Hospital Corporate Development Summit

BMC’s Approach to Corporate Development

Presented by

Joe WatersDirector, Cause & Event Marketing

Wednesday, June 2, 2010

Rules of the Road

• Put down your pens

• Wherever you go [online], there I am:

– Selfishgiving.com

– @joewaters

• Not about corporate giving, about corporate

opportunity

FLW

To share the background of BMC’s corporate

development program so you can build your

own with cause marketing as a cornerstone

~

Boston Medical Center

• Private, not-for-profit hospital

• 575 licensed-beds

• In-patient, clinical and diagnostic services

• Nearly one million visits annually

• Academic Medical Center affiliated with

Boston University

But Very Different…

• Largest safety-net in New England

• Programs make us different

• Half of patients make < $20,000 year

• Still seen as “Boston City Hospital”

• Donors share ideals, not experiences

Govt.Grants

AnnualFund

BusinessPartners

EmployeeGiving

Foundations

Events

CorporateSponsors

Major Gifts

Development1998 - 2004

$$$ Branding Relationships

Cor

pora

te S

pons

orsh

ips

Business Partners

Cause Marketing

Corporate Development Program, 2004

Foundations & Grants

Major Gifts

Corporate Development

Setting Stage for Success

• Buy-in from senior management

• Cause marketing committee

• Commitment of resources

• Entrepreneurial spirit

• Existing assets to get started

$$$ Branding Relationships

Cause Marketing

What is cause marketing?A partnership between a nonprofit and

a for-profit for mutual profit

• Percentage-of-Sale

• Point-of-Sale

• Licensing

• Cause Promotion

• Corporate Social Marketing

Two Tactical Approaches

Percentage-of-Sale

Point-of-Sale

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Cause Marketing Isn’t Philanthropy

Cause Marketing Isn’t Impossible for Ordinary Hospitals

Cause Marketing Isn’t Sponsorship

$$$ Branding Relationships

Cor

pora

te S

pons

orsh

ips

Why Companies Sponsor Events

• They care about you

• They do business with you

• You reach a key audience

• You provide access

• They like the halo

• They need the visibility

Companies that you don’t know

and are not current sponsors

Companies that know you and

are not current sponsors

Companies that know you and

are current sponsorsProspecting Circles

The Cause Marketing Twist • Target retailers with foot traffic & locations

• Sponsorship is free in exchange for access to real $$ (i.e. customers)

• POS program means $$, publicity, participants & more sponsors!

• Win-Win-Win

Halloween Town

$$$ Branding Relationships

Business Partners

• If you think you can, you can

• Treat’em like partners, donors

• Use for momentum, access and money

• Target the ones that “get it”

• Make friends with this person

Business Partners

$$$ Branding Relationships

Cor

pora

te S

pons

orsh

ips

Business Partners

Cause Marketing

Corporate Development Program, 2004

C

ause Marketing Bus

ines

s Par

tner

s

Sponsorships

$$$$ $$

$$

$$ $$

$$$$

Corporate Development Program, 2010

$$

• Partnerships with NPO’s

• Focus is on point/percentage-of-sale

• Expand beyond Eastern Mass

• 50% of something is better than 100% of nothing

Your Next Steps

• Start a cause marketing program

• Leverage your vendors

• Mashup with sponsorship

• Work inside out

• Get busy with social media

Joe Waters

Director, Cause Marketing

Boston Medical Center

617-414-5572

Selfishgiving.com

@joewaters