There are many benefits for charities and endurance event companies to partner with for-profit companies. For-profit companies also have much to gain from these partnerships.
Social Endurance has created this guide to support charities and endurance event companies that realize the opportunity in these partnerships. The focus of this guide is to help increase the efficiency in developing these partnerships.
Strategy / Plan
Outreach Planning - Increase Efficiency
Review / Measure Progress
Strategy & Planning:
Develop the benefits and value for corporate teams to engage with your events and organization. Offer events that support:
Increase employee engagement
Support employee health and wellness
Support community engagement initiatives
Increase employee retention
Develop the marketing collateral to promote your corporate partnership program online and through brochures (PDF)
Highlight all events that provide an opportunity for corporate teams to engage with your organization. Focus on team-building events
Highlight the benefits for corporate teams
Create corporate team testimonials
Highlight your organization's mission and values
Highlight your cause
Briefly describe your organization's history
For charities, describe who your organization serves
Briefly describe your financial accountability
Create Cause Marketing Opportunities
Highlight your event metrics and impressions
Summarize your donor base/participant demographics
Highlight past successes
Describe your organization’s geographic locations
Impressions by social media channel
Email database statistics
Approved images and copy
Set goals for ROI
Create Sponsorship Opportunities
Describe events and the benefit for teams
Number of participants at the event(s)
Demographics of event participants
Event engagement platforms with engagement levels
Client marketing collateral available at the event
Develop client engagement opportunities with the audience
Highlight the metrics and impressions
Impressions by social media channel
Email database statistics
Develop sponsorship levels and costs
Create re-engagement opportunities for clients to engage in other events
Create a Sales & Outreach Plan
Goals. Create goals that are measurable for revenue and outreach. It’s important to track the outreach efforts, online efforts, and person-to-person outreach efforts so you can see what’s working and what’s not. By tracking the outreach efforts, you will be able to determine what efforts provide your organization with the best results. Focus on efficiency. Create a timeline for goals. Be sure to have these goals on ‘paper’ and review them with each team member to receive feedback. Provide each team member with a copy of the goals, roles, and responsibilities.
Roles. Create clear roles for each person involved with the sales and outreach. Have these roles in writing and review them with each person on the team. Make sure there is a clear understanding of the roles of each person and provide them with a copy of the roles, goals, and responsibilities.
Responsibilities. Create clear responsibilities on paper for each person on the team with timelines. Share these responsibilities with each team member and request feedback. Provide each team member with a copy of the responsibilities, roles, and goals.
Review. Review your outreach and revenue per your plan. Do this as a team. Review the metrics that will determine if your efforts are enabling you to reach your goals or if changes need to be made. Discuss successes and challenges. Make the necessary changes to increase your success rate.
Outreach Planning (Increase Efficiency)
Before beginning your outreach, research and identify the for-profit companies that are the most engaged in the community and share similar interests to your organization. The focus of this work is to increase the efficiency in your outreach efforts.
Donor/Participant Databases (Primary Data)
Review employment data for donors/participants. Find multiple employees from the same company
Find key decision-makers (CEO, COO, VP’s, etc.)
Develop primary data. Use a third-party service like Social Endurance to develop employment information for your donor/participant database (complete through an NDA).
Secondary Data (Outside Your Databases)
Research for-profit companies that are the most engaged in your community and that share similar values, industry, and interests
Leverage third-party companies like Social Endurance to find the employers and employees that are the most engaged in the community and outdoor sporting events. The focus with secondary data is to significantly increase the efficiency in securing corporate partners
Review past and or current corporate teams. Develop the relationship to grow their engagement. Ask them for testimonials and ask them to help support your corporate team engagement efforts (Ambassadors)
Outreach (Consistency is Key)
Develop your SEO (Search Engine Optimization) to highlight your corporate team partnership program
Create social media campaigns that highlight your corporate team partnership program and benefits
Implement email campaigns to promote your corporate team programs
Outreach to QUALIFIED Prospects
Reach out to qualified prospects from your donor databases (Online, in person, and phone calls)
Reach out to prospects from your Secondary Data reports and research
Define the roles, responsibilities, and goals for Corporate Ambassadors
Educate Corporate Ambassadors on the Corporate Team Partnership program
Provide your Corporate Ambassadors with the marketing collateral and all resources to support their efforts
Set monthly meetings to review successes and challenges
Measure performance compared to goals and make the necessary adjustments to increase efficiency and effectiveness.
Measure performance monthly
Review performance with the team
Discuss successes and why the successes occurred
Discuss challenges and why the challenges occurred and how to overcome the challenges
Make the necessary changes to increase efficiency
The Benefits of Corporate Partnerships
Why should charities and endurance event companies engage with corporate teams? Here are the benefits of engaging with corporate teams:
Efficiency increasing event participation and revenue (Group participation in events)
Corporate team fundraising and corporate matching
Leverage corporate partner's social media, email, and online assets
Team volunteer opportunities
Leverage the professional talents of corporate volunteers
To learn more about the benefits of engaging with corporate teams or how to do this efficiently, visit socialendurance.com. Social Endurance partners with charities and endurance event companies to grow event participation and revenue through corporate partnerships.