The Power of Patronage – Strategically Creating a Sustainable Future

Background:

AsiaMarketing was engaged to develop a long-term, sustainable business strategy for an established, but financially and resource challenged, Hong Kong charity.

The problem:

This registered, non-profit Hong Kong charity was established in 1992 to provide guidance, advice, resources and emotional and financial support for women, of all nationalities and ages, who have suffered a family or relationship crisis.

The charity, however, had not developed any long-term strategies for funding or development. Instead, it relied solely on individual donations. This not only severely limited its financial stability but also its capacity to fund extra staff and services to meet an increasingly high demand.

Our solution:

Recognising that every worthwhile charity needs a patron, AsiaMarketing took a strategic approach to securing the very best possible patron. The charity deserved more than just a figurehead; it required one of Hong Kong’s most prominent and influential female leaders, someone who is instantly recognised for her commitment, intelligence and achievements.

Through diligent research a shortlist of candidates was compiled, while a comprehensive, professional prospectus was developed, one which would impress and positively influence some of Hong Kong’s most famous and powerful women. It was critical this document convinced the candidates of the charity’s vital community role and the significant value the right patron would play in securing its future.

Through a strategic approach and creating a professional prospectus, AsiaMarketing guided the charity in securing the Honourable Anson Chan (GBM, GCMG, CBE, JP). Anson Chan’s patronage has ensured the charity’s future financial independence, strength and recognition.

The outcome:

With the active support of such a prominent patron, AsiaMarketing has guided the charity through a number of other strategic initiatives. These include helping the charity to obtain long-term financial support from the corporate sector, gain full recognition from the Hong Kong Government’s Social Services Department, generate media exposure and increased community awareness and independently raise funds through its own events.

In the latest strategic initiative the charity has approached some of the newer banks in Hong Kong and endeavoured to have them issue credit cards using the charity’s branding. If successful, this would ensure ongoing financial support without straining the charity’s resources.