Latest / We Are For Good Podcast - The Podcast for Nonprofits / 138. Back to Basics: Corporate Giving - Jonathan McCoy, CFRE and Becky Endicott, CFRE

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138. Back to Basics: Corporate Giving - Jonathan McCoy, CFRE and Becky Endicott, CFRE · We Are For Good Podcast - The Podcast for Nonprofits

• 0:01
  Jonathan McCoy: Hey, I'm john.
• 0:02
  Becky Endicott: And I'm Becky.
• 0:03
  Jonathan McCoy: And this is the we are for good podcast.
• 0:06
  Becky Endicott: nonprofits are faced with more challenges to accomplish their missions and the growing pressure to do more, raise more and be more for the causes that improve our world.
• 0:15
  Jonathan McCoy: We're here to learn with you from some of the best in the industry, bringing the most innovative ideas, inspirational stories, all to create an impact uprising.
• 0:23
  Becky Endicott: So welcome to the good community. We're nonprofit professionals, philanthropist, world changers and rabid fans who are striving to bring a little more goodness into the world.
• 0:34
  Jonathan McCoy: So let's get started. Hey, Becky, Happy
• 0:37
  Becky Endicott: Friday, everybody.
• 0:39
  Jonathan McCoy: It's a good day around here. We're talking about corporate giving.
• 0:42
  Becky Endicott: We're gonna talk about corporate giving. Today we're going back to basics. And I think this will be really intriguing to talk about post pandemic.
• 0:48
  Jonathan McCoy: Yeah, there's a reason we broke out corporate giving, because you know, over the last few weeks, we've talked about annual giving, and major gifts and donor relations and step through some different conversations. But corporations are just different. They just are even though their donors, and they may fit in some of those categories already. They have different motivations, and they have different things driving their decisions. And so we want to unpack that. So you can partner up and get some, hopefully some huge corporate gifts.
• 1:12
  Becky Endicott: Absolutely. And I think that you set the tone really well was saying that they don't naturally fit into a box like everybody else in terms of our donors, and how we steward foundation gifts and planned gifts, they are just their own animal and finding a way to align your values and to show up authentically foster relationship with the right person at the corporation or at this company, is really going to make all the difference as you make inroads developing a long term relationship with the companies that want to be a part of your mission.
• 1:46
  Jonathan McCoy: And we also just really feel like this is a moment in time, you know, it feels like the world kind of changed in the last year. And there were undercurrents of this happening and already in process, but feels like we're stepping out of the pandemic.
• 1:57
  Jonathan McCoy: And social responsibility is just part of the fabric of every company moving forward. So excited about it. Yeah. And it just changes the game in terms of how we would appeal and how we can connect. And I do think you've already mentioned values.
• 2:10
  Jonathan McCoy: And I think that is the most powerful place to start is because as corporations kind of find their soul, so to speak through this awakening, it's also an opportunity to find alignment of the values that drive your organization and your mission, and to lock arms and get in lockstep with corporations that would, you know, align with the mission that you're lifting.
• 2:32
  Becky Endicott: I mean, this is the great equalizer, and I'm so pumped about it, you know how much I love fairness. But it's like, for the first time ever, stakeholders are becoming as important as shareholders. And we are equalizing the business of doing business. And so the fact that nonprofit has such an opportunity to pour into this movement, and make sure that you're making smart alignments is really going to be able to help you set your corporate giving program on fire, and we are so excited about it. So dive into definition, like the first place to start.
• 3:06
  Jonathan McCoy: Yeah, sounds good. So corporate philanthropy is referring to the investments and activities that a company voluntarily undertakes to manage and account for its impact on society.
• 3:17
  Becky Endicott: That was like a really buttoned up way to say that, they've got to figure out companies need to figure out how the things that are solving the largest systemic problems in the world within their communities, how can they can pour into them and be a part of moving missions forward.
• 3:35
  Jonathan McCoy: So this whole topic of corporate social responsibility, you'll hear it referred to as CSR is a huge driving force in our economy today. And we're gonna talk about just a cog of that today.
• 3:44
  Jonathan McCoy: We're really talking about the philanthropic side of it, the corporate philanthropy piece of it. But CSR super fascinating and it is driving a lot of the conversations about corporate giving.
• 3:55
  Becky Endicott: I just love CSR and I immediately I have in my head like Subaru, and Subaru Subaru, you just your agency just did a great job. But I think about they are so clear in their ads about the nonprofits that they serve. And they story tell the story. So Well, I mean, I can think of a couple of meals on wheels, stories that had been their commercials. And I mean, the Subaru portion is just kind of a back end or a book and part of that story. So there are companies who have been doing this who have been gently moving the needle or moving the chess pieces to align, and Now is your time to jump in. And so there's a lot of different types of corporate philanthropy and we want to dive into four of them.
• 4:37
  Becky Endicott: One of them is just their employees. The employee is literally a way to set your philanthropy up for success that brings in a lot of people. So we've seen this a lot. I know simple modern, when we had simple monitoring on the podcast a couple months ago, they were talking about how they empower their employees to give back and to give generously which As their mission, some of these corporations give their employees a flat amount to give away to a nonprofit, sometimes they give them time off, to go and serve within the community.
• 5:08
  Becky Endicott: And so I think even just having an employee stand up and raise their hand and tell their company, this is something that's really important to me.
• 5:18
  Becky Endicott: And this is why we're finding that companies are listening to their employees and pouring into the passions of theirs employees. So that's one way that they can also pour into philanthropy. And
• 5:27
  Jonathan McCoy: for those that don't give the stipend just like a workplace giving campaign is a huge model. Obviously, United Way has used this to grow their support over the years. But employees and you know, if you've listened to the podcast, we firmly believe in employee giving of what it does, culturally. So that is an incredible way to get in front of, or inside a corporation in a given capacity. The second is probably the most well known is community grants, right? So corporations will make these type of grants, they may have a formalized process, or if it's locally owned, it may be just, you know, knowing the right person to talk to. But this is, you know, one of the probably the easiest ways to get support from an organization, especially if you're aligned on values, and create these really great long term relationships with the community. And these organizations
• 6:10
  Becky Endicott: love that one.
• 6:10
  Becky Endicott: Okay, number three, volunteer support. So even if a company cannot make a financial gift to your organization, they have so much human capital within their walls that they could leverage to do good in the community. So I think about organizations that say, we're going to put 100 of our employees out on the front line for Habitat for Humanity, they these days, or, you know, we also had a partnership with a charter school in our community and our organization put 150 mentors in and we were all set up with an individual kid. And that has resonance that helps move the mission forward, there was no exchange of goods there other than our time, and I think volunteers can make a really big impact in corporate philanthropy. I love that because it forces you to think creatively about what you're asking maybe to a corporation.
• 7:04
  Becky Endicott: Okay, and the last one is just corporate sponsorships. This is when you're going to ask a corporation to sponsor a table or maybe underwrite a certain aspect of an event is probably the most common thing. very transactional giving, I
• 7:15
  Jonathan McCoy: would say, which of course, if you hang around these parts most, we're going to tell you to move beyond the checking the box and just the transactional giving. Because we want to connect on values, we want to connect at bigger Meteor things I said meet on the podcast,
• 7:29
  Becky Endicott: the vegetarians.
• 7:31
  Jonathan McCoy: But truly like these more transformational relationships, those are the ones that are going to move the needle for your mission in a bigger way.
• 7:38
  Becky Endicott: Okay, I feel like you teed me up really nicely to go into what is the we're for good arc, on corporate giving. And the first one has got to be what you just said, How do you define your values, and then align giving according to those values, though, your companies, they all have missions, they all have their own values? And looking at what those are understanding where they move within your community, where are they giving? How are they using their people using their messages using their platforms to advance these values. If you can figure that out and align it with your own organization, you're going to be lightyears ahead of every other off development officer fundraiser, who walks in the door asking for a gala gift. So that would be the first one is aligning those values. And you're giving.
• 8:28
  Jonathan McCoy: And I think, you know, one of our favorite people, Mallory Erickson teaches that you would thread that into your request, you know to is that showing that you know that and so showing that you understand the alignment you have on values, is going to put you just like what you said back just so much further ahead.
• 8:43
  Becky Endicott: Mallory is the wisest on this, and she is going to teach you about rethinking how you build partnerships. We have a great episode that she broke that down Episode 60. So yeah, refer back to that, we'll include it in the show notes.
• 8:57
  Becky Endicott: Okay,
• 8:57
  Jonathan McCoy: the next approach that I'd really encourage you to do is really view it as a partnership. So redefining the relationship, a partnership is different, because there's some expectations on both sides, that you're both coming to the table looking to gain something. And this doesn't make it slimy. You know, it's just the
• 9:15
  Becky Endicott: opposite.
• 9:15
  Becky Endicott: Actually,
• 9:16
  Jonathan McCoy: that's the realities of working with corporations, they have a business objective that has to be in alignment with why they're making this investment. Sure, maybe there could be some favors sometimes of Oh, I'm gonna sponsor this table because someone else sponsored a table on my behalf later. But this is really trying to get to what would advance their business goal, what would be open them up to a new market, or maybe get them in front of people that are their target audience, try to think through the lens of that.
• 9:40
  Jonathan McCoy: Because if you can come as a partner, and realize that you do have things that you're offering to them as an organization, it's going to better position you to close that gift.
• 9:49
  Becky Endicott: And who would rather be you know, a dinky little nonprofit who's coming I'm like, seeing you're hunched over I'm hunched over I've got my mom Oliver you know the movie all of her like holding my bowl out saying Please, sir may have some more that doesn't feel good going to a company, it's really about, hey, we have some value that we can add to your business. And I think that there could be some serious alignment where we could mutually benefit.
• 10:14
  Becky Endicott: So that just feels better to me too. And it goes into the third one, which is we need to move beyond those traditional transactional asks to find alignment in our shared goals.
• 10:26
  Becky Endicott: It just is such a healthier conversation to say, rather than Will you sponsor my gala, and move toward we have a really big initiative that we are trying to solve a crisis in our community.
• 10:39
  Becky Endicott: it aligns with your values, how do you see yourself pouring into how we're going to solve this problem that feels so much better? Hey, friends, we wanted to take a moment to thank our amazing sponsor gift butter, the world's fastest growing online giving platform powering more than 35,000 causes. One of these is family reach a national nonprofit dedicated to eradicating the financial barriers that accompany a cancer diagnosis. Like many of us, they were unsure how they were going to replace their critical in person fundraising events during COVID. Family reach put gift butters virtual fundraising tools to use by hosting a super fun and engaging celebrity chef cooking challenge, where they raise more than $350,000. And if you think this was a one off success, think again. They just did it again and raise more than$600,000 family reach raves about give butters ability to livestream video alongside their real time supporter feed, and saw how the threaded comments engage their audience beyond what was possible on other platforms. It's buttery goodness at its finest. Don't miss the full success story in our show notes, ready to explore how gift butter can help your organization take your online fundraising to the next level, check them out at gift butter.com.
• 12:30
  Jonathan McCoy: Okay, the other one would be the gift and kind opportunity. You know, this is one that you just need to creatively put in your tool belt. But there's going to be organizations that have some kind of asset, maybe it's a technology product, maybe it's a space that you would love to be able to rent, but look for opportunities that you're not always asking for a cash gift, is there a partnership in a certain way, because that is a much easier yes for corporations to get into. Because it's not going to have the hard costs associated with getting your check.
• 12:58
  Becky Endicott: So smart. And I have to tell you, I've been in organizations that push back on this, and I'm telling you it is worth fighting for because the cost savings alone will make your bean counters really, really happy. So our next one is you need to be able to define your impact incredibly well. So if you can dig into the guts of that corporate gift, how many people did it impact? What were the stories that lifted out?
• 13:24
  Becky Endicott: What is the change, you've been able to see it as a result of getting that gift? How did it help move your mission forward to a place we never could have gotten without this partnership.
• 13:35
  Becky Endicott: If you can define that, particularly on the social impact side, you are going to foster and steward that relationship so well that the nest next ask will be much easier. Well,
• 13:46
  Jonathan McCoy: that is a perfect segue into reminder, you are providing value back to them. And especially in this world of CSR, they're going to want to talk about their impact.
• 13:58
  Jonathan McCoy: And so you can help field that story you can help show kind of the social humanitarian side of the work that they're getting involved in, in the community level and through your organization. So keep that in mind. Some other benefits that that nonprofits can really step in and add to organizations is that you're helping to build a more positive work environment, you know, when these type of campaigns or partnerships, we've even seen this as we've partnered with companies through we're for good is that it just lifts the sails of people in the organization. You know, people love getting shout outs, people love getting featured and thanked. And that can be a trickle down for your work environment.
• 14:34
  Becky Endicott: Okay, I think another benefit would just be increased employee engagement.
• 14:36
  Becky Endicott: If you look at any report across the country, employees who are engaged with causes through work are happier employees, they enjoy their jobs, more, retention is higher, mental health is improved. There are so many benefits to adding employees to your giving and corporations are seeing that.
• 14:58
  Jonathan McCoy: Okay, this one is from a PR perspective, it helps create a positive public image. And so you can do that as a nonprofit, the way you showcase the relationship, the way that you you know, recognize and steward things that we talked about in the donor relations episode. Everything that you do is helping to lift the public image of the corporation and that's a huge benefit. It's this outside party talking really positively about them. It's hard to get that type of you no fanfare, so
• 15:23
  Becky Endicott: yeah, acity for sure. And I think the last one that is such a big benefit to companies is by virtue of this partnership between us. We are enhancing their Consumer relationships, customers are looking at the company and saying this is actually a conscious company, they're they're thinking about their footprint on this world, they're thinking about how to give back.
• 15:44
  Becky Endicott: It's not just about the bottom line, they're actually investing in people and in problems, and that is going to enhance that consumer relationship.
• 15:54
  Jonathan McCoy: Okay, so we have, you know, Read Across a few trends that we're seeing in 2021, of just like, how is this shaping at really the national level, and one is that corporations are beginning to look at building year long plans around giving. And this has been true, you know, since we were in fundraising as well, is that you it's really about timing, you know, timing is really critical.
• 16:12
  Jonathan McCoy: So understanding your corporate donors, as a donor, you know, there's certain times a year that they're budgeting and planning, and there's certain times a year that that budget is already set. And so you need to have their critical conversations, especially if you're looking for a cash gift at the right time of year. That makes sense for the organization. I
• 16:30
  Becky Endicott: think that one's so good and so often overlooked.
• 16:32
  Becky Endicott: Because we get so wrapped up in our timelines, I think about an event timeline, if you're putting something together like a golf tournament, you know, that golf tournament, you may just be ramping up for six months time frame before you actually have your event? Well, that's not necessarily the timeframe that a company could be budgeting. So you really have to have those conversations preemptively to help you plan.
• 16:56
  Becky Endicott: And the best way to do that is with trend number two, which is foster authentic relationships with the right person at the company. Just because you are a person who is coming in looking for gifts doesn't mean you need to go straight to the CEO, or straight to the head of the company's Foundation, you need to look around and find the right person, it could be community relations, it could be in maybe some of them, have CSR departments, find the right person, it may not necessarily be the person at the top. We know this because we work with foundations. And we know the program officer is sometimes the most influential and instrumental person to getting our gift through the door, you need to find the program officer, I'm using air quotes in these companies, you need to foster a really authentic relationship with them, get to know them, understand what their goals are, and do all those things that we talked about up above that are going to set your corporate giving on fire.
• 17:55
  Jonathan McCoy: And you know, marketing and messaging is key, you know, we geek out on these types of courses, put that one in there. But really think about how are you positioning your need your value, your impact, wrap these stories and visuals around it, and do it through the lens of understanding their motivation, understanding the position that they're coming from understand who the stakeholders would be and making the decision around sponsorship or making this partnership gift and created in a way that's going to resonate.
• 18:20
  Becky Endicott: I love that. And I think our final trend, and we've already said it twice, we may say it two more times warning, corporate social responsibility is exploding in our sector right now. If you're not actively aligning, figuring out a way to go in with a CSR speech about why your mission is doing the most good in your part of the world and why a company should align, you are missing out. I want to implore you right now, to have this conversation as an organization define what it looks like to you, how are you going to use those messages to align, I really think it will launch your corporate giving to new heights in this next year.
• 19:00
  Jonathan McCoy: So I really think we've stepped out of this year from the pandemic. And we're just seeing the shift that you're alluding to Becky, and just consumers attitudes and just the way that we interact with brands and the companies that we support through our own, you know, purchases and things like that. And so that is absolutely playing into this, you know, there's an emotional or physical or social reckoning happening all at the same time.
• 19:21
  Jonathan McCoy: And we need to realize that that has been amplified in the business world. And so those are the trends and understanding that is going to allow us to create the right kind of appeal and the right kind of connection points. earlier this season, we get to have the godmother of connection on the podcast and I want to just geek out for a minute about Susan MacPherson
• 19:41
  Becky Endicott: I mean people are drinking because we've dropped Susan's name again. But mine's a Diet Coke. But I, Susan is the queen on creating meaningful partnerships and showing up in a way that can authentically bring your true self to a conversation with a company. Yeah. And
• 19:59
  Jonathan McCoy: she like really was on the frontlines of the social impact sector altogether.
• 20:03
  Jonathan McCoy: But you know, she came on the episode in Episode 75, earlier this year, and she turned it on our heads of how we viewed corporate, you know, giving and I want to lift a few of those topics that she shared with us because I think they're so super smart and can really guide your strategy. And the first is understanding that it's not about what the for profit can do for you. It's about what you can do for them. And so this is who are the really evolved nonprofits it's really not coming at them in Looking at them, like they're just big ball of money. I remember Susan describing them as like, it's easy to fall into that trap. But there's so much more that they can offer beyond the cache and understanding that and realizing that it can represent 1000s of people that could potentially be believers in your mission. If you think about all the conversations we have on this podcast, it's really never about the money as much as it is about garnering believers in your mission, because the believers are going to ultimately give for sure, but they're also going to unlock and open their network.
• 21:02
  Jonathan McCoy: And if you look at a business, as 1000, or hundreds, or even 10 people that can become believers, that's the long game, you know, don't go for that$5,000 table when you could be engaging, and allowing that company to really experience and understand your mission and become a value of their organization to support you.
• 21:23
  Jonathan McCoy: There's just so much more that you can garner from that.
• 21:25
  Becky Endicott: I agree. And the story that's like lifting up into my mind was what Cisco did with Alphonse ng Anderson, we had them on a couple of months ago, and the nonprofit was rising above the storms and Alfonsin created this nonprofit because she was someone who was a part of the Rwandan genocide, and she had to raise her siblings. And she created this nonprofit to be a light to Rwandan kids who don't have access to education don't have access to basic goods. And so Cisco her company, you know, she gives them the give her a platform. And she tells the story at their annual meeting in front of 10s of 1000s of employees, Cisco didn't do a thing other than give her a microphone, they gave her a platform to share the story. She got donations from that she got board members from that she got employee volunteers from that one little act. And it was because Cisco kind of raised their hand and said, it's not just about our bottom line. It's about humans and what we're doing to impact this world, what an easy way for you to come along and be a meaningful partner and CSR.
• 22:39
  Jonathan McCoy: Yeah. And so I love that story. And it ties in perfectly to what Susan imparts us to do is realize the opportunities for these partnerships are measurable. So you have to be strategic. And the only way you can be strategic is to really do your homework and dive in and understand what is important to the company. Find out what problems you can solve for them, and how you as a nonprofit can help solve those problems. You know, in a prior back to basics conversation, we talked about boards, and one of our advice was to sit down and get to know your board members have a cup of coffee, you we need to do this with our corporate friends too.
• 23:16
  Jonathan McCoy: Because you probably won't even be able to discern on their website, what really are their values, what are really their strategic plans. But if you can understand where somebody is heading, you can make so much more of a compelling case for why you want to run alongside them. And the more you know about their employees, the better that appeal is going to be too.
• 23:31
  Becky Endicott: And that's so smart. And it leads to Susan's last point, which is do your homework. So you are a prospector, whether you have a prospect researcher or not, if you are someone who is going after corporate giving, you've got to go do your homework and your research. I say, don't just get on their website, yes, definitely get on their website, but get on their social channels, go look in in different social settings and see what people are saying about them, see how they've partnered on other gifts, and start to get a sense of Where's their public relations, where's their marketing, where they want to put that focus, if there's an alignment for you do your homework and make the connection there.
• 24:11
  Jonathan McCoy: So those tips from Susan really parlay really well into another great conversation we've had about corporate partnerships with Mary Kate Tolin, she's at St. Jude, and just has really had these incredible partnerships with the organization there. Of course, she started with knowing your partners and doing your homework. I think that's a great starting place no matter where you're at. But her second piece of advice was to never say no to your partner. And I don't think that means no permanently. It just means never, in the moment.
• 24:39
  Jonathan McCoy: Always say let me research and get back to you. provide alternatives provide just be solutions oriented. And I do think that's the type of partnership you want to hear.
• 24:48
  Jonathan McCoy: You don't want to see just a brick wall, you want to say, Oh yeah, let's explore that. Or let's dive in and try to understand it before we just say no,
• 24:54
  Becky Endicott: oh my gosh. And that's total growth mindset. I mean, we are hardwired to just know our business so well in and out that we just slam the door on some of those things. But if you are someone who's subscribed to trying stuff, being creative, we need to let different voices in and sometimes our corporate partners could be that creative voice. And then the last one that Mary Kate has brought up is constantly remind your partners of their impact, remind their staff, remind their execs remind the public, celebrate any good news and remind them why we need them and why they're giving is such a difference maker in our organization. If you can quantify it you're at next level, please try to quantify it as best You can. And if you hadn't haven't said thank you or shown impact this month, then you really haven't said it enough. Okay, so
• 25:40
  Jonathan McCoy: we've basically have a playlist cue for you of some amazing conversations that we've referenced on this. It's all linked up in the show notes.
• 25:46
  Jonathan McCoy: And I encourage you to work through those. Okay, there is
• 25:52
  Becky Endicott: your favorite quote. And you
• 25:53
  Jonathan McCoy: know, I've seen this written up in several books, too. But this was a real seminal moment that really led the charge into the CSR moment.
• 25:59
  Jonathan McCoy: And it was Larry Fink, CEO of BlackRock. And he, when he sent out this kind of memo, this shaped the entire industry and moving forward, but he said, a strong sense of purpose. And a commitment to stakeholders, helps a company connect more deeply to its customers, and to adjust to the changing demands of society. Ultimately, purpose is the engine of long term profitability. So if I lost you, in that go a little long that quote is that there's a shift that there's an understanding that it's not just like, a nice thing to do, there is a strong business reason to infuse purpose into our businesses. And so those that are evolved are already there. They're the ones that you see adding the social sector to their, you know, job description, they're hiring that impact officer, whatever that looks like. But if they're not there yet, they're going to get there because this is the future. So locking arms, and we say this a lot don't have so much ego, that you're the only person to save the world through your nonprofit lens. But we need to lock arms with others that it can be aligned on values. So we can go do and accomplish all the beautiful missions and solve all the injustices that we're all fighting for.
• 27:09
  Becky Endicott: Ultimately, purpose is the engine of long term profitability. My dream is happening for profit has decided that they absolutely need and value and have to integrate nonprofit and mission work into their businesses. So take your hand and pat yourself on the back. Because by virtue of listening to this conversation, and making a decision that we need to start looking at corporate giving differently, we need to look at these partnerships differently. You are already on the front end of innovation that is going to take your mission to new heights
• 27:43
  Jonathan McCoy: we are pulling for you.
• 27:45
  Julie Confer: Thanks for listening to our back to the basics conversation, diving into reimagining your corporate gifting. You probably hear it in our voices, but we love connecting you with the most innovative people to help you achieve more for your missions than ever before. We'd love for you to join our good community.
• 27:57
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• 28:06
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• 28:14
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