SPONSOR & DONOR

ENGAGEMENTEvergreen: Development Team – Campaign Proposal

Stephanie Heintzman

HOW CAN EVERGREEN… manage corporate sponsor/ donor (partner) relationships?

… get corporate partners more engaged with Evergreen?

…be viewed as a model partner in innovation?

How was it presented?

• Part 1: Relationship Management• The Mutual Benefit of a

Cross Sector Relationship• The Research• Examples

• Part 2: Building Engagement• The Solution• V.I.P. Evergreen• Where Do We Start

• Resources• Sources• Appendix

HIGHLIGHTS

The Research

RELATIONSHIP MANAGEMENT

Relationship Management

Crash course in social psychology• Understand how isolated factors

determine the likelihood of staying in a relationship

• 3 theories

Practical Application• 1 case study (Harvard Professor)

Relationship Management:Theory example

•How to predict relationship stability and commitment

Stability of Relationship

Commitment to

Relationship

Satisfaction with

Relationship

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What we can control

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•3 stages/types of collaborations • between NPOs and Corporations• Distinct features and characteristics

•Determine stage of current relationship using detailed chart

•Follow suggested strategy• Factors include:

• level of engagement, importance of mission, magnitude of resources, scope of activities, interaction level, managerial complexity, strategic value, how to create value at each of the 3 stages, etc.

Relationship Management:Case Study – Harvard Business Review

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Relationship Management:Case Study Continuation - Value Management

1. Value Definition

2. Value Creation

3. Value Balance

4. Value Renewal

Systematically analyze and understand the value with each corporate partner

Source: -----------------

The How

PARTNERSHIP CAMPAIGN

How to Build Engagement

V.I.P EVERGREEN

V.I.P Evergreen:Campaign Goal

Campaign focus

Define Value

Create Value

Measure/ Ensure Value

Balance

Value Renewal

Goal: To balance the value the relationship

Source: -----------------

V.I.P Evergreen: Measurement

Goal: To balance the value the relationship

• Engagement• Participation in programs (attending events, communicating via social

media, etc)• Potential participation in programs • % of collaborative projects• Time spent

• Financial• % change in funding according to engagement

• Awareness• % change in new funding • % change in new business partners

V.I.P Evergreen:Positioning Evergreen

• Environmental sustainability & innovation hub• Leading by example• Sharing knowledge• Disruption

• Collaboration for bigger impact• Me/ Them ‘We’• Mutually beneficial relationship• Community focused

• We can’t change the world on our own.

VIP Evergreen: Program Structure

5. Standing Out

4. Sharing

3. Community Involvement

2. Expanding Our

Community

1. Our Community

• To be launched in 5 stages

• 21 Programs

VIP Evergreen

Our community

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Extending Our

Community

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Community Involvemen

t

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Sharing

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Standing out

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The How

PARTNERSHIP CAMPAIGN

Next Steps/ Call To Action

WHERE DO WE START

Next Steps

1. Define existing partnerships/relationships on ???

2. Identify which relationships have potential for deeper engagement• Alliance drivers/ CC

3. Identify where each relationship is at value management

4. Focus on building “Our Community” and “Expanding Our Community”

5. Make plans for “Community Involvement”

6. Think of the big picture

SOURCES

Sources Used• Austin, James. (2001). Connecting with Non-profits. Harvard Business

School: Research & Ideas. Retrieved from: http://hbswk.hbs.edu/item/2489.html

• Austin, James E. (2007). Strategic Collaboration between Nonprofits and Businesses. Nonprofit and Voluntary Sector Quarterly. Retrieved from: http://www.nioc.ca/learning-development/peer-support/focus-areas/wp-content/uploads/2012/07/Strategic-Collaboration-Between-Nonprofits-and-Businesses.pdf

• Andreasen, A.R. (1996). Profits for nonprofits: Find a corporate partner. Harvard Business Review, 74, 47-59. Retrieved from: https://hbr.org/1996/11/profits-for-nonprofits-find-a-corporate-partner

• Emerson, R. M. (1976). Social Exchange Theory. Annual Review of Sociology, Vol. 2, pp 335-362. Annual Reviews.

• IEG. (2015). New Year To Be One of Growth and Challenges For Sponsorship Industry. IEGSR. Retrieved from: http://www.sponsorship.com/IEGSR/2015/01/06/New-Year-To-Be-One-Of-Growth-And-Challenges-for-Sp.aspx

• IEG. (2014). Sponsorship Spending Growth Slows in North America As Marketers Eye Newer Media and Marketing Options. IEGSR. Retrieved from: http://www.sponsorship.com/iegsr/2014/01/07/Sponsorship-Spending-Growth-Slows-In-North-America.aspx

• IEG (2013). 2013 Sponsorship Outlook: Spending Increase Is Double-edge sward. IEGSR. Retrieved from: http://www.sponsorship.com/iegsr/2013/01/07/2013-Sponsorship-Outlook--Spending-Increase-Is-Dou.aspx#.VOTauYcm23M.twitter

• Kanter, R.M. (1968). Commitment and social organization: A study of commitment mechanisms in utopian communities. American Sociological

Review, 33, 499-517

• Levinger, G. (1979). A Social Exchange View on the Dissolution of pair relationships. In R.L. Burgess & T.L.Huston (Eds), Social Exchange in Developing Relationships (pp. 169-193). New York: Academic Press.

• Meyer, J.P., & Allen, N.J. (1984). Testing the “side-bet theory” of organizational commitment: Some Methodological considerations. Journal of Applied Psychology, 69, 372-378.

• Miller, R. S. & Perlman D. (2009). Intimate Relationships – Fifth Edition. New York, NY: McGraw-Hill Companies. – pg 3: Aron et al., 2004; Agnew et al., 1998, 2004

• Nielsen (2013). Consumers Who Care. The Nielsen Company. Retrieved from: http://www.slideshare.net/GaldeMerkline/nielsen-globalreportconsumerswhocareaugust2013

• Rusbult, C.E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Psychology, 16, 172-186.a

• Rusbult, C.E, Martz, J.M. & Agnew, C.R. (1998). The Investment Model Scale: Measuring commitment level, satisfaction level, quality of alternatives and investment size. Personal Relationships, 5(1998), 357-391).

• Wang, Lili & Ashcraft, Robert F. (2013). Organizational Commitment and Involvement: Explaining the Decision to Give to Associations. SAGE Journals. Retrieved from: http://nvs.sagepub.com/content/early/2013/12/12/0899764013515755

• WWF (2015). Companies We Work With. WWF: About Us. Retrieved from: http://www.wwf.ca/about_us/howwework/business/companies_we_work_with/