Sizable corporate donations often come from individuals and corporations who have a "natural involvement with the hospital" via the executive board, says Robert Meyer, director of development for UCLA's Medical Sciences, which recently received $25 million from Mattel for its children's hospital.
During active discussions for significant corporate donations:
- Make sure the individual or company is fully aware of your organization's strengths. Providie case studies on cutting edge research, your medical expertise and how your services affect the way healthcare is delivered in a given market, region, nationally or internationally.
- Provide branding opportunities such as naming a department or room after the donor, and leave the door open for additional programmatic support.
- Hook up your PR department with the sponsor's PR department as soon as possible to brainstorm on press events and long-term PR opportunities.
- Develop ways to build corporate momentum after a sizable donation has been confirmed. Other companies are often prompted to donate after finding out that a competitor or other major company has made a gift.