win Corporate Partnerships

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Show of Hands

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WALL STREET JOURNAL US: world’s most generous contributor 2% of GDP = Nearly 2x as UK BUT, must change how society thinks

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The A-Ha Positive Alignment Between

Your organization and its needs Supporters, donors, community and…

corporations

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I Don’t Know Who You Are

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It All Starts With Goals Specific, Timely and Measured Why your mission is important How and who you help

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Goals → Audience(s) Who and How Many are they? Why are they? Where are they? How do you reach them?

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Goals + Audience → Msgs/Tools Meet their needs Why important to audience (not you) Advantages/niche Credibility/expertise Why audience should care

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Calls to Action

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Audiences & Messages Each Audience Primary Messages How to Reach Them Desired Call(s) to Action

Audience/Message MatrixAudience Primary Messages Reach Through Call to

ActionExisting and

former clients You know and

count on us Experienced

people to handle complex projects

Jobs on time and on budget

 

Personal visits Trade shows Conferences E-mail Direct Contact Case Histories Firm Updates

Use us for more work

  

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On to Philanthropy One element of the marketing mix Showcases product/company Engages employees Customer relevance Helps the community

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A Company’s Viewpoint Their needs and goals AND Support the Communities they serve

Link Them and this is the A-Ha!

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The A-Ha Relevant for you and “donor” Makes Sense “I get it.” Logical Association Win-Win

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Not Just Cash Never enough Cash is not a differentiator Product/service as King Showcase and Integrate it

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One A-Ha Free Cell Calls for Rescue Mission Immediacy Had “moral” obligation Employee volunteer opp “Hi mom…I’m in Denver and I’m OK.”

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Other A-Ha Moments Floyd’s = Haircuts for homeless KVOD = Instruments for schools Hotels = Leftovers to food banks Nike = Financial education

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Showcase the Partnership Use product/service Integrate Publicize Recognize

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“Bad Form”

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Help Them Find the A-Ha Core benefits of your agency Those you serve Common threads What companies fit? Where does it make sense

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Programs Grow from One Idea Expand on single event Makes real difference

Humanizes/showcases Engages Supports mission

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Companies = Donors Understand Their Needs Know Why Interested Talk to Them – Not to Yourself Treat same as large donor

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Conclusion Look thru Eyes of Audience(s) Understand Needs &Goals

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Calls to Action

The A-Ha Relevant for you and “donor” Makes Sense “I get it.” Logical Link Win-Win

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Help Eradicate “Bad Form”

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Your Original Challenges Did this address some of them Are they any gaps What else should you be expecting

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WSJ Article “Why Can’t We Sell Charity Like We

Sell Perfume?” Happy to Provide WSJ Article Give Me Your Card At Conclusion

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Richard AbelsAbels Communication Company

(303) 779-6292 www.AbelsComm.com

Questions?