2nd ABM for Good project: Hopkinton Center for the Arts

We’re thrilled to highlight our second @ABMforGood project. This past Saturday, Robin Tobin and I spent the morning at the Hopkinton Center for the Arts exploring how best to adapt an ABM approach to their push for additional corporate sponsors and partners.

Beautiful ABM for Good Saturday in Hopkinton, MA.

What a fabulous and inspiring organization! Led by Executive Director Kelly Grill and a top-notch board (including our great friend and champion, Karen Webb, Director of Events and Experiential Marketing at Cisco, the HCA provides a wide range of arts, music, dance, and theater programs, classes, workshops, and performances for children and adults across Central and Metrowest Massachusetts. It’s literally steps from the starting line of the world famous BostonMarathon, too, and manages all sorts of Marathon-related activities, too.

Thanks to Robin, Karen, Kelly, board president Michelle Harris, and Operations and Marketing director Sandee Buckley, we worked through the basics of ABM for nonprofits:

·      Identifying and prioritizing potential corporate partners

·      Agreeing campaign focus and objectives

·      Building value propositions and messaging

·      Designing multi-channel engagement plans

·      Adapting and creating content

·      Agree metrics and measurement

At each step of the way, we explored immediate and near-term opportunities for HCA to leverage ABM ideas, approaches, and techniques, and left our session with a long list of key takeaways, next steps, and tools and templates to help build out ABM for HCA.  

Can’t wait to get back to Hopkinton… and move toward our next project!

If you’re interested in joining us at ABM for Good, let us know.