Prospecting New Accounts

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Prospecting New Accounts Spreading the Base

• Lucia Downton
• Director of Sales Operations (a.k.a. Campaign
  Director)
  
• February 13, 2008

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Campaign History

• Year Dollars Raised Increase
• 2002 35,301,763
• 2004 36,609,678
• 2006 37,052,186 1,750,423

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Campaign History

• Year Dollars Raised Inflation
  Adjusted
  
• 2002 35,301,763 39,720,073
• 2004 36,609,678
• 2006 37,052,186

2,667,887 loss
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Consider our potential

• Central Indiana region has 3,200 companies with
• 50 or more employees
• Currently 650 run United Way workplace campaigns
  (20)
  

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Campaign PlanGet an early start

• Identify Prospects
• Qualify them
• Bring them on Board

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• Identifying Prospects

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Identifying ProspectsCapitalize on Existing
Relationships

• Look in-house first
• who are your vendors
• are volunteers companies participating
• who do your executives hang with
• Volunteers
• who are their neighbors
• who do they do business with
• what boards are they on
• what memberships do they have

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Identifying ProspectsMake the most of your
memberships

• Networking
• chamber events ask for their membership list
• staff membership in service orgs
• Business Journals and other publications
• advertisers
• book of lists
• change in company leadership finally!

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Identifying ProspectsSeek and you will find

• Databases
• Library Reference USA, Business Company
• Resource Center, Dun Bradstreet
• Secretary of State
• Economic Development
• Websites
• ZoomInfo web references
• WhitePages.com reverse searches
• Muckety network mapping

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Identifying ProspectsConcentrated Opportunities

• Identify industries with potential
• Bureau of Labor Statistics
• Census data
• UWA Leaderboards
• Identify geographic areas of potential
• Partner with commercial real estate
• Criss-cross directory

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• Qualifying
• Prospects

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Qualifying Prospects

• Organizations
• NOE
• Years in business
• Financial stability
• Other charitable interests
• Do we have a good volunteer connection?
• Individuals/Entrepreneurs
• Yahoo Finance Exec income, age, bios, stock
  transactions
  
• Zaba Search Personal info
• Census/IRS

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Qualifying ProspectsRevenues Beyond Campaign

• Marketing dollars
• Sponsorships
• Co-branded ads
• Promote new name or owner
• Offset existing expenses
• Program funding
• In-kind contributions

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• Bringing them on board

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Bringing them on BoardResearch and Prepare

• Whats in it for them show them
• Visibility and Recognition
• Networking
• Commonalities with other business leaders
• Matching grant opportunities
• What are their interests does UW fit
• Small business limited resources
• Offer electronic pledging
• Develop a campaign proposal to fit their size

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Bringing them on BoardMaking the visit

• Passion Sells
• Always present with Energy and Enthusiasm
• Volunteer Involvement
• Dont overwhelm them with info or materials
• Be prepared to answer So What?

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Bringing them on BoardIts about them not about
you!

• Ask questions
• What do you think is the communitys most
  pressing issue?
  
• What do you know about UW?
• What are your philanthropic priorities?
• Why does XYZ organization receive your support?
• If you offered employees the opportunity to
  support their community do you think they would?
  
• What objections do you have to UW?

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Bringing them on BoardVolunteer involvement is
vital

• Share information about their own workplace
  campaign
  
• How easy it can be
• How it involves fun and enthusiasm
• Used for staff development
• How they are recognized by UW
• What it does for morale
• What other companies are involved
• Explain how UW fits into their business strategy
• Talk about industry standards
• Much can be accomplished if we all do our
  part.
  

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Bringing them on BoardDont Leave without

• Next steps agreed upon
• Name and introduction to a campaign coordinator
• Set the next meeting with the CEO and ECC
• Establish timeframe for the campaign
• Define how the CEO will be involved
• Ask for a corporate match great incentive

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Bringing them on BoardAfter the meeting

• Send thank you letter summarizing commitments
• Record your notes in the database!
• Follow-up as promised
• Allows reference commitments from CEO
• Keep the volunteer informed of progress
• Dont let up on their commitments
• PERSISTENCE PAYS OFF

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2007 Campaign Highlights

• 253 CEO Calls
• 2.0 million incremental
• Average increase 7.4
• 110 new campaigns
• 475,000
• 92 volunteer calls on NB prospects
• 46 resulted in new campaigns 50
• Achieved Goal 39.0 million or 5 increase

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• THANK YOU
• AND
• HAPPY PROSPECTING