Fundraising - Generating Sustainable Revenue Streams

Overview

To receive the registered charities discount please type/write Charity in the special code box.

Course Objectives

• To increase your understanding of social enterprise in particular and non-traditional forms of fundraising in general.
• To begin to define the opportunities for creating social enterprise for your organisation and the companies or other entities with which you may collaborate.
• Increase your level of comfort with the concepts, principles and skills sets that are necessary to define and manage social enterprise and non-traditional fundraising for your organisation.

Public purpose marketing allows non-profit organisations to develop long-term income earning strategies by aligning with for-profit organisations, enabling them to become less reliant on short-term donations.

The relationship also benefits the businesses, which can align themselves with causes they and their customers believe in. This social repsonsiblity can become a significant factor in a company's bottom line by enhancing its corporate or brand image.

A limited number of Richard Steckel's new book "Cold Cash for Warm Hearts: 101 Great Social Marketing Ideas" will be available for attendees to purchase for only $40. 

Topics Covered

Public Purpose/Cause Related Marketing is very highly supported by New Zealanders.

This course will cover the latest research from ACNielsen. It shows that 94% of New Zealanders think it is a good idea for companies to support a charity, 84% continue to think more highly of companies that support charities and an amazing 57% would buy from a company that supports a worthy cause even if they are slightly more expensive. The key finding from the new research is that 62% say they actually have bought from a company that supports a worthy cause even if they are slightly more expensive!

Day One

Morning

• An Introduction to Non-Traditional Fundraising
  • Mind Set
  • Skill Set
  • Context/Trends/Research
  • Types
  • Examples

• Discussion of Non-Traditional Fundraising
  • Issues/Opportunities
  • Partner Examples
  • Key Questions

• Strategic Alliances
  • What Your Partners Need from You
  • What You Have for Them
  • What You Want from Them
  • Examples

• Implications of Strategic Alliances
  • What Could Go Wrong
  • Avoiding Pitfalls
  • Antidotes to Problems

  Afternoon

• Case Studies
  • Rationale
  • Product
  • Targeting Customers
  • Partners
  • Discussion

• Customer Segmentation Matrix
  • What Do You Have to Sell?
  • Who Will be Our Corporate/Institutional Partners?
  • Who Will be the End Users?

• Assets – Brainstorming Exercise
  • Current Assets – New Markets
  • Repackaged Assets
  • Newly Created Assets
  • Potential Partners: Corporate, Government, Philanthropic
  • Mechanisms – by Industry, in Our Lives
  • Constructing Strategies from Linking Assets

• Marketing Intangibles
  • What They Are
  • Matter of Fact Proof
  • How to Use Them
  • Shaping Public Perceptions
  • Discussion

• Foremost Statements
  • Why it’s Important
  • How/Where to Use
  • Discussion

• Reflections – Comments
  • Homework

  Day Two

  Morning

• Elements of a Pitch
  • Categories of Opportunity
  • Researching Prospective Partners
  • Case Study
  • Discussion

• Assessing Your Value to a Potential Partner
  • Questions to Ask
  • Action Research on Industry/Company

• Contracts and Networking
  • Knowing Who You Know
  • How to Utilise Existing Relationships

• Planning Exercise
  • Simulation
  • Four Key Questions
  • Choose 2-3 Corporate Partners
  • Choose Product/Service
  • Research Simulation Assumptions
  • Pitch to “Venture Forum”

  Afternoon

• Continue Planning Exercise

• Analysis of Simulation

• Strategic Alliances: Taking Them Further
  • Getting the Meeting
  • Dynamics of the Pitch Meeting
  • Follow-up – Negotiations
  • Agreement: Contracts and Plans

• Analysis of the Process
  • Discussion of Learning
  • Clarification of Issues and Opportunities
  • Wrap-up