Building

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• Building Sustaining Business Partnerships

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Agenda

• Business Landscape Overview
• Step-by-Step Outreach Process
• CKF National Corporate Partnerships
• Resources for Grantees
• Q A

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• Why Engage in Business Outreach?

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Benefits of Business Outreach

• Raise community awareness about the issue of
  uninsured children
• Provide your coalition with new communication
  channels and resources, including potential
  funding resources
• Increase the visibility and profile of your
  coalition/organization
• Foster new relationships for your coalition

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• Todays Business Landscape

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Corporate Donations

• Corporations donate at least 5-6 of the 200
  billion given to nonprofits from private sources
  annually some estimates show corporate donations
  to total as much as 40-50 billion annually
• Economic slowdown has affected corporate
  contributions indications suggest that
  corporations are decreasing and streamlining
  contribution programs

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Employer-Based Coverage

• Health insurance premiums rose 13 from 2001
• Workers contributions increased more than 30
  from 2001
• More than 90 of large businesses (50 or more
  employees) offer health care coverage to
  employees
• Small businesses are significantly less likely to
  offer health care coverage to employees

Source The Kaiser Family Foundation and Health
Research and Educational Trust, California
Employer Health Benefits 2002 Annual Survey
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Types of Involvement

• Philanthropy
• Sponsorship
• Cause-Related Marketing (CRM)
• Licensing
• Media Sponsorship
• In-Kind Sponsorship

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Keep in Mind

• You are presenting an OPPORTUNITY
• Passion and commitment sell
• Create business alliances that work for YOU
• Think of your business contacts as year-round
  relationships
• Build a deep company bench
• Always be on the lookout for opportunities and
  new ideas
• Do not take a NO personally
• Its OK to start small

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• Step 1 Getting Started

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Getting Started

• Think Like a Business
• Factors for involvement alignment, cost, ease,
  timing and benefits
• Results-oriented
• Knowledge of issue
• Time is money
• Speak business

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• Why Do Companies Choose to Work with an
  Issue/Cause?

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Why?

• Heightens visibility
• Recruits/retains employees
• Gives incentives for retailers, dealers and
  distributors
• Differentiates product/service from competitors
• Drives sales/consumer traffic

Source IEG,Inc.
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• Step 2The Basics

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Goal Setting

• What do you want to accomplish?
• What other outreach efforts are you engaged in?
  Can there be an intersection?
• What resources do you need or have available to
  accomplish your goals?
• How will you measure your success?

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Benefits Inventory

• Types of Assets
• Things that you have
• People, brand, reputation, programs, events,
  special relationships, etc.
• Things that you do
• Expertise, skills, talents, etc.
• Benefits and Incentives You Can Offer a Business

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• Step 3Knowing Your Audience

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Knowing Your Target Audience

• Demographics
• Age range
• Ethnic background
• Occupation
• Marital status
• Income range

• Psychographics
• Newspapers/magazines read
• Grocery/drug stores frequented
• Television shows/radio stations preferred

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• Step 4 Targeting Businesses

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Business Research

• Questions that are important to answer
• What are the companys products and/or services?
  Is it launching any new initiatives?
• Who is its target audience?
• Who are its competitors?
• What current community causes/issues does it
  support?
• What is the approval process and time frame for
  decision making?
• Who is the right contact?
• Does it have a foundation or other funding source
  for partnerships?

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Business Homework

• Where can you find this information?
• Annual reports
• Company Web sites
• Business publications, local paper business
  sections, business-oriented Web sites
• Create a prospect list
• Prioritize and target your best opportunities
  (i.e., low-hanging fruit)

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Business Homework
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• Recruitment Criteria
• Tobacco or alcohol companies
• Gun manufacturers
• Unethical business practices

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Creating a Target List

• Create a prospect list
• Three degrees of separation
• Who do you know that knows someone?
• Best person to start with depends on the company
  sizealways seek a decision maker

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• Step 5Preparing Your Approach

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Preparing Your Approach

• Focus on External Audiences
• Customers
• Vendors
• Community-at-large
• Ideas
• Consumer newsletter
• Flier distribution
• Point-of-purchase display
• Web site promotion
• Back-to-School outreach activities
• On-site events
• PSA placements
• Funding opportunities

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Preparing Your Approach

• Focus on Internal Audiences
• Employees
• Board of directors
• Members
• Ideas
• Paycheck inserts
• Posters and fliers
• Employee newsletter
• Employee Web site
• Employee conferences/retreats

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Preparing Your Pitch

• Core Points
• Overview (who you are, what you want to do, why a
  business would be interested)
• Covering Kids Families messaging
• Details and the ask
• Benefits to business
• Next steps

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Preparing Your Pitch

• Be concise
• Tailor each to the company
• Use local and/or relevant statistics
• Be results-focused
• Stress ease of implementation

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• Step 6Making Contact

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Making Contact

• Business Contacts
• Colleagues, family and friends
• Community relations department
• Corporate relations department
• Public relations department
• Human resources department
• Owner
• General manager

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Making Contact

• Remember - Youre selling an OPPORTUNITY
• Calls
• Practice your opening and voice mail message
• Listen and breathe
• Preparehave notes in front of you
• Meeting
• Call in advance, be sensitive to time
• Presentation/equipment
• Ask questions/confirm what you know
• Letters
• Personalize
• Short and relevant
• Proactive

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• Step 7Following Up

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They Said Yes!

• Now What?
• Get it in writing
• Make sure to create a letter of agreement or a
  letter of confirmation that outlines the
  agreed-upon activity
• Service your partnership
• Make sure the company knows who is servicing the
  relationship from your end
• Ensure that the outlined benefits are met
• Communicate and keep them up to date
• Be proactivedont wait for them to call

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They Said No!

• So What?
• When a company says No.
• Do not take it personally
• Keep your contact information and thank them for
  their time
• Consider inviting them to future outreach events

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• Step 8 Building Business Relationships

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Building Business Relationships

• Relationship Building Tips
• Thank your business partners (be creative!)
• Keep in regular contact with them
• Publicize your partnerships
• Build a deep company bench
• Solicit feedback
• Further engage businesses in coalition activities
• Recognize your partners year-round
• Share results

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• Step 9Celebrate Your Success!

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• Covering Kids Families National Corporate
  Outreach

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2003 National Corporate Partners
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HR Block

• National partnership during the 2004 tax season
• Messaging on the Block Advantage financial advice
  form and on the HR Block Web site
• Outreach fliers distributed to HR Block clients
• Work locally with HR Block office locations
• To get involved
• Contact Tedd Warden at the National
  Communications Office by e-mail
  tedd.warden_at_gmmb.com or by telephone (202)
  338-7227

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Block Advantage
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Capital One Financial Corporation

• Newest national Covering Kids Families
  corporate partner (August 2003)
• Culmination of two years of recruitment efforts
• External existing customer outreach
• Internal employee outreach

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Customer Billing Statement
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CVS/pharmacy Print PSA
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• Dont Forget

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Resources
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Reminders

• Keep your proposals/kits simple and to the point
• Always ask for suggestions, new contacts
• Its OK if you dont have all the answers
• Remember that each business is unique
• Building relationships takes time
• Be creative and have fun!

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