Gaining a Corporation's Support Through "Two-on-Two"
by Ashley High

In 2007, corporate giving slowed (and even declined when adjusted for inflation) as companies reduced their giving due to smaller profit margins. Since financial difficulties will continue to increase in 2008, charitable organizations need to strengthen their long-term relationships with businesses and find ways to stand out.

 

Campbell & Company Vice President Bill Wickenkamp suggests a “two-on-two” strategy that “pairs an organization’s development staff leader and top executive or board chair with a corporation’s foundation or corporate giving representative and president or CEO.” This “peer to peer times two” method allows the charity and the business to discuss mutual interests and concerns. For example, a hospital may meet with a company to discuss increasing health care costs and how the hospital is being cost-effective.

 

The Two-on-Two Method:

 

• Your charity should set up a meeting with the corporation’s giving representative and president or CEO. You should be sure to mention that your top executive or board chair will also attend the meeting.

• Inform the company that your charity is seeking to improve its services and responsiveness

• Before the meeting, brainstorm potential questions and formulate responses to show that your charity is effectively meeting challenges and recognizing opportunities.

• During the meeting, ask the company what services or changes they want from your organization or from your entire industry.

• After the meeting, be patient and do not give up. Continue to talk with the business’s leaders and giving representatives and tell them about the changes and the progress with the issues you discussed with them. As you build a relationship with the company, find out how the company’s giving interests work with your organization’s goals.

The right method can build a relationship between a company and your charity that will last even when the company cuts donations to other organizations. Email Bill Wickenkamp at william.wickenkamp@campbellcompany.com for more information on the “two-on-two” strategy.

 

Information taken from: “Capture Corporation Support with ‘Two-on-Two.’” Campbell & Company. www.campbellcompany.com.

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