As much as attendees appreciated the cutting edge strategies, tactics and technologies presented at CMF12, a back-to-basics topic generated a great deal of buzz: crafting the perfect pitch. For Momentum Founder and President Mollye Rhea took top honors with her pitch on behalf of nonprofit Citizen Schools.
Building on concepts shared by cause marketing veteran Stevan Miller, an elevator speech directed at a corporate prospect should have four essential components:
- A provocative statement, a memorable opening gambit that will capture the prospect’s attention.
- A differentiator that distinguishes your group from competitors.
- Evidence of corporate alliance capabilities that makes it clear your organization can help a company achieve business goals.
- A key takeaway that underscores your position as an attractive, worthy partner.
Using that model, UNICEF, this year’s nonprofit Golden Halo honoree, could take this approach:
No child should ever die of preventable causes. Each day 25,000 do. UNICEF is working to take that down to zero in 156 countries. Our strong brand and global network enable us to partner with businesses to create high impact programs such as the Pampers 1 Pack = 1 Vaccine campaign that work in the marketplace and the field. That’s one reason why we’ve been able to save more young lives than any other humanitarian agency.
We asked a handful of nonprofit corporate alliance professionals for their versions of the perfect pitch and here's what they shared:
DoSomething.org is THE way to reach teens and college students and activate them around causes they care about. Through our brand partnerships, social media expertise and partnerships with top celebrities, DoSomething.org activated over 2.4 million young people in 2011.
Aria Finger Chief Operating Officer DoSomething.org
Since 1968 Special Olympics has harnessed the unifying power of sports to promote respect and inclusion for the more than 200 million people worldwide with intellectual disabilities. Today, we help 4 million athletes in 170 countries demonstrate their capabilities, learn new skills, and defy stereotypes on the playing field. But we’re also the world’s largest public health organization for people with intellectual disabilities, providing access to free health services for an underserved population. And we transform schools through positive social and educational interactions between people with and without disabilities. Partner with Special Olympics – an untarnished brand backed by more than 3.4 million global volunteers, youth advocates, and donors plus top companies like Coca-Cola and P&G. Inspire your employees and consumers with powerful local impact stories, hands-on volunteering, and pride in a partnership that promotes joy and dignity for all.
Kelly Trimyer Director, Corporate Relations Special Olympics International
DonorsChoose.org is a simple, accountable way to connect the public with public education. With a national presence, hyper-local impact, an active donor network, and the support of top-tier corporate partners, DonorsChoose.org has generated over $116 million to help 6.6 million students across the country.
Missy Sherburne Chief Partnerships Officer DonorsChoose.org
Make-A-Wish grants the wishes of children with life-threatening medical conditions. A wish come true helps children feel stronger, more energetic and more willing and able to battle their life-threatening medical condition. For many of them it is a turning point in their fight against their illness.
Surveys show that Make-A-Wish is one of the most trusted brands in America. The 2012 U.S. Harris/EquiTrend® study showed that Make-A-Wish ranks as a top 10 brand in categories including trust, familiarity and quality.
Make-A-Wish has a track record of working with iconic brands including Disney and Macy’s to develop mutually beneficial alliances. We will work with you to create a customized platform based on shared values that helps to create impact for your brand.
Kathy Forshey Vice President of Corporate Alliances Make-A-Wish Foundation
What's YOUR Perfect Pitch? Share it in the comments below.