hailey cavill powerpoint fia 2012 for emailing.ppt · microsoft powerpoint - hailey cavill...

5/03/2012

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Big Gift & Partnership Strategies

Hailey Cavill, Cavill + Co and

Fiona Gosschalk, Murdoch Childrens Research Institute

DARE TO DREAM OF A CORPORATE PARTNERSHIP

© Cavill + Co, 1 March 2012

Big Gift & Partnership Strategies “Vision without action is a dream.

Action without vision is

simply passing the time.

ACTION WITH VISION IS MAKING A

POSITIVE DIFFERENCE”Joel Barker


About me, and the partnerships we create


our corporate clients


our not for profit clients

Big Gift & Partnership Strategies “The dreams I only thought

about, the ones I took no action on,

well they are still dreams. But the ones that I took action on,

they are now a reality”Catherine Pulsifer

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Would you

like a robust, tried and tested

process for ACTION and success?



What we will cover today

•Case study: Murdoch Childrens Research Institute corporate partnerships strategy - how they successfully secured 4 partners and over $2m in untied funds•Behind the scenes: of the 4th partner –Vaalia•Top ten: tips for success•Q&A


Sponsorship v partnership

• Content


CASE STUDY


Murdoch Childrens Research Institute

•In 2005, limited income streams•Excellent philanthropic support and some fundraising events•Needed untied funds to seed-fund new research•Began HeartSmart® process in 2006

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•Set intention for corporate partnerships: untied income, raise our brand awareness•SWOT(A) with action list -specific to achieving our intention in corporate partnerships •Key weakness was low brand awareness, we had not utilised Sarah so ran an ad campaign featuring Sarah – increased by 53%

Big Gift & Partnership Strategies •Addressed weaknesses: Melb

based, stiff competition, lack of staff engagement opportunies for corporates•Created an Assets Register –valued at $870k•Valued the Murdoch Childrens: $150k pa•Identified 100+ suspects based on synergy > narrowed to 20 Prospects•Prepared a model for engagement + guidelines


•Prepared credentials presentation vs ‘proposal’ •Researched each Prospect thoroughly•Went to market at optimum time for prospects with a July-June financial year –February 2008•Secured Snooze within a few months - $450,000 over 3 years


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• upgraded Kay & Burton (Victorian real estate agency) from sponsor to partner - $600k over 4 years


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• In 2009, year 2, we were so busy managing partners that we missed optimum time. We signed up no-one!

• In 2010, year 3 – we went to market at the right time – signed up SPC and Vaalia: $900,000 over 3 years untied


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• Research revealed: LGG backed by science, wholesome and healthy products, 3 ranges aimed at babies (6 months), toddlers + children, transparency on pack

• Mission: ‘nutrition and wellness the world over’

• New campaign ‘its hard to hide when you’re happy inside’

• No cause partner

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• Approached in Feb with email to marketing manager as fin year July-June

• Immediate response – met and presented credentials presentation

• Minimum guarantee was agreed, Brief Template issued to Vaalia

• Once had Brief detailing their objectives presented a tailored proposal and MOU

• Took 9 months to finalise prior to contract being signed


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The first thing we created was a “Positioning statement”, tagline and partnership logo

Big Gift & Partnership Strategies Activities - internal

Partnership announced to staff late May 2011 across all Parmalat sites – video from Sarah Murdoch shared with staff

Big Gift & Partnership Strategies Activities - external

Launch on Sunrise http://www.youtube.com/watch?v=ZKwIAJvsQjE

•http://www.youtube.com/watch?v=ZKwIAJvsQjE


34Activities - internal

• A morning tea held mid June to announce the launch of Vaalia’s Smile Tiles application on Facebook

• Morning tea with yogurt cupcakes with the partnership logo on it for staff

• Partnership announced via media mid June B

ig Gift & Partnership Strategies Partnership logo and explanation on 28 packs

and partnership flyer for GPs

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Multi-packs feature donation form


Multi-packs feature donation form


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© Cavill + Co, May 2011

Ads in Mother & Baby and on website


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Activities

• Website exposure -Vaalia

Insert

donation

form image


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Activities

Insert MCRI

website

print screen


Adverts

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© Cavill + Co, November 2011

Staff involvement/fundraising

http:/

Big Gift & Partnership Strategies Results

• $450,000 untied funds committed to Murdoch Childrens for funding critical experimental research

• Vaalia helping build brand awareness to new young donors – at no cost to Murdoch Childrens

• Alignment with Murdoch Childrens helping to differentiate Vaalia in the competitive yoghurt sector, enhance brand health, reinforce scientific underpinning of brand and motivate staff

• It’s a win-win partnership

Big Gift & Partnership Strategies Bonus development

http://www.youtube.com/embed/Yjh_E7nG4bM

Big Gift & Partnership Strategies Bonus development

http://www.youtube.com/embed/Yjh_E7nG4bM


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“Learn all you can from the

mistakes of others. You won't

have time to make them all

yourself”

Alfred Sheinwold

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Tips for success

1.Timing is important – approach your corporate prospect when they are deciding their budget not when you need the money

2.Prepare – take the time to address your weaknesses and build up strengths – so that when you do approach you’ll have a better chance of success. Be ruthlessly honest


3. Become brand savvy – build your brand character and awareness – put a value on your brand and don’t give it away for a song!

4. Know what you have to offer – do an Assets Register and get it valued. Don’t wait until you are sitting in front of a prospect!

5. Follow a tried & tested process – don’t waste time making it up or listening to people who have never done it


6. Educate your board - about the new trends, CSR, the language of partnership – get out of the charity/philanthropy needy mindset –this is business. Business language + approach will unlock those BIG budgets!

7. It’s all about synergy – identify prospects based on synergy not who knows who B

ig Gift & Partnership Strategies

8. Go for the BIG purse: Marketing + CSR. Philanthropy is small and declining

9. Understand your target – the corporate mindset: impact of GFC, sectors in growth and decline – read BRW, Boss, Ad News

10. Long term vision and patience!


“The critical ingredient is getting off your butt and doing something. It's as simple as that.

A lot of people have ideas, but there are few who decide to do something about

them now. Not tomorrow. Not next week. But today.

The true entrepreneur is a doer, not a dreamer”

Robert Browning Big Gift & Partnership Strategies

“Commitment leads to action.

Action brings your dream closer”

Marcia Wieder

hailey cavill powerpoint fia 2012 for emailing.ppt · microsoft powerpoint - hailey cavill...

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