AHA Cause Education

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The American Heart AssociationCause Education
Series Selling Cause Initiatives Staff Training
May 2006
Discover passion in everything you do Embrace
Our Cause.
Created for AHA/ASA by Cone LLC All Rights
Reserved
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Overview Of Contents

• Go Red For Women
• Power to End Stroke
• Start!

III. Cause Selling Exercises
I. Cause Selling Environment

• Our Culture Shift and Cause Philosophy
• Evolved Marketplace
• Corporate Perspective
• Nonprofit Perspective

II. Cause Selling Process

• Phase I Framing Cause
• Phase II Prospecting
• Phase III Acquisition
• Phase IV Retention

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Cause Selling Environment
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A Culture ShiftToward Cause
The AHA has adopted its cause philosophy to help
further advance the organizations mission,
impact goals and strategic driving force.
Specifically, our cause initiatives

• Allow AHA/ASA to strategically focus new and
  existing activities to address key social needs,
  including heart disease in women, childhood
  obesity, stroke in African Americans, and
  physical activity in adults
• Align fundraising, communications and
  health-related outreach programs to have greater
  impact nationally and locally on our 2010 goals
•  
• Communicate our passion focus through every touch
  point we have, seeking to create long-term,
  personal relationships with donors, volunteers,
  sponsors, influencers, science/medical
  professionals, and the general public
• Reinforce AHA/ASA leadership within Heart Disease
  and Stroke and build new authority in working
  with target populations, for broader influence
  and appeal

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Corporate Environment Why Now?
Post-9/11 Sentiment Searching for a deeper
meaning, Americans expect companies to play an
active role in addressing societal needs
rewarding those that share their values
Increased Transparency Rapid adoption of the
Internet has empowered consumers to access
corporate information and offer opinions online
via blogging, etc.
Targeted Outreach With increased competition for
consumers share of mind, companies are
conducting detailed consumer research to tailor
messages for key audiences
Corporate Scandals Stockholders and the rest of
the country are watching. Good corporate
citizenship is a must-do, stemming from Enron,
WorldCom and other scandals
Competition for Employees 77 of employees say
that a companys commitment to social issues
plays a role in determining where to work
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How Corporate Leaders Are Responding
The world has changed. Businesses today arent
admired. Size is not expected. Theres a
bigger gulf today between haves and have-nots
than ever before. Its up to us to use our
platform to be a good citizen its a business
imperative. - Jeff Immelt, GE Chairman/CEO
The performance of Nike and every other global
company in the 21st century will be measured as
much by their impact on quality of life, as it
is by revenue growth and profit margins. -
Phil Knight, Chairman, Nike
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What Top National Brands Are Doing About It
Cigna/March of Dimes
Aldo/YouthAIDS
Yoplait/Komen
Wrigleys/ Keep America Beautiful
Bloomingdales/ National Colorectal Cancer
Research Alliance
DKNY/Rock the Vote
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What Companies Are Doing Locally
Signature Local Events to Advance National Causes
Promotions/ Fundraisers at Retail
Community Awareness/ Action Campaigns
Campaign/Event Sponsorships
Employee Engagement/ Volunteer Events
Cause Activation Based on Business Objectives
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Research Shows How Cause Benefits Companies
Americans consider a companys commitment to
social issues when making decisions on where to
work, where to shop and what to buy
Which companies I want to see doing business in
my community
Where to work
Which products and services to recommend to other
people
Which stocks or mutual funds to invest in
What to buy or where to shop
2004 Cone Corporate Citizenship Study
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Why Support Heart Disease And Stroke?
Overall health ranks first (along with education)
among issues Americans want companies to support.
Within the health category, heart disease tops
the chart
68
66
64
62
of Americans
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58
56
54
Heart Disease
Breast Cancer
Childrens Diseases
Long-Term Care
HIV/ AIDS
Obesity Nutrition
Prostate Cancer
2004 Cone Corporate Citizenship Study
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The Cause Of The Decade And Beyond
Heart disease and stroke are the 1 and 3
killers in America today
1980s
1990s
2000s
Heart Disease
Breast Cancer
AIDS
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Why We Make A Great Partner

• Brand Awareness 98 of consumers have a
  favorable reaction to the AHA logo and 96 are
  aware of the AHA name
• Purchase Influence 90 of consumers say they are
  more likely to buy a product
• displaying AHAs logo
• Credibility and Life-saving Mission AHA-funded
  research has led to life-saving results including
  bypass surgery, stents, AEDs, CPR and pace-makers
• Customer Centricity Organization-wide
  implementation of corporate customer management
  approach helping lead to customer satisfaction
  and retention
• National/Grassroots Structure 12 regional
  affiliates, 2200 local offices and 23 million
  supporters allow for increased reach and
  activation unmatched by most nonprofits
• Cause Leader AHA is the leader in creating
  programs to combat CVD, including women and
  heart disease, stroke in minorities, childhood
  obesity and physical activity

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What We Stand To Gain
Aside from financial support, corporate partners
can provide the following

• Enhanced visibility through their communication
  of our cause
• Distribution channels to the public through
  retail promotion and related properties
• Connections to employee and business partner
  networks
• Expertise in marketing, strategy development,
  professional experience, etc.

The rapid growth of not-for-profits means people
have more choices. Thats why it is so important
that not-for-profits do a better job of building
their brand awareness and reaching the right
target audiences. A win-win corporate
partnership can include recognition in media,
advertising and really boosts public awareness
and support. - Frank Bulgarella, President,
Resource One
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Proven Benefits For Nonprofits
When people hear about a nonprofit/corporate
partnership that supports a cause they
Believe that corporations should work together
to support cause
Have a more positive image of the nonprofit
Are more likely to buy a product that supports a
charity
Are more likely to tell a friend about that
charity
Are more likely to donate money to that charity
2004 Cone Corporate Citizenship Study
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Cause Selling Process
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Phase I Framing Cause
Before you begin your approach, it is important
to understand the big picture and how it relates
to you.
This section will help you frame the cause.
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Phase IFraming Cause
Phase I Best Practices
That was THEN
This is NOW
Proactively use AHA/ASA cause/audience focus to
direct sponsorships for greater impact
Reactively create programs based on company
desires, not AHA/ASA focus areas
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Sell sponsorship of AHA/ASA various singular
events or programs
Encourage sponsor involvement with many events
and communications to support cause
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Focus on tangible corporate benefits based on
AHA/ASA activation of sponsorship
Position corporate activation as key
contributor to long-term sponsorship success
3
Tell personal stories connected to cause
areas to emotionalize issue and urgency
Communicate AHA/ASA role in impacting
science/research within heart disease/stroke
4
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Focus On Key Audiences
Phase I Framing - Best Practices
Proactively use AHA/ASA cause/audience focus to
direct sponsorships for greater impact
Reactively create programs based on company
desires, not AHA/ASA focus areas
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Core Target Women Secondary Target Medical
Community Government Influencers Media
Core Target Kids Parents/Caregivers Secondary
Target School Administrators Restaurant Industry
Government Healthcare Providers Media
Core Target Adults (35-54) Their
Employers Secondary Target Medical
Industry Influencers Media
Core Target African Americans Secondary
Target Medical Community Churches Public
Officials Influencers Media
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Sell A Menu Of Related Activities
Phase I Framing - Best Practices

Sell sponsorship of AHA/ASA various singular
events or programs
Encourage sponsor involvement with many events
and communications to support cause
2
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Encourage Strategic Corporate Activation
Phase I Framing - Best Practices
Focus on tangible corporate benefits based on
AHA/ASA activation of sponsorship
Position corporate activation as key
contributor to long-term sponsorship success
3

• Focus on activating promotional rights to
  maximize cause sponsorship/philanthropy
• Coach company to leverage up to three times
  their investment in sponsorship on additional
  activities to increase exposure and maximize
  outreach to their target audiences, such as
• National/regional/local advertising
  (inclusion/promotion of cause messaging)
• Product (cause promotions, on-package
  advertising/messaging, giveaways)
• Signature events (hold new events, create pop-up
  stores, tie cause sponsorship into existing
  events)
• Assess the companys additional assets and offer
  big ideas to enhance your relationship
• Act as a consultant to the companys promotional
  staff, rather than just a sales person
• Retail locations/stores (materials distribution,
  cause promotions, POP messaging, fundraisers)
• Employees/staff (volunteerism, distribution of
  materials/messaging, fundraising)
• Partners/Board of Directors (distribution of
  materials, connections for additional support)
• Internal communications (Web, intranet,
  newsletters)

• Continue to sell the tangible benefits provided
  by AHA/ASA for cause sponsorship, such as

• Event presence/signage
• Inclusion in media outreach

• Speaking opportunities
• Logo on collateral materials

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Offer YourPersonal Stories
Phase I Framing - Best Practices
Tell personal stories connected to cause
areas to emotionalize issue and urgency
Tell personal stories connected to cause
areas to emotionalize issue and urgency
Communicate AHA/ASA role in impacting
science/research within heart disease/stroke
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• Help make an emotional connection by sharing your
  personal stories
• Ask your audience to share their relevant
  experiences
• Offer the most compelling cause statistics and
  needs
• Focus on the opportunity for the company to save
  and change lives
• Utilize pictures, music and stories to further
  personalize the cause
• Remind yourself of the tie between dollars raised
  and lives saved
• Prioritize making a difference over your personal
  fundraising goals

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Phase II Prospecting
Work smarter not harder, when identifying
appropriate targets and preparing for initial
conversations.
This section will help you prospect.
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Phase IIProspecting
Phase II Best Practices

• Mine our database and first approach key
  stakeholders AHA/ASA has relationships with
• Seek a combination of low-to-high mission aligned
  companies
• Focus on companies with similar target/employee
  audiences to our cause focus areas
• Do as much research about prospects as possible
  before approaching prospects
• Schedule meetings with the corporate marketing/PR
  contacts

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Offer Cause To Key Stakeholders First
Phase II Prospecting - Best Practices

• Mine our database and first approach key
  stakeholders AHA/ASA has relationships with

Contacts of Board of Directors Employers of
your middle/major donors Those who have reached
out to you in the past Past or current
sponsors of other AHA/ASA programs/events Compan
ies/contacts with whom staff and volunteers have
connections
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Seek Varied Companies/Industries
Phase II Prospecting - Best Practices

• Seek a combination of low-to-high mission aligned
  companies

While high-mission aligned companies remain an
important resource for cause sponsorship, other
consumer companies will be interested in focused
outreach to key audiences. These relationships
offer AHA new communications and touch points
to reach target consumers.


Low-Mission Alignment
Companies with no business investment in health
Examples Malls, Real Estate Agencies, Autos,
Clothing, Beauty, etc.


Companies with some business investment in
health Examples Health Clubs, Health Food
Stores/Restaurants, Athletic Clothes/Equipment
Moderate-Mission Alignment


High-Mission Alignment
Companies whose business is heavily invested in
health Examples Pharmas, Health Insurance,
Hospitals
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Match Your Target Audiences
Phase II Prospecting - Best Practices

• Focus on companies with similar target/employee
  audiences to cause focus area

Core Target Women
Clothing/Retail, Supermarkets, Banks,
Salons/Spas, Cosmetics, etc.
Core Target African Americans
Music, Electronics, Athletic Gear, Clothing,
Restaurant Franchises, etc.
Fitness Retailers, HMOs, Malls, Grocery Stores,
Hospitals, Health Clubs, etc.
Core Target Adults (35-54)
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Do Your Homework
Phase II Prospecting - Best Practices

• Do as much research about prospects as possible
  before approaching them

• What social issues/nonprofits are heavily
  supported at the local level? National level?
• What community/civic events are the company and
  its leadership involved in?
• How much has the company historically donated to
  charity/sponsorships?
• Has the company (or another branch) sponsored
  AHA/ASA before? What was the result?
• What personal connections does upper management
  have with the cause/your staff?
• Who are the most appropriate contacts?
  PR/Communications? Marketing?
• How big is their marketing budget? Do you see
  them advertised on TV/in print?
• Is there a corporate foundation? Is there a
  community relations department?

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Invite The Right People
Phase II Prospecting - Best Practices

• Schedule meetings with the corporate marketing/PR
  contacts

• Hold introductory phone conversations to
  determine most appropriate contacts before
  setting up in-person presentations and to begin
  collecting information on prospect
• Include high-level decision makers as soon as
  possible in process
• Hold phone call with attendee(s) to set
  agenda/discuss expectations prior to in-person
  meeting as well as to ask about their familiarity
  with cause sponsorships and AHA
• Depending on level of knowledge of cause
  sponsorship and potential benefits to companies,
  offer copies of Cone Harvard Business Review
  article and research reports to educate company
  prior to further partnership discussions
• Always invite Marketing/PR staff, who bring
  knowledge of the corporate business goals,
  possible corporate activities to tie into, and
  potentially larger budgets
• As appropriate and feasible, also invite
  Foundation/Community Relations staff, who bring
  insight on community goals, past support and
  general understanding of working with nonprofits

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Phase III Acquisition
Now you are ready to meet with companies and sell
cause.
This section will help you with acquisition.
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Phase IIIAcquisition
Phase III Best Practices
DO
DONT
Ask questions to gain critical information before
making an offer
Make detailed offers before hearing more about
their needs
DO
DONT
Summarize causes and then focus on ones that best
match their needs
Confuse them with a menu of too many
options
DO
DONT
Proactively offer creative, custom options for
mutually-beneficial strategies
Leave it to the company to come up with all of
their creative ideas
DO
DONT
Create a concise, targeted and focused follow-up
proposal
Provide lengthy, generic PowerPoints and other
materials
DO
DONT
Maximize partnership by planning strategic
activities for length of sponsorship at
outset
Abandon strategic consulting role once company
signs contract
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Listen BeforeSpeaking Up
Phase III Acquisition - Best Practices
DO
Ask questions to gain critical information before
speaking up with an offer

• What are their business goals for the next year?
  Five years? Community objectives?
• What is their core target audience? Are they
  reaching out to a new audience(s)?
• What causes and nonprofit partners have they been
  involved with previously?
• What sponsorships have they had previously? How
  did they leverage those?
• What made previous sponsorships/nonprofit
  relationships successful? Unsuccessful?
• What would they hope to get out of a relationship
  with AHA/ASA?
• How could they integrate the cause into their
  current activities?

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Work To Fit Their Mold To Ours
Phase III Acquisition - Best Practices
DO
Summarize causes and then focus on one that best
matches their needs
Increase brand preference with African
Americans Enhance reputation in local community
Sample Mutual Goals
African American Executive Leadership
Employee Volunteerism/PTO
Sample Corporate Assets
Local Community Events
Vendor Relationships
Retail Locations
Power to End Stroke
Solution
Pin Distribution, POP Fundraisers, Materials
Distribution, Ambassadors, Volunteerism
Custom Cause Sponsorship
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Create A Mutually Beneficial Strategy
Phase III Acquisition - Best Practices

DO
Proactively offer creative, custom options for
mutually beneficial strategies
Sample Company Objectives Increase brand
awareness/ preference with key audience(s) Differ
entiate from competitors Enhance employee
pride and morale Strengthen offers for new and
existing customers/drive sales Enhance
reputation/position as good corporate
citizen Provide added-value to employees and
family Impact local community(s) where company
operates
Mutually Beneficial Strategy Promote cause via
ads, on-package and partner channels Create
targeted, complementary new elements Offer
employee volunteerism/ promote via internal
channels Develop local cause promotion or other
POP fundraiser(s) Leverage advertising, PR,
etc. to promote cause involvement Offer
internal education opportunities and
materials Hold public events, distribute
materials, measure before/after
Our Objectives Increase awareness/education am
ong target audience(s) Enhance activities
to reach to new groups Attract volunteers for
cause Raise funds to support mission Bolster
limited communication resources to maximize
outreach Drive momentum via new participation
in cause Advance mission and reach 2010 goal
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Be Brief And To-The-Point
Phase III Acquisition - Best Practices
DO
Create a concise, targeted and focused
follow-up proposal

• Be concise and to-the-point to maintain their
  interest in potential sponsorship
• Focusing on those ideas, activities and
  strategies that best meet both parties interests
  
• Sketch out potential custom opportunities during
  meeting and include in proposal
• Show how the partnership can impact the health of
  their target audiences
• Propose benefits using their language and based
  on their priorities
• Provide opportunities for measurement and
  evaluation of programs
• Give clear, simple ideas for additional/future
  activation

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Plan Strategy To Maximize Partnership
Phase III Acquisition - Best Practices
DO
Maximize partnership by planning strategic
activities for length of sponsorship at outset

• Create executive leadership team at the start of
  your partnership including members from key
  corporate leadership, AHA staff, AHA volunteers
  and the media (if appropriate)
• Agree upon an integrated partnership vision and
  strategy components may include marketing/PR,
  civic/community activities, education outreach,
  events, volunteerism, etc.
• Create relevant, customized activities for
  corporation to own within cause focus area
• Consider ways to communicate corporate values
  through AHA sponsorship activities
• Plan activities throughout the year to stretch
  the partnership beyond one or two key dates
• Determine what success means for partnership
  and set realistic measurement goals
• Establish point person at company and AHA for
  day-to-day partnership operations needs

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Phase IV Retention
You Have A Great Thing Going, Lets Make It Last.
.
This section will help you retain and grow
client relationships.
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Phase IVRetention
Phase IV Best Practices

• Innovation Continuously evolve activities,
  strategies, and messaging based on what you learn

2. Local Extensions Create new activities
that tie local efforts to national cause
3. Credibility Continuously tie efforts back
to AHAs mission
4. Passion Infuse emotion and experiences
that delight into all events/activities
5. Added-Value Move beyond AHA/ASA getting
from to giving back
6. Account Management Provide consistent,
creative service and measurable results
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Be Prepared To Adapt
Phase IV Retention - Best Practices

• Innovation Continuously evolve activities,
  strategies and messaging based on what you learn

• Mid-way through your partnership, bring
  together three of your most creative staff and
  volunteers to brainstorm big ideas to improve
  corporations sponsorship program in the future
• In all regular corporate sponsor update
  meetings/calls, be sure to ask what is new
  within marketing/promotions/events (even
  activities seemingly unrelated to cause), to
  brainstorm potential new tie-ins for your
  sponsorship
• Continuously review best practices
  gathered by National Center to help inform your
  local corporate partnership activities

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Make Great Local Connections
Phase IV Retention - Best Practices
2. Local Extensions Create new activities
that tie local efforts to national cause
Capture the imaginations of your sponsors by
tying into national activities and capture their
hearts by showing impact the local community
Regularly review local community calendars
and consider what the community is best known for
to determine potential tie-ins Take advantage
of resources, tools and imagery provided from
National Center/intranet Seek relevant local
groups for assistance as stewards of cause
messaging/materials, e.g. community centers,
exercise/running clubs, giving circles,
sports/media organizations
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Leverage Our Strong Legacy
Phase IV Retention - Best Practices
3. Credibility Continuously tie efforts back
to AHAs mission
Infuse mission-related activities into events
and activities, e.g. heart health quizzes, CPR
training, etc. Gather stories, quotes and
anecdotes from participants on pre- and post-
event or activity to show progress Show value
of partnerships by demonstrating local progress
beyond number of event participants or
distributed materials (e.g. qualitative
commentary, program milestones) Infuse
communications on the types of national impacts
being made, e.g. critical research, lower
incidence rates, increased recognition of
symptoms, etc.
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Pump Up The Fun
Phase IV Retention - Best Practices
4. Passion Infuse emotion and experiences
that delight into all events/activities
Provide post-event evaluations to gather feedback
on the overall experience and what participants
want from the sponsor and AHA/ASA next time
Engage their staff as volunteers, e.g.
photograph participants for post-event
thank-yous, sell cause related gear, organize
sponsor giveaways, spread messaging via email,
etc. Put appropriate team member in charge of
making experience unforgettable (extraordinary
events include the outrageous, hilarious, or
secret always in good taste, of
course) Identify and offer special recognition
or roles for their employees who are survivors or
are closely tied to a survivor or victim of heart
disease, diabetes, stroke, etc.
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Go Above And Beyond
Phase IV Retention - Best Practices
5. Added-Value Move beyond AHA/ASA getting
from to giving back

• Offer free experiences to corporate sponsors for
  other events that are not written into
  sponsorship, e.g. donor salons, open heart
  surgery, etc. to provide new experiences with
  AHA/ASA
• Hold executive luncheons to thank sponsors and
  offer networking opportunities with top
  scientists and other AHA/ASA influencers that
  sponsors may appreciate access to
• Send timely educational updates on additional
  causes/activities and offer right-of-first-refusal
  to new opportunities
• Plan for and specifically spend time giving
  back in appropriate ways to enhance all
  relationships

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Dont Forget Client Service
Phase IV Retention - Best Practices
6. Account Management Provide consistent,
creative service and measurable results
Hold quarterly face-to-face meetings with
customer to report on progress and brainstorm
next steps also provide regular wrap-up
reports Adhere to our Corporate Customer
Management system Gather and include
qualitative feedback/anecdotes of participant
opinion/knowledge of corporate sponsor
pre-/post-event to show value of sponsorship
within target audience Deliver on measurement of
ROI, core goals and objectives assessment may
include - media impressions - additional
impressions based on materials distribution,
event attendance - sales (as applicable) -
sponsor-specific social impact (the difference
they made)
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Cause SellingExercises
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The following section will introduce AHAs
causes, remind us of compelling needs within
each focus area, and provide overarching
benefits for sponsors. It will help us put our
best practices to use.
.
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Our Four Strategic Focus Areas
Heart Disease Stroke
Stroke
Heart Disease
Overarching Issue
Heart Disease Stroke
Stroke in Minorities
Women and Heart Disease
Childhood Obesity
Physical Activity in Adults (35-54)
Cause Focus
Cause Brand
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Cause SponsorshipOverarching Opportunities

• Partner with one of Americas most respected
  nonprofit health organizations
• Take a leadership role in fighting Americas No.
  1 and No. 3 killers
• Reach target audiences via customized campaign
• Tailor outreach to meet business and community
  objectives

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Go Red For WomenMake It Personal
Heart disease kills more women than the next six
causes of death combined It is their 1 killer,
yet most women still believe cancer is their
biggest health threat Women are less likely to
receive recommendations for preventive therapies
from their Drs.
Two miracles in one day. When Elizabeth
learned she was expecting her second child, she
never imagined the traumatic experience ahead.
Heart disease ran in her family, but at age 30,
she wasnt concerned. She was 29 weeks pregnant
when she felt intense pain in her chest. A CAT
scan later showed her main artery had ruptured
her immediate concern was for her baby. Doctors
worked feverishly to save her life, while her
baby was delivered by caesarean. Her husband
says he got two miracles that day his wife and
son survived. Now Elizabeth wants to warn all
women that heart disease can strike at any time.
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Go Red For WomenShare The Opportunity

• Reach your target audience
• Association with the fight against womens heart
  disease, a cause that resonates with women
• Campaign provides access to women consumers,
  medical community and media
• Women control 88 of all purchases today
• Huge momentum in last three years soon to be top
  womens cause
• Opportunities include
• Positioning as a champion in the fight against
  womens heart disease
• Ability to customize tagline for use in
  association with sponsorship activities, e.g.
  insert company is committed to saving womens
  lives in our community
• Year-round promotional rights for logo to
  leverage via advertising, marketing, PR, other
  activities
• Involvement in execution of strategic campaign in
  your community
• Advocacy/city proclamations
• Wear Red Day activities
• Education and awareness materials, collateral,
  etc.
• Communications and PR opportunities
• Community and civic events
• Womens luncheons
• Additional activities can be tailored based on
  mutually beneficial strategy/shared agenda

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The MomentumGo Red For Women
National
Local
Acquiring Campaign Cause Sponsorships
Hosting National Grassroots Events
Garnering Significant Media Coverage
Encouraging Cities Landmarks to Go Red
Gaining Support of Celebrities Influentials
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Go Red For WomenRetention Exercise

• Exercise Scenario
• Your team has scheduled a regular, quarterly
  meeting with one of your Cities Go Red sponsors,
  a regional supermarket (Acme Foods). Overall, the
  partnership has been a success from both parties
  perspectives. However, due to lower than expected
  year-end revenues, Acme Foods may cut the program
  funding for next year.
• To help ensure client retention, how might you
  prove the worth of their sponsorship through
  measurement of the current program?
• You have also learned that a key factor for the
  drop in revenues was a lack of customer loyalty.
  A large percentage of the customer-base began
  frequenting a newly opened discount competitor.
• What are some activities that you might propose
  for enhancing the partnership to help solve this
  challenge?

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Power To End StrokeMake It Personal

• 72 of African Americans believe they will never
  have a stroke 100,000 will have one this year
• Blacks have almost twice the risk of first-ever
  stroke as whites and their mortality rate is
  higher
• 70 say they are knowledgeable, yet only 49
  correctly identify the symptoms

It Takes Unconditional Love DeFannie Davis,
39, is a mother of three daughters and caregiver
to her husband, Roy, who suffered a stroke. He
is in a wheelchair, on dialysis and can't talk.
"Deonna, my middle daughter, 13, is quiet and
introverted since his stroke. It hurts her to see
her father so sick.  She has said she wishes
things could be like they were, and wonders why
did it happen to her dad. Still, DeFannie is
optimistic and finds strength in her faith, I
know that we get through this because we've
become so close as a family.
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Power To End StrokeShowcase The Opportunity

• Reach your target audience
• Association with a cause that resonates with
  African Americans
• Campaign provides access to African American
  consumers and key leaders in African American
  community, media, and healthcare professionals
• African Americans are a growing market segment
  representing 13
• of U.S. population
• They have 520 billion in annual spending power
• Opportunities include
• Positioning as an ambassador in the national
  fight against stroke
• in African Americans
• Potential to help decrease health disparities via
  customized information that increases awareness
  that stroke is preventable and education on risk
  factors
• Ability to customize new tagline for use in
  association with sponsorship activities, e.g.
  insert company has joined the fight against
  stroke in our community
• Promotional rights to use campaign logo
• Presence at local events and other campaign
  activities, e.g. advocacy outreach
• Additional activities can be tailored based on
  mutually beneficial strategy
• Inclusion in media outreach and visibility via
  collateral brochures and materials

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The MomentumPower To End Stroke

• Media Alliances
• Healthy Horizons Publications, Ebony Magazine,
  Essence Magazine, Black Elegance Magazine Real
  Times, Inc., Urban Style Magazine, Data Centrum
  Communications, Ad Council
• Strategic Alliances
• Department of Health and Human Services/Office of
  Disease Prevention and Health Promotion, Hebni
  Nutritional Consultants, National Black Womens
  Health Imperative, Sickle Cell Disease
  Association of America, Tri-State Stroke Network,
  National Medical Association, National Bar
  Association, National Minority Health Month
  Foundation, National Black Caucus of State
  Legislatures, 100 Black Women of Northern
  Virginia Chapter
• Campaign Ambassadors
• Yolanda King, daughter of Martin Luther King
  Chef G. Garvin, from the TV Ones Turn Up the
  Heat with G. Garvin James Brown, NFL
  Commentator Will Downing, Jazz Singer
• National Corporate Sponsor
• PacifiCare

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Power To End StrokeAcquisition Exercise

• Exercise Scenario
• Congratulations! Your team has secured a meeting
  with a local bank (Acme Bank), with five branches
  in key locations within your community. In the
  initial exploratory discussions, you have gleaned
  that a few of their business and social
  objectives are
• Enroll more people in Acme Banks new checking
  accounts
• Increase current employee morale and help recruit
  new talent (70 of current employee base is
  African American)
• Make an impact on the well-being of the local
  community
• Using some of the principles and best practices
  that you have learned from this presentation,
  what are some steps you might take to prepare for
  the in-person meeting?
• What are some initial ideas for crafting a
  mutually beneficial sponsorship strategy that
  might be included in your presentation materials?
  

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Start!Make It Personal

• Adults will gain two hours of life expectancy
  for each hour of regular exercise,
  even if they dont start until middle age
• Brisk walking for as little as 30 minutes a day
  can bring significant heart healthy benefits and
  reduces chances for a stroke, bad cholesterol
  (LDL) levels and high blood pressure
• Healthcare costs are rising investment in health
  of employees is best one a company can make to
  decrease absenteeism, improve productivity and
  reduce insurance premiums

Losing weight made us look better, but the real
benefit is better health Ron and Janie got
serious about health after Ron suffered a heart
attack. Both had realized their weight
was out of control when a recent Christmas with
their grandchildren was overly exhausting. It
takes work and commitment, and it helps to have
each others support. I used to think golf was
exercising. Now I walk on the treadmill five
days a week for 40 minutes, Janie goes for nearly
an hour. Janie lost 35 pounds and lowered her
cholesterol by 100 points and Ron lost 40
pounds. Most importantly, they will be in better
shape to play with their grandchildren this
Christmas.
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Start! Showcase The Opportunity

• Reach your target audience
• Association with a cause that resonates with both
  men and women (35-54) and their employers
• There are 75M adults aged 35-54 in the U.S.,
  representing 30 of the population
• They control roughly 2/3 of the nations wealth
  and have 2.1 trillion annual spending power
• Obesity costs America 225.8 billion
  health-related productivity losses annually
• Adopting a corporate culture of health is best
  way to make change
• Opportunities include
• Positioning as an ambassador in the national
  fight against sedentary lifestyles
• Potential to help decrease the incidence of heart
  disease and stroke through promotion of healthy
  life- and work-styles
• Ability to customize a tagline for use in
  association with sponsorship activities, e.g.
  Insert Company is committed to promoting a
  physically active workforce
• Promotional rights to use campaign logo
• Presence at local events and other campaign
  activities, e.g. Heart Walk, CEO Breakfast, etc.
• Additional activities can be tailored based on
  mutually beneficial strategy
• Ability to adopt in-company walking program
  through state-of-the-art online tool
• Potential for recognition as one of Americas
  fit-friendly companies and reap associated
  benefits
• Inclusion in media outreach and visibility via
  collateral materials and online resources

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Start! Framing And Prospecting Exercise

• Exercise Scenario
• Your team has scheduled a meeting with one of its
  oldest Heart Walk sponsors, City Sport Club (a
  well-known local health club with 10 locations in
  the state), in advance of next years event
  sponsorship planning. You are interested in
  elevating this sponsorship to a larger cause
  relationship around the Start! campaign. At this
  meeting, your team would like to begin to
  introduce the new cause to the company and start
  a dialogue around what that sponsorship might
  entail.
• Before introducing the core elements of the
  campaign and sponsorship package, practice
  telling your personal story.
• How might you frame your story to help the CEO
  make a stronger connection to the cause and
  realize the impact his sponsorship could make?
• Beyond current Heart Walk sponsors, what other
  local companies would you consider approaching to
  support this issue?

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Bringing Cause Selling To Life

• Now, its time to apply what you have learned in
  this training to real-life cause selling
  scenarios. We ask that you refer to these best
  practices regularly and use them appropriately in
  each phase of the cause selling process
• Framing Cause
• Create timelines and set goals around each phase
  of selling process for all cause initiatives
  assign person responsible for each item
• Prospecting
• Develop prospect lists for each cause based on
  current corporate relationships that may have
  interest in specific cause/audience and new
  research into local companies whose
  audience/consumer outreach matches that of one of
  the causes
• Acquisition
• Start new dialogues off right by asking key
  questions from the start act as a consultant to
  the company on their sponsorship program rather
  than as a salesperson
• Retention
• Gather appropriate staff/volunteer team to
  customize new ideas for current Go Red sponsors
  add value for past Heart Walk sponsors by
  upgrading to new Start! sponsorships

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Thank You For Your Support and
Hard Work!
Embrace Our Cause Discover passion in
everything you do.
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