“The New Face(s) of Corporate Giving” Gave Great Advice

I had no idea that I would be learning rather than doling out information when I volunteered to be a panelist for the Ad Council’s “The New Face of Corporate Giving” nonprofit workshop. The page of notes I had prepared to present on had to be tossed out and I had to wing my presentation because the keynote speaker, Gina Testa, VP of Marketing at Xerox, was so amazing! She covered everything from how to strategically construct your message to how to effectively reach the decision makers and motivate them to act. After Gina’s address, fellow panelists and I shared success stories and explained what our companies’ procedures are for giving. Surprisingly, there were a lot of consistencies and common practices.

Read on for key points discussed in the workshop that I think are helpful for any organization:

• Fighting for Limited Dollars:
  • Marketing and philanthropic dollars are more commonly being combined into one budget.
  • A monetary ask has to have marketing value to the donor.
  • Try to match your target audience demographics to the donor company’s target audience.
  • Consider co-branding opportunities/promotions.
  • Donors want to take a more active role – get them involved from the beginning and customize packages to meet their needs.
• The Message Behind Your Ask:
  • Should be relevant to the donor.
  • Should be customized – utilize PURL’s (personal URL’s).
  • Will be noticed if you are creative!
• Reaching the Decision Maker:
  • Use an appropriate media mix for best results. Direct mail is still one of best tools with clutter of e-mail but everyone should also be utilizing social media, YouTube, e-mail, online banner ads, and traditional mediums as well. As Gina Testa said – “Technology is here to stay, so jump on board or you will get left behind.”
  • Reach out during non-ask times to build/maintain relationships.
  • Say thank you. Follow-up after an event and provide results (hits to website, # facebook fans hit/liked, # people who received newsletter, etc.). Make the results of their involvement tangible.
  • Reach out to employees – ask supporters to present on your behalf and rally support from within their companies.
  • Become viral – ask supporters and their friends to “like” you and support you via social media networks.

In conclusion, you may have one question:  Who is this “New Face of Corporate Giving?”

Answer: It depends on who you are and what you do.

Obtaining donor dollars in today’s market requires research and customizing to the donor’s needs. To learn more about “The New Face of Corporate Giving,” contact Annie Sullivan at annie@adcouncilroch.org to obtain Gina Testa’s PowerPoint presentation.

-Janice Sherman
Most Enlightened Panelist

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Janice Sherman is the Corporate Director of Marketing at Wilmorite Management Group. She is responsible for branding, marketing, advertising, public relations, community involvement, and market research for Wilmorite. Janice also directs mall marketing operations including the development and implementation of strategic marketing plans, advertising campaigns, sales analysis, retailer marketing, and public relations. Wilmorite is a member of the Ad Council and is a great supporter of the Ad Council’s work with nonprofits in the community.

Find Janice on LinkedIn.