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Volume
9, Issue 1 - January 2007 |
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"I
love your newsletter! It's refreshing, fun
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Toni Paglia,
Director of Development, The ARC
Syracuse, New York |
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Show Me The Money: Current Trends in Corporate Giving |
The lead article in this newsletter was contributed by Maureen Simmons M.A. Maureen is Director of Development for the ASRT (American Society of Radiologic Technologists) Education and Research Foundation. Maureen’s expertise includes corporate relations, individual and major gift giving. She completed a Master’s in Philanthropy and Development from Saint Mary's University in 2006 and will take the CRFE exam later this year. The research for this article came from Maureen’s thesis titled
Current Trends in Corporate Giving.
Show Me The Money: Current Trends in Corporate Giving.
Corporate social responsibility, strategic philanthropy, cause marketing, values-led marketing, or corporate citizenship - what does it mean? It means having all your ducks in a row if you're seeking corporate support! Gone are the days when corporations simply wrote a check when they were asked for support. Today's corporations are strategic in their giving and the majority align contributions to their bottom line.
How Should You Respond?
There are many creative ways of partnering with corporations. Your nonprofit organization is in a powerful position to leverage a relationship with corporations seeking to be good citizens.
Here are some suggestions for creating a successful relationship with a corporate partner:
- Make sure your mission and the mission of the corporation match and focus on a relationship that fosters positive exchange and value. Corporations want to do more than simply write a check. Today’s corporations seek partners that provide a holistic relationship. They expect clear missions, objectives, strategies, tactics, and anticipated outcomes for the non-profit’s work. Make sure you do your homework before you make a request for funding.
- Target the corporate department responsible for making the corporate giving decision and understand how decisions are reached. The restructuring of corporate giving offices makes it harder to reach decision-makers and committees often drive the approval process. Ask questions and get a clear idea of the company’s funding structure. Seek to understand how decisions are reached, how business leaders are engaged, how business needs are met through the medium of philanthropy and finally which department controls the contributions function.
- Be clear about your objectives. Knowing how the company is in a position to support your nonprofit organization with a specific collaborative project or objective can help foster a relationship. Consider accepting in-kind gifts or providing the corporation with employee volunteer service opportunities.
- Follow up. Know your prospective corporation’s giving timeline and when your proposal will be reviewed. Nonprofit organizations should also find out how corporate representatives prefer to be contacted and the frequency of contact they prefer.
- Carefully consider whether or not to enter into a relationship with a corporate partner. Corporate giving has changed and as a result development professionals seeking corporate support must change too.
You should carefully weigh the pros and cons of entering into a relationship and assess whether or not you can fulfill the wishes of the corporate contributor while assuring the nonprofit’s mission is consistent with the for-profit’s strategic plan.
Although there are still many corporations motivated to give because the cause and the nonprofit are seen as meritorious, many corporations now see giving as a tool to increase sales or to enhance or restore a positive corporate image. Your organization has tremendous value to a corporate partner if your mission and objectives match. Be creative in your approach and but be realistic with your promises and you’ll create a relationship that is mutually satisfying for both the constituents you serve and the needs of the corporation who finds value in your relationship.
Many thanks to Maureen, whose research and hard work reflect what my friends and allies in the corporate world have been saying for some time!
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According to writer Senny Boone in the magazine
Fundraising Success, there are important federal regulations in place as a result of 2006 reform legislation.
IRA Rollover.
Tell your donors age 70.5 and older they have 2 years to make a charitable gift to your organization of up to $100,000 tax free.
Non-Cash Contributions.
There is a new requirement that the donor of clothing, household goods, etc. must receive an acknowledgement that the material received was “in good used condition or better.” This can have a real impact on those of you with thrift stores. The good news is that this regulation might reduce the number of junk contributions you receive.
Receipts for Cash Gifts.
According to the new law, no deduction will be permitted unless the donor can substantiate it by a bank record or acknowledgement by the receiving organization. This means that your organization will have to step up its usual processes for acknowledging donations. As always, good donor stewardship means that you will receipt all donations in a timely manner, not waiting for the donor to ask at year-end for tax purposes.
Postal Reform.
There are likely to be attempts at postal reform again in the 2007 legislature, but no one is sure of the impact. However, the writer of the article in
Fundraising Success recommends that you budget a 7% to 9% increase in your postage budget for the coming years to account for increased costs anticipated.
Also in the December 2006 issue of Fundraising Success, writer Tim Burgess reports that 32% of the top mailers by volume in the US are nonprofits. In 2005, nonprofits mailed 15 billion pieces, in aggregate mailing 138 pieces of discounted mail or 2.7 pieces per week per household.
According to a study reported in Target Marketing, 16 of the top 50 US mailers were nonprofits including AARP, American Diabetes Association, American Red Cross, Cystic Fibrosis Foundation, Disabled American Veterans, National Wildlife Federation, Paralyzed Veterans of America, Republican National Committee, The Salvation Army and the US Fund for UNICEF.
Burgess recommends that you pay attention to what you say and how you say it in your direct mail because you are competing with dozens and dozens of other pieces vying for your donor’s and potential donor’s attention.
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Add
Fundraising Success Magazine to your toolbox of valuable resources. A subscription is only $40/year. Articles are concise and to the point. I have clipped at least one article from every issue! Subscribe at
www.fundraisingsuccessmag.com.
Plan to attend the Annual Social Enterprise Alliance Gathering April 17-19, 2007 in Long Beach, California. This conference offers you a chance to network with others and learn from experienced nonprofits and trainers in social enterprise. Early bird registration is at
www.se-alliance.org. Membership is reasonable and the Internet forum allows members to post questions and get valuable answers from those who have “done it.”
If you are interested in learning more about how you can diversify your funding, visit
www.socialenterpriseventures.com to learn about
Expedition™ and Road Trip™ training.
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HOW CAN I HELP YOU?
TAKE THIS QUICKIE QUIZ
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Please give me a call if you want to turn any NO into a YES. I can help
with:
- turning your Board into a dynamic group of volunteers,
- facilitating a strategic planning session,
- analyzing your current fundraising and suggesting some new ideas, and
- training volunteers and staff in becoming more effective fundraisers.
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Here is what people have said about my training and facilitation:
“You certainly shifted my paradigm. After hearing you last
Friday, it is the first time in 11 years as an ED that I was excited abut
fund development. And you got my Board members to that point as well.
Kay
Hopper
RDC for Children, Richardson, TX
“Your seminar in Dallas was the best I ever attended. You
are wise and hilarious.”
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Catholic Charities of Dallas
"Jean conducted an extremely well
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support."
Eileen Cook, Executive Directorr
Casa Esperanzaa
“Your training was invaluable to me. I dreaded doing this
because I couldn’t even sell someone a candy bar in the past but I was
inspired by your advice to try. I raised about $377,000!"
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Keystone Botanical Garden, El Paso,
TXX
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were amazing! What an OPPORTUNITY for me!!
Your presentation style was EXCELLENT. By far the best
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Epilepsy
Foundation of Minnesota
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Visiting Nurse Association,
Dallas, TX
Jean Block
Consulting, Inc.
7915 Cliff Road NW
Albuquerque NM 87120
(505) 899-1520
Fax (505) 890-5285
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"I
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and filled with helpful hints"
Toni Paglia,
Director of Development, The ARCRC
Syracuse, New Yorkk |
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