| TIPS ON WRITING
Let’s
Get Corporate
How to tailor your proposals to business donors
By Joseph Barbato
Years ago the president of a major university called on the
CEO of a Fortune 500 company. The university leader brought two
fundraising proposals with him. The one in the left inside pocket
of his suit jacket asked for $250,000 in scholarship support.
The other proposal—right pocket—suggested the company
invest $10 million in a new international studies program.
Each proposal made sense. I know. I wrote both of them. But
which should the president leave behind?
For all their cultivation of the prospect, university development
officers were uncertain whether The HighTech Corporation was eager
enough to counter the damaging negative publicity for its overseas
dealings to commit $10 million toward improved understanding between
cultures. The president would decide which ask to make during
the meeting.
The big moment arrived, and the president reached into the appropriate
pocket. He chose the right—the $10-million-dollar baby—and
was he ever wrong. The company CEO was livid at the outrageous
magnitude of the request. The university president departed hastily.
Months later, the university received a check for $250,000 from
High Tech in support of international studies scholarships.
The moral? Tailor your proposals to the interests of a corporate
donor—and hope your president will leave the right document
behind.
Joking aside, no amount of strong development writing will make
a proposal work when the donor is not ready. But always write
to the deep self-interest of the corporation so that your hook
is properly baited. Here are ways to win business support for
your work:
Demonstrate that the stars are in alignment.
The stars are beautifully aligned when a San Francisco-based
arts group
seeks a gift from a San Francisco-based corporation that supports
the arts. They are further aligned when the arts group’s
mission includes fostering participation in the arts by minorities--who
happen to be a significant part of the corporation’s market.
The closer the mutual interests, the greater the chance of a
partnership.
In this example, the interests include geography (the same city),
area of interest (the arts), and audience (minorities).
A national environmental organization with key programs in the
Midwest might find the stars gathering over a partnership with
a Chicago company that supports clean air and water.
“We have a lot in common, and here’s why,”
you are saying. “We have the same objectives, we’ve
done good work in areas that improve life for your customers and
employees, and there are special things we can do together to
our mutual benefit.”
Use photos that show places and people that resonate with the
prospect’s view of how it wants to be seen in the community
and nation. Cite numbers showing the potential impact of the proposed
work. Put your logos side by side on a corner of the proposal
cover to show how mutually reinforcing they clearly are.
Quickly state the benefits.
The first thing a corporate donor wonders is, What’s in
this for me? The fact that
you do outstanding work in his operating areas counts for nothing
if he does not believe an association with you will help meet
company goals.
What value do you offer the company?
Will the corporation sell more products because of you? Will
customers and employees be pleased? Will regulators think more
kindly of the firm? Does your project hold personal appeal for
the company chair?
Some nonprofits state the benefits of a gift immediately on
the opening page of a proposal. For instance:
Benefits to the Tristate Conglomerate
• Your company’s name on the museum wing
• Recognition in museum publications and annual report
• Gala company preview receptions at exhibitions
• And so on
Offer creative options.
Companies often have several pockets. If one won’t open
for you, another may. And the payout is not always in dollars.
When there’s little chance of funding from a corporate
charitable foundation or marketing budget, consider other ways
to work together as first steps toward a continuing partnership.
Are there opportunities for a cause-related marketing relationship
in which the company pays you for the right to use your name on
a product? Would a volunteer program for company employees work?
Do you need some of the company’s expertise in the form
of IT managers, say, on loan to you for six months?
One conservation group needed rugged vehicles for use on its
nature reserves and convinced a Detroit automaker to donate a
fleet of trucks. The vehicles in use outdoors to help protect
nature were featured in national print advertising.
Sing the praises of customers and employees.
Quite possibly your corporate prospect has a keen interest for
its own sake
in whatever it is you do. Chances are, however, he cares about
what you do because it will make customers and employees feel
good.
In an understated way, remind the prospect in your proposal
about recent polls showing that most Americans believe companies
have a responsibility to help support good causes. Suggest the
kind of impact your proposed relationship could have on the good
will of the company’s millions of customers.
And how about the improved morale of the employees who toil
all day in the anonymity of company cubicles? Wouldn’t it
be nice to boost their spirits with the company’s commitment
to the local community?
Be businesslike.
Folks in the company may dress down on Fridays, but don’t
slip a pair of blue
jeans and a tank top on your proposal. Think Wall Street Journal
meets Forbes at the company marketing retreat. Later, we can all
kick back with beverages.
For now, put your most efficient, can-do face forward and show
that you can talk the corporate talk and walk the corporate walk.
You are a well-managed nonprofit looking to do business with a
well-managed corporation. Be direct, sharp, and to the point.
Then be gone.
Oh, and never ask for $10 million from a CEO who’s not
prepared to give it.
This article originally appeared in Contributions
Magazine.
|
