Corporate Partnership Taskforce Update
Agenda
•
Taskforce Background, Introduction and Objectives
•
The work of the Taskforce
•
Value Proposition, Assets to Leverage
•
Benchmark other National Non-Profits
•
BBBSA Opportunities
•
Building the Sales Pipeline
•
(2) Case Studies
•
Lessons Learned
•
2008 Plans/Goals
•
Implications for Agencies
Taskforce Charge
Judy’s Charge:
Sustainable Major National Partnerships that
1. Generate Significant Cash
2. Positive Branding
3. Male Volunteers
for National and the Network.
BBBSA: Taskforce
•
Agency Leaders:
BBBSA Leaders & Corporate Partner:
–
Greg Hawkins, Senior Vice President Community Partnerships and the
Arby's Foundation
Art Mollenhauer, CEO, Chicago
–
Mack Koonce, COO
Sabrina Valvo, Director Cause
Marketing, NYC
–
Kay Keenan, Marketing & Communications
–
Jessiah Styles, Cause Marketing & Strategic
Partnerships
–
Jeff Penn, Corporate Partnerships
–
Ron Sylvan, Agency Development
–
Charles Pierson, CEO, N. Texas
–
Lydia Muniz, CEO, Miami
–
–
–
•
Rick Tallman, VP Fund
Development, Denver and BBBSA
Corporate Partnerships
–
John Malcolm, CEO, Los Angeles
–
TBD, Seattle
The Value of Participating
Agency Benefits:
– BBBSA Revenue for Support and Grants
– National/Local Visibility
– Local Relationships (and Potential Dollars,
Volunteers, Marketing) with the National
Partnership
– Collaboration Dollars for “Home Agency”
– Agency to Agency Sharing
BBBSA: Corporate Partnership Background
• BBBSA has one $1 million+ Corporate Partner in
Arby’s.
• Annual Revenue $1 to $2 million except in our
Centennial Year.
• 2007–2010 Business Plan Calls for $4 to $5 million
Annually.
• Organizational Focus:
– In 2007, Created Senior “Sales” Position in Fund Development
– Cause Related Marketing position in M&C
BBBSA: Portfolio
2007 Corporate Partnerships
Value Proposition/Assets
•
Our Brand/Mission
– Outcome Focus and Substantiation
– National Youth Service Leadership
– Broad Relevance and Volunteer Opportunities
(Customers/Employees)
•
Our Network
– Grass Roots Community Service
– National Footprint
– National/Local Partnerships
•
Our Organization
– Professionally Led, Achievement Oriented with Strong Boards
– Achieving Significant Results Local/Nationally
– On The Move through a Solid Strategic Plan
Competitive Benchmarking
Organization
Approximate # of Million Dollar+ Corporate Partners
(sample list)
11
Allstate Insurance, Biz Kids Enterprise, Capital One,
Citigroup, Coca Cola, Deloitte, FedEx, General Electric,
HSBC, Microsoft, and Pitney Bowes
13
Bayer, Boston Scientific Corporation, Bristol-Meyers
Squibb, Campbell’s Soup, ConAgra Foods,
Glaxo Smith Kline, NFL Charities, IBM, Kellogg’s, Macy’s,
SUBWAY Restaurants, Walgreens, and Ross Stores
21
Allstate Foundation, Bank of America, Blockbuster,
Circuit City Stores, Coca Cola, Cox Communications,
JC Penny, Macy’s, Major League Baseball, Microsoft,
Sears, Staples, and Wal-Mart
22
American Airlines, BMW of North America, Inc,
Ford Division, Kitchen Aid, Lean Cuisine, Pier 1 Imports,
Yoplait USA, M&M’s Brand Candies, New Balance,
Payless ShoeSource, RE/MAX International, and
Zeta Tau Alpha Fraternity
BBBSA: Opportunities
• Point of Sale Fundraising
• Bowl for Kids’ Sake
• Campaign For Men
• Hispanic Mentoring
Current Sales Pipeline
Taskforce Leads
Company
Agency
Status
Commitment
Opportunity
Staubach
N.Texas, Chicago,
Denver
Visited
1/2008
Pilot Project in 17
Markets
Volunteers &
Cause Marketing
Carnival
Cruise Lines
Miami
Visited
10/2007
Conf call with
Carnival RGM
Volunteers &
Cause Marketing
HSBC
Chicago
Visited
11/2007
In Process 1qtr
2008
Volunteers &
Cause Marketing
Sprint Nextel
Denver
Visited
11/2007
In Process
Volunteers &
Cause Marketing
UBS
New York
Proposal
11/2007
Pending proposal
Work Place
Mentoring
CiCi’s Pizza
N.Texas
Visited
9/2007
In Process
Cause Marketing
Agency Leads
Company
Agency
Status
Commitment
Opportunity
Jackson
Hewitt
South
Central
Illinois
Visited
10/2007
Jan 2008
Campaign for
Men
FedEx
Memphis
10/2007
Major dollars
not now
Volunteers/
Cause Marketing
Home
Shopping
Network
Pinellas
10/2007
Decision for
2009
Cause Marketing
Comcast
SEPA
1/2008
Potential 13
market Pilot
Workplace
Mentoring
National Leads
Company
Status
Commitment
Opportunity
e-Harmony
Visited
10/2007
1st Qtr 2008
Campaign for
Men
The Stride Rite
Corporation
Visited
10/2007
1st Qtr mgt
with new CEO
Campaign for
Men
–Stride Rite
–Keds
Case Study 1
•
Utilizing these various channels Arby’s has raised $4.7M Total
–
$1.6M Restaurant Fundraiser
–
$2.5M Golf Proceeds
–
$ . 7M In Grants
The Value of Participating
Case Study 2
Staubach & BBBS – A Solid Partnership Based on Brand Value
Phase 1
Leveraged Individual Donor
/Staubach Executive
Phase 2
Presented to Staubach Senior Team
Cause Marketing / Realty Services
Phase 3
BBBS of America
Corporate Partnership Team
Starts Discussions for National Partnership
Leveraging Our Corporate Partners Locally to the National Level
will Provide the Following Benefits with National Realty Services Opportunity:
•Higher Probability of Being Selected
•Increased Value as a Cause Marketing Partner
•Enhanced Value for the Brand
Staubach Lead Qualified Appointments
• Atlanta
• Orlando
• Austin
• Phoenix
• Charlotte
• San Diego
• Cleveland
• Seattle
• Houston
• Tampa
• Los Angeles
• Washington, DC
• Orange County
Lessons Learned
•
Best Initial Targets
– Current Local Relationships
– Customer Base Companies
– Less Established Cause Partnership
– Developed Sales Deck
•
Longer Target
– Major Corporations
– Well Established Programs
– Occasional Changes/Additions through Strategic Review
•
The Sales Cycle for Major Relationships is Six Months Plus
•
Corporations Expect a Partner to be Professional, Responsive and
Operate as an Effective Network
2008 Plans
•
Secure 3+ Major $500K+ National Partners and $3.5M total revenue
•
Develop a pipeline of 6+ Major Prospects from:
– Current Prospects
– Large Agency Alliance Prospects
– Strategic Targets (Matched to Our Opportunities)
•
Build our Organizational Capacities
– Support Positions for Our Two Senior Account Development Staff
(Jeff and Rick)
– Add One Additional Cause Marketing Partnership Staff in M&C to
Implement and Support Cooperative Marketing Programs
– Add Marketing & Communications Staff and Outside Agencies/Resources
to Create and Fulfill Opportunities
The Value of Participating
Agency Implications:
– Identify and Collaborate on National Corporate
Prospects in Your Area
– Develop Local Relationships with National Partners
– Certification/Partnership Implementation
– Support and Implement National Partnership Programs
– Network with and Respond to Your Peer Agencies
– Core Competencies and Talent for Cause and
Corporate Partnerships
Questions?
Breakouts
Small Group Discussions:
Table One and Two: Identify Existing Local Relationships that can be
developed into Million Dollar National Cause Marketing Partnerships.
Table Three and Four: How to most Effectively Activate National
Partnerships at the Local Level.
Table Five and Six: What does it take to Develop and Implement Peer to
Peer Local/Regional Cause Partnerships.
Each group will discuss:
•
How should LAA agencies work with BBBSA to do this?
•
What are the Benefits to Individual Agencies? To the network?
•
What are the success factors and the obstacles?
Changing What it Means to
Grow up in America.
Collaboration Agreement
I.
When a potential national-scale donor has an existing leadership level funding relationship with
a local agency, pledge designation (national/local) will be negotiated on a situational basis; the
expected outcome in these instances will be that the donor increases his/her/its support of that agency
while giving nationally. The BBBS local agency will be a full partner with BBBSA in managing the donor
relationship.
II.
When a local BBBS agency brings a funder only interested in giving at the national level to the
attention of BBBSA, and plays a significant role in launching a relationship yielding a
pledge/gift, BBBSA will (with the donor’s permission) observe the following formula: 10% of funds up
to one million; 15% of the second million; and 20% of funds over two million will be given to the
facilitating agency. These dollars will be unrestricted (unless the donor otherwise requires), will be
incremental to extant BBBSA grants, and will be renewed annually for the term of the funder’s pledge.
III.
When a national-scale individual or corporate donor within an agency’s geography has no
existing relationship with that agency, and the agency does not play a significant role in
securing a national pledge/gift, 10% of funds realized will nevertheless be paid to that agency (with
the caveat that the donor’s wishes in this regard will be observed) annually for the term of the funder’s
pledge. This allocation is tied to an expectation that the agency will play a role in stewarding the
relationship with the donor.
IV.
Revenues generated through contractual, cause-marketing relationships struck between
BBBSA and corporations will be managed as follows (with the corporate partner’s permission):
funds generated directly for BBBSA (not defined as a pass through to agencies) will be governed, as
applicable, by Sections I through III of this agreement. Funds directly distributed to agencies or passed
through BBBSA to agencies will be governed by terms to be recommended to the Nationwide
Leadership Council by the Corporate Partnership Task Force.