Jennifer Connolly Junior Achievement of Western Massachusetts.

CREATING WIN-WIN CORPORATE PARTNERSHIPS

Jennifer Connolly

Junior Achievement of Western Massachusetts

GOALS:

Identify minimum of 3 key strategies to create meaningful corporate/non-profit partnerships.

Apply key strategies to develop new corporate/nonprofit partnerships or enhance existing partnerships.

Demonstrate the ability to research potential corporate/non-profit partners and outline key shared values.

Agenda Introduction (10 minutes)

Personal Corporate or Nonprofit

Goals for the workshop (10 minutes) Presenter’s Intended Goals Attendees’ goals-Why did you select this workshop session?

What is Creating Shared Value? (5 minutes) Understanding the different ways that corporations and nonprofits can work

together- Discussion and sharing materials (10 minutes) Group Breakout Discussions- What does your organization/business bring to a

partnership? (divided by Corporate attendees and non-profit attendees) (15 minutes)

Finding the right partner… (interactive web searching) (10 Minutes) How to Create Meaningful assessments/ Measureable Outcomes

(10 Minutes) Group Breakout Discussions–Creating meaning assessments for your

organization’s partnership (15 minutes) Conclusion- Q&A (5 minutes)

Corporate Social Responsibility

Value: Doing Good Recipients: Citizenship, Philanthropy,

Sustainability Discretionary practice or in response to

external pressure Agenda is driven by external reporting

and personal preferences Limited impact of corporate footprint and

CSR budget

Creating Shared Value

Value: Economic and societal benefits relative to cost.

Joint value creation for business and society

Joint planning & strategy Agenda is business centric and internally

generated Realigns the entire company budget Example:https

://www.youtube.com/watch?v=1vK3cxnP6I4

Creating Shared Value

Creating Shared Value (CSV) offers exciting new opportunities for nonprofits to collaborate with companies for mutual benefit, to build truly meaningful and impactful partnerships and advance positive social change.

Combining the non-profit’s local knowledge with a company’s ability to scale up, can really create value on both sides of the equation

Why?

According to Mark Kramer’s article, “Catalytic Philanthropy” in the Stanford Social Innovation Review (Fall 2009), it’s not only beneficial but absolutely necessary for the two sectors to collaborate, leveraging all available resources, in order to achieve the next generation of long-term social impact. 

Benefits for Corporations

Reputation and brand enhancement.  Positive media coverage and low-

cost advertising.  Personal and corporate sense of well-

being.  Product and service improvements.  Valuable professional development. 

Find a good fit.  Play by the rules. Confirm the non-profit’s tax-exempt

status by contacting the IRS by phone at 1-877-829-5500 or atIRS.gov/charities.

Cause marketing: How to partner with a non-profit

Make it official.  Have a formal written agreement with

the non-profit, signed by both parties, that spells out your involvement, how your donation will be handled, and how long the program will last.

Cause marketing: How to partner with a non-profit

Focus your efforts. Get the word out  

Cause marketing: How to partner with a non-profit

Unlimited Opportunities Cause marketing -

Unlimited Opportunities

Matching gifts 

Non-cash gifts 

Unlimited Opportunities Customer giving- 

Unlimited Opportunities Volunteerism- 

Next Steps

Map Roles & Responsibilities at the Start

Be Transparent About Your Personal Goals

Identify Common Goals Measure Outcomes and Adjust

Relationships

 Relationships are at the core of successful corporate partnerships and this means that the charity must invest in understanding the reasons companies give and what their needs are.

Understanding Why Companies Give… Companies want strategic partnerships

that do good in the community while also helping the company to do well.

Companies give to build strong and healthy communities. This is good for business.

Companies also (and importantly) give to reinforce their brand and reputation;

Non-profits: Telling Your Story

Tell the company what your nonprofit can do for them. Tell them what marketing opportunities you bring to the table:How you'll advertise their gift, How many consumers you touch How aligning with your organization

positions them as a good corporate citizen.

Tips For Non-Profits

Serve the Business Spare the Cash Lead the Way Manage Impeccably Well

Communicating Effectively Charities need to be: organized and

strategic, efficient in their communications.

 Communications and public relations expertise must be on hand, and of high quality

Partnership Analysis Rubric Funding/Duration   Shared Value Co-Branding  Engagement 

Developing Effective Measurement Tools- Terms

Output is the direct result of a business objective or program goal.

Outcome is a change that has occurred over a longer term.

Impact is the result of the program when you take away what would have happen in any case, without the program being in place.

Outcome Measurement Outcome measurement is “a systematic way

to assess the extent to which a program has achieved its intended results.”

The main questions addressed in outcome measurement are: What has changed in the lives of individuals, �

families, organizations, or the community as a result of this program?

Has this program made a difference? � How are the lives of program participants better �

as a result of the program?

The Logic ModelInputs/Resources Activities Outputs Outcomes

The Logic Model

Inputs/Resources

 What inputs or ingredients do you need to operate your program?

How large a budget?

How many staff?

The Logic Model

Activities

What will you do? What methods will you use to deliver your technical assistance? What content areas will you cover? What level of assistance will you provide?

The Logic Model

Outputs

What will be the tangible products of your assistance? How many hours of training will you provide? How many people will you train?

TIPS FOR CREATING A LOGIC MODEL

• Take large pieces of newsprint and hang them on the wall.

• Write down one component of the logic model on each sheet.

The Logic Model

Outcomes

What impact will your product/service have on your clients?

What is reasonable to expect in the way of change?

Conclusion

Questions & Answer?