Discussions

Selling Ads/Sponsorships on Hospitals Facebook

Posted by cbennett @cbennett, Jan 14 11:06am

No one can question that this year has been challenging for us in a variety of ways. One of those significant challenges has been fundraising for our hospital's Foundation. One of the biggest fundraisers the pandemic took from us was our Black Tie Gala scheduled in March. As a department, we were all set and ready to knock this fundraiser out of the park. Unfortunately, we had to sit back and realize that we need to set a precedent and practice caution from the pandemic as a hospital. Since then, all of our fundraising events have been canceled. This has created a financial burden since most of the funds to run our Foundation's programs come from those events.

Since March, the person in charge of our Foundation has developed an idea to help support those programs. Below is part of the sponsorship letter that is about ready to send out.

A generous donor has gifted the Foundation with a vehicle to use for our events; with this gift, we are launching a new initiative to raise funds and promote our community businesses.
We are offering an exciting opportunity for you to showcase your business while supporting our community's health through the KRMC Foundation's Catch It Early program.
For different levels of sponsorship, The KRMC Foundation will promote your organization in our community:
Mobile $1000 – A 12×18 magnetic sign with your logo and contact information will be displayed on the KRMC Foundation van for one year (6 spaces available annually).
Digital $1200 – You will be promoted as a sponsor on the KRMC social media platforms (Facebook & Instagram) this includes two social media posts per month for one year. Posts will include a link to your website or store location.
Combo $2000 – A 12X18 magnetic sign with your logo and contact information will be displayed on the KRMC Foundation van for one year (6 spaces available annually), and your organization will be promoted on the KRMC social media platforms (Facebook & Instagram). This includes 2 social media posts per month for one year. Posts will include a link to your website or store location.

During this pandemic, the public is looking and watching our digital platforms more than ever. They are watching to receive news and updates about what's going on in their communities regarding the pandemic.
On average, we post around ten posts a month. I feel that if we were to have, let's throw out a number; five companies sign up for the mobile sponsorship level. Then half of our posts will be ads for businesses in our community. I feel that by doing so, this will make us look like sellouts and or that the hospital is in such a financial burden that we have to sell sponsorship/ads on Facebook. I also feel that this is crossing a line into UBI ( unrelated business income), and we could face some serious repercussions from the IRS.

As someone put in charge of our hospitals' social media, no one requested my opinion. That is why I am reaching out to the MCN community for your thoughts.

I have to ask anyone's input with the presented information if they see this as a good or a bad idea.

Also, what are other hospitals doing digitally to fundraise?

Thank you for your time!

I'm with the Michigan Health & Hospital Association and one of our main program areas are events for our members. We do include sponsor recognition on social media as part of some sponsorship packages, but we've been able to do so in a way that hasn't detracted from our key messages. One easy way to fulfill the sponsor recognition is a post that gives thanks to the sponsor for their continued support. Make sure you take the sponsor's handle or page so that they see it, and they'll likely share it to help with your social metrics.

So long as you're including these sponsor mentions to show that the sponsors are members of the community and believe in the hospital, it likely wouldn't detract from your other posts or be viewed poorly by those who follow your social media pages. One example is "Thank you [Sponsor A] for your support of the KRMC Foundation. With supporters like you, we're able to provide _________________. [Insert additional statement on value of hospital services].

I'd just recommend avoiding any posts that come across as "sales-y" for the sponsor organization. Whatever you put out should provide some type of value for the reader and be more about what the support from the sponsor provides to the hospital than anything else.

Liked by Matthew Rehrl

REPLY

Non-profit fundraising has really taken a hit during CoVid—and will until things get back to "normal" which depends on achieving a 70-90% vaccination rate if the virus doesn't develop a resistant mutation (which will be more likely to happen if there isn't large scale mask wearing and social distancing in the community). Keeping in mind that the death rate is at 4000 deaths a day, and possibly getting worse, I think—like it or not—most of a healthcare orgs social media messaging should be about masks, vaccines, and how not to delay other necessary care during CoVid.

I think radically rethinking non-profit fundraising during CoVid is essential so kudos for that, if I am not sure the social media badges are the way to go. Having been on boards raising money for black tie events, I can tell you the heavy hitting donors probably aren't interested in social media recognition—they want face to face recognition. Businesses may be a even more tricky—ie employees may wonder why are they donating when they are cutting back their hours?

So what to do? Well, I would probably look for ways to ride the CoVid wave and look for opportunities to leverage it. For example, let's say you have 2000 employees and a couple of hundred docs. I'll bet everyone is going crazy using Amazon. If you could get 500 of them to sign up for and use Amazon smile, that may be worth 5-10K a month reoccurring income. It cood also become a thing if you send out a monthly email on how it's doing.

Another way to leverage CoVid for your foundation. People, and kids are likely bored as heck at home. You could sponsor occasional
Contests (such as best social distancing photo, best mask selfie etc) with a small entry fee (going to foundation) and winner recognition in newsletter, and placed on hospital photo wall, etc. (ie use your platform to raise money and help CoVid).

Reaching the black tie high l-end donors may be quite tricky and I'll
Have to think on that. Other non profits in your community are facing the same problem no doubt, especially the arts. Maybe join forces? Example – I could see a silent action for sponsorship of a large painting or a choreographed work going for 10-20 thousand dollars a pop. This could help both local artists and give long term social recognition to the donor.

Ok that's all I've got at 5:30 am. Good luck!

Liked by Dr Paula Miceli

REPLY
@matthewrehrl

Non-profit fundraising has really taken a hit during CoVid—and will until things get back to "normal" which depends on achieving a 70-90% vaccination rate if the virus doesn't develop a resistant mutation (which will be more likely to happen if there isn't large scale mask wearing and social distancing in the community). Keeping in mind that the death rate is at 4000 deaths a day, and possibly getting worse, I think—like it or not—most of a healthcare orgs social media messaging should be about masks, vaccines, and how not to delay other necessary care during CoVid.

I think radically rethinking non-profit fundraising during CoVid is essential so kudos for that, if I am not sure the social media badges are the way to go. Having been on boards raising money for black tie events, I can tell you the heavy hitting donors probably aren't interested in social media recognition—they want face to face recognition. Businesses may be a even more tricky—ie employees may wonder why are they donating when they are cutting back their hours?

So what to do? Well, I would probably look for ways to ride the CoVid wave and look for opportunities to leverage it. For example, let's say you have 2000 employees and a couple of hundred docs. I'll bet everyone is going crazy using Amazon. If you could get 500 of them to sign up for and use Amazon smile, that may be worth 5-10K a month reoccurring income. It cood also become a thing if you send out a monthly email on how it's doing.

Another way to leverage CoVid for your foundation. People, and kids are likely bored as heck at home. You could sponsor occasional
Contests (such as best social distancing photo, best mask selfie etc) with a small entry fee (going to foundation) and winner recognition in newsletter, and placed on hospital photo wall, etc. (ie use your platform to raise money and help CoVid).

Reaching the black tie high l-end donors may be quite tricky and I'll
Have to think on that. Other non profits in your community are facing the same problem no doubt, especially the arts. Maybe join forces? Example – I could see a silent action for sponsorship of a large painting or a choreographed work going for 10-20 thousand dollars a pop. This could help both local artists and give long term social recognition to the donor.

Ok that's all I've got at 5:30 am. Good luck!

Jump to this post

Now that it is 10:30 am I'll throw out a couple of more ideas after having a chance to look things over. Your website and platforms are very clean, and I love your bears, tree of life, and wall, but it's unfortunate right now that you can't donate online. Your breast cancer screening information video is excellent and well poised on facebook.

Here's a thought. Consider a youtube donation blacktie event (https://support.google.com/youtube/answer/9457362?hl=en) with a donation button:

Video would go something like this.

Have one of your physicians ( or better yet a couple! ) all dressed up in black tie and gown in front of the wall or the tree of life, dancing.

Then have then stop, look to the camera, and start explaining how we cant do their key fundraiser because of covid—AS THEY CHANGE CLOTHES (Black tie to sweats, slippers, etc), but as they also talk about your programs (breast cancer screening, hospice center, nursing scholarships, wellness center etc)

Make sure there is a well-linked youtube donate button at the end.

(To shoot it safely, you could use an unmasked married couple, and also have them put on masks when around other people?)

Put that 5 minute video on your social media platforms, and perhaps your website home page, and perhaps even ask the local TV station to come by and watch the shoot and talk about the challenges of rasing money during COVID for non-profits.

Anyway, perhaps it's a silly idea, but I think the key point is this: Covid is here to stay for most of 2021(if we are lucky) possibly 2022 (I think more likely). Creatively lean into it.

REPLY
@johnkarasinski

I'm with the Michigan Health & Hospital Association and one of our main program areas are events for our members. We do include sponsor recognition on social media as part of some sponsorship packages, but we've been able to do so in a way that hasn't detracted from our key messages. One easy way to fulfill the sponsor recognition is a post that gives thanks to the sponsor for their continued support. Make sure you take the sponsor's handle or page so that they see it, and they'll likely share it to help with your social metrics.

So long as you're including these sponsor mentions to show that the sponsors are members of the community and believe in the hospital, it likely wouldn't detract from your other posts or be viewed poorly by those who follow your social media pages. One example is "Thank you [Sponsor A] for your support of the KRMC Foundation. With supporters like you, we're able to provide _________________. [Insert additional statement on value of hospital services].

I'd just recommend avoiding any posts that come across as "sales-y" for the sponsor organization. Whatever you put out should provide some type of value for the reader and be more about what the support from the sponsor provides to the hospital than anything else.

Jump to this post

John, thank you for your insight. The funny thing is I am actually from the Mitten myself. After college, I took a job out in Arizona to be closer to my parents.

We have posted heartfelt thank-yous on our FB under the specific events. The thank-you usually consists of a short description of the company or donor and their facebook tag. Usually, we do this once per event.

One of my concerns is that we will be doing this twice a month for a year. At what point do we sound like a broken record and lose sincereness.

Thank you, Mattress Land, for your kindness in sponsoring.
Thank you, Mattress Land, for Your Generosity in sponsoring.
Thank you, Mattress Land, for your graciousness in sponsoring.
Thank you, Mattress Land, for your thoughtfulness in sponsoring.

Here is another part of my concern. Generally speaking, a payment qualifies as a sponsorship as long as the sponsor does not receive any substantial benefits in return. However, if a nonprofit actively promotes a sponsor's products( twice a month for a year) and/or services( like linking off to their website and or store location), it provides the sponsor with substantial benefits in the form of advertising, thus the sponsorship becomes taxable advertising. Now, if we accept those payments and pay no taxes on them, the IRS can do an audit and potentially revoke the 501(c)3. All of these "sponsorship" posts will be on our main hospital Facebook page, which might jeopardize our hospital's 501(c)3, which is different from the foundation's. So I am just trying to find a safe way of making this work.

Thank you for taking the time to respond!

REPLY
@matthewrehrl

Non-profit fundraising has really taken a hit during CoVid—and will until things get back to "normal" which depends on achieving a 70-90% vaccination rate if the virus doesn't develop a resistant mutation (which will be more likely to happen if there isn't large scale mask wearing and social distancing in the community). Keeping in mind that the death rate is at 4000 deaths a day, and possibly getting worse, I think—like it or not—most of a healthcare orgs social media messaging should be about masks, vaccines, and how not to delay other necessary care during CoVid.

I think radically rethinking non-profit fundraising during CoVid is essential so kudos for that, if I am not sure the social media badges are the way to go. Having been on boards raising money for black tie events, I can tell you the heavy hitting donors probably aren't interested in social media recognition—they want face to face recognition. Businesses may be a even more tricky—ie employees may wonder why are they donating when they are cutting back their hours?

So what to do? Well, I would probably look for ways to ride the CoVid wave and look for opportunities to leverage it. For example, let's say you have 2000 employees and a couple of hundred docs. I'll bet everyone is going crazy using Amazon. If you could get 500 of them to sign up for and use Amazon smile, that may be worth 5-10K a month reoccurring income. It cood also become a thing if you send out a monthly email on how it's doing.

Another way to leverage CoVid for your foundation. People, and kids are likely bored as heck at home. You could sponsor occasional
Contests (such as best social distancing photo, best mask selfie etc) with a small entry fee (going to foundation) and winner recognition in newsletter, and placed on hospital photo wall, etc. (ie use your platform to raise money and help CoVid).

Reaching the black tie high l-end donors may be quite tricky and I'll
Have to think on that. Other non profits in your community are facing the same problem no doubt, especially the arts. Maybe join forces? Example – I could see a silent action for sponsorship of a large painting or a choreographed work going for 10-20 thousand dollars a pop. This could help both local artists and give long term social recognition to the donor.

Ok that's all I've got at 5:30 am. Good luck!

Jump to this post

Matthew, I couldn't agree more with you on pushing masking and preventative measures. Unfortunately, right now for us, our directives are pushing messages on where to go if you think you have covid. I strongly feel that if you can prevent an illness from happening, why not take preventive measures! Our hospital slogan is " Prevention, Diagnosis, Treatment, and Recovery." I think we are skipping over one of those because of the surge of covid in our area. Vaccines are a whole other story that our county is trying to piece together as we speak.

However, I do see your point about getting businesses to donate to charitable causes. I was in the same mindset. I'm a board member on another non for profit in my town to help raise funds for cancer patients who need help during their treatments. Usually, all the funds that come in go right back out, and with all of our events being shut down due to covid, we thought it would be a considerable challenge. To our surprise, many community businesses stepped up and donated to us a substantial amount of what our fundraisers would have brought in. Unfortunately, for the hospital's foundation, that is a different story. Hence the selling of advertising on a van and our Facebook audience.

I do like the Amazon Smile idea! We would have to push it out to all 1,800 employees that while shopping online, make sure to help out your foundation by shopping on Smile.Amazon.com. I would even push this out to the public.

I do like the best mask selfie. Like you said, for a small donation, you can enter to win a prize. We could also have different categories.

Thank you for your ideas and thoughts.

Liked by Matthew Rehrl

REPLY
@cbennett

John, thank you for your insight. The funny thing is I am actually from the Mitten myself. After college, I took a job out in Arizona to be closer to my parents.

We have posted heartfelt thank-yous on our FB under the specific events. The thank-you usually consists of a short description of the company or donor and their facebook tag. Usually, we do this once per event.

One of my concerns is that we will be doing this twice a month for a year. At what point do we sound like a broken record and lose sincereness.

Thank you, Mattress Land, for your kindness in sponsoring.
Thank you, Mattress Land, for Your Generosity in sponsoring.
Thank you, Mattress Land, for your graciousness in sponsoring.
Thank you, Mattress Land, for your thoughtfulness in sponsoring.

Here is another part of my concern. Generally speaking, a payment qualifies as a sponsorship as long as the sponsor does not receive any substantial benefits in return. However, if a nonprofit actively promotes a sponsor's products( twice a month for a year) and/or services( like linking off to their website and or store location), it provides the sponsor with substantial benefits in the form of advertising, thus the sponsorship becomes taxable advertising. Now, if we accept those payments and pay no taxes on them, the IRS can do an audit and potentially revoke the 501(c)3. All of these "sponsorship" posts will be on our main hospital Facebook page, which might jeopardize our hospital's 501(c)3, which is different from the foundation's. So I am just trying to find a safe way of making this work.

Thank you for taking the time to respond!

Jump to this post

Here are a few other ideas/options you could try.

Utilizing the stories feature may help you get around sounding like a broken record. You can still tag the account and I'd still consider that as a "post" that is referenced in the sponsorship agreement.

Another option could be integrating the sponsorship with any existing reoccurring content. Whether it is a podcast, a blog, Throwback Thursday or some other type of content. That can allow you to share hospital-related content with an accompanying message of "This content is brought to you through the support from Company X [INSERT URL]."

Liked by Matthew Rehrl

REPLY
@matthewrehrl

Now that it is 10:30 am I'll throw out a couple of more ideas after having a chance to look things over. Your website and platforms are very clean, and I love your bears, tree of life, and wall, but it's unfortunate right now that you can't donate online. Your breast cancer screening information video is excellent and well poised on facebook.

Here's a thought. Consider a youtube donation blacktie event (https://support.google.com/youtube/answer/9457362?hl=en) with a donation button:

Video would go something like this.

Have one of your physicians ( or better yet a couple! ) all dressed up in black tie and gown in front of the wall or the tree of life, dancing.

Then have then stop, look to the camera, and start explaining how we cant do their key fundraiser because of covid—AS THEY CHANGE CLOTHES (Black tie to sweats, slippers, etc), but as they also talk about your programs (breast cancer screening, hospice center, nursing scholarships, wellness center etc)

Make sure there is a well-linked youtube donate button at the end.

(To shoot it safely, you could use an unmasked married couple, and also have them put on masks when around other people?)

Put that 5 minute video on your social media platforms, and perhaps your website home page, and perhaps even ask the local TV station to come by and watch the shoot and talk about the challenges of rasing money during COVID for non-profits.

Anyway, perhaps it's a silly idea, but I think the key point is this: Covid is here to stay for most of 2021(if we are lucky) possibly 2022 (I think more likely). Creatively lean into it.

Jump to this post

Mathew,

A little while back, we encountered an unfortunate event where our website was compromised. We had to start from scratch rebuilding our website. It took a lot of effort to make it look clean and user friendly to use. With that said, we are still a work in progress and are trying to get payments through our website back up and running. That's actually something That I am currently working on as we speak. I've just hit a few obstacles along the way. Thank you for the compliment regarding the breast cancer video. We put that together as part of our cancer centers accreditation. We are currently in the works of producing one more regarding breast cancer.

My only concern with the youtube donation is it says you have to have 10K subscribers. We don't even have that amount on our Facebook page. I am wondering if there is a way around that.

I'm going to take your ideas and try to spin them just like you described. Tweak it here and there, do multiple short little videos and throw them up on Facebook with a donate button.

Thank you for responding to this again. Much Kudos!

Liked by Matthew Rehrl

REPLY
@johnkarasinski

Here are a few other ideas/options you could try.

Utilizing the stories feature may help you get around sounding like a broken record. You can still tag the account and I'd still consider that as a "post" that is referenced in the sponsorship agreement.

Another option could be integrating the sponsorship with any existing reoccurring content. Whether it is a podcast, a blog, Throwback Thursday or some other type of content. That can allow you to share hospital-related content with an accompanying message of "This content is brought to you through the support from Company X [INSERT URL]."

Jump to this post

John,

As far as the story's idea goes… I LOVE IT!

Also, you brought up another great idea. We also have a talk show that we can insert that in.

REPLY

I salute you for all the work you do. I'm not in this sector and don't know the rules – some serious ones mentioned on this thread.

Amazon Smile does not appear to be available in Canada – but it is such a great idea. Whenever we buy beer/liquor at our stores here in Ontario (Canada) we are asked if we want to donate 1 or 2 $ to the charity that these stores have adopted. When online shopping, these channels are not available to consumers. Going to be another tough year for fundraising.

Recently, our Royal Canadian Legion developed a face mask that they sell. Usually they have donation boxes and sell poppies around Remembrance Day. The design is quite nice and will demonstrate patriotism and veteran support (like the poppy). I hope it catches on. Could you sell facemasks via your foundation? Not a black tie dinner, but …. good luck.

Link:
https://www.poppystore.ca/hot-products/adult-mask-non-medical-300754-group

REPLY
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