Cancer Council NSW shines a light on the strategies it has used to build a successful corporate partnerships program at the Big4 conference in October.
Cancer Council NSW Corporate Partnerships Manager Alesha Hope is set to reveal the approach she took to secure corporate partners, including a multi-faceted agreement with Qantas Wellbeing, at the upcoming Big4 fundraising conference in Melbourne.
In 2016, Hope was tasked with the mission of establishing a corporate partnership program at CCNSW. While the organisation had traditionally been very strong with direct marketing and campaign fundraising, it had never focused on corporate partnerships.
By understanding and packaging up its offering, CCNSW significantly increased annual revenue from this fundraising stream from $80,000 a year to over $1 million. As a result, its solid partnership base now includes AMP, Westpac, Humanitix, Suncorp, Qantas Wellbeing and Newcastle Permanent.
Setting clear objectives
In a recent F&P article, Hope said one of the key pillars that enabled CCNSW to build a successful corporate partnerships initiative in a short period of time was having clarity around the program’s objectives.
“The success of any program relies on a clear objective defined from the outset. Our Corporate Partnerships team has a clearly defined objective statement: To engage with corporate organisations through mutually beneficial relationships to raise funds for a cancer-free future. The program sits within the Fundraising Division, our purpose is to raise funds for CCNSW and is fully supported by our board and executive team,” Hope said.
The 2019 Big4 conference will show you how to raise more money through major gifts, corporate partnerships, trusts and foundations and gifts-in-wills. Don’t miss out! Click here for more information and to register.
“We look for organisations that share our values and are passionate about progressing our mission in a variety of ways. Financial support can significantly progress work in programs, research and local communities, so its always our core objective.
“Financially supporting our mission always forms part of our partnership with a corporate organisation, but we see real value in leveraging the expertise of their employees and their products that may help to reduce or neutralise our costs.”
Hope said that it is really important to know what you want and don’t want from your corporate partners.
“As we are clear on our objective, we are comfortable in choosing not to partner when our objectives don’t align. This isn’t always easy, but it’s important for the success of our team given our limited resources.”
The Big4 conference, to be held on 23 and 24 October at the Pullman on the Park in Melbourne, will feature best practice ‘how-to’, the latest industry trends and research and thought leadership across major gifts, trusts and foundations, corporate partnerships and gifts-in-wills. Click here for more information and to register.