Date post: | 16-May-2015 |
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Business |
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Creating Corporate Relationships That Fit
Laura S. Feldman, Children’s Hospital AssociationElizabeth Weaver Engel, M.A., CAE, Spark Consulting,
LLC
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Your Therapists
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CEO & Chief StrategistSpark Consulting, LLC@ewengel
Director, Corporate Alliances, Grants and Development Children’s Hospital Association@feldman1
Setting the Stage
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The Children’s Hospital Association advances child health through innovations in the quality, cost and delivery of care.
Founded 1968Over 220 member children’s hospitalsOver 20,000 active individual records
Staffing
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3%
Revenue
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5.4%
Tailored relationships with national companies
Mission driven and philanthropic
Doing good while doing well
Overview Corporate Alliances
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Child and family centered
Promote a child’s positive experience
Enhance value for Association members
Overview Corporate Alliances
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Sponsorship
Meetings
Sales to hospitals
Vendors
Our Structure
Corporate Alliances
Mission oriented
Child centered
Play and fun
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Corporation
Access
Brand image
CSR
Benefits and Value Exchange
Association
New resources
Awareness
Brand development
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Guidelines
Checklist
Potential for growth
Added value to association members
Choosing Alliances
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In-Kind Product Donation
Cash Grants
Cause Marketing Opportunities
Joint Product Development
Licensing
Types of Corporate Alliances
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Our Story
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Company looking to go national with philanthropy
Revived Foundation 2004
Introduction by Mattel Children’s Hospital/ UCLA
Mattel and Association crafted programs together
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Mattel, Inc.
Mattel – Toy Program – 7 years
Perfect fit with PLAY and JOY
Good metrics
Value to members
Value to Mattel
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Mattel – Grant Support $ Expand type and
amount of support
Work with funder on matching priorities
Next great idea?
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Mattel – Lessons Learned
Leverage Relationships
Build Trust
Ensure Good Fit
Measure Impact
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American Girl Mattel facilitated
Shine on Now Campaign (2010)
Public Relations
$300K + doll donations
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American Girl
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American Girl – Lessons Learned
Recognize Good Brand
Creative Stewardship
Grow Relationship
Be Patient
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Activision - Blizzard Facilitated by Good
360
HR/ Employee Communications
Video game donation
Employee visits in operating locations
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Activision – Lessons Learned
Manage expectations
Time commitment?
Involve corporate side
Maintain contacts
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In the beginning, there was
In 2004, we got help from
In 2006, we created guidelines, thanks to
What’s the model?
Corporate Partnerships
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Revenue Growth
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2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011.5 2012$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
Annual Revenue Growth 60%
Partnership
Sponsorship
Exhibiting
Attendance
Advertising
Free options
Lead generation
Ladder of Engagement
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Q&A
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Exercise
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Leverage your relationships Build trust Be patient Manage expectations Treat it like what it is: a relationship (not a
transaction)◦ Ask for a date before you ask them to marry you◦ Has to meet the needs of both partners◦ Communication is key ◦ Don’t be afraid to pick up the phone!
Takeaways
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Don’t forget to visit the Solutions Showcase!
Many of the ideas discussed today are on display at the Solutions
Showcase!
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Laura S. FeldmanDirector, Corporate Alliances, Grants & DevelopmentChildren’s Hospital Association
e: [email protected] t: feldman1p: 703.797.6015
Keep in touch!
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Elizabeth Weaver Engel, M.A., CAECEO & Chief StrategistSpark Consulting, LLC
e: [email protected] w: getmespark.com t: @ewengelli: www.linkedin.com/in/ewengel p: 202.468.3478