Corporate funders: what’s in it for them?
Fundraising is a two-way street.
With the economy still having an effect on individual giving, and it getting more and more competitive to secure grants, gaining some corporate partners is a great move for charities.
Preparing to speak to a business, you might spend a long time thinking about where you really need funding and how much. But don’t forget to put yourself in their shoes too. What’s in it for them?
Supporting a charity is usually a good PR move for a company, and often a way to fulfil their corporate social responsibility. Show them why supporting your cause will be great for them, not just you and your beneficiaries.
Here are a few things to think about:
What is the company's core business or product? (e.g., a software company, a food retailer, a law firm) Could this relate nicely to one of your projects? They’re more likely to support you if it makes sense for their brand.
What business goals might a partnership with your charity help them achieve? (e.g., boosting brand reputation, enhancing employee morale, attracting new talent)
What are their company values? Have a look at their website. Do they have values listed? If so, prepare to talk about how supporting your charity will help them express those to the public.
Are there specific business assets or expertise that they could donate? (e.g., a software company donating software, a logistics company donating transportation)
Who are their main competitors? (And how charitable are they?) They could gain new customers by being seen as the more ethical or charitable option.
What can you give back to the company? (Photo opportunity with a big cheque? Company visit to the project? Volunteering opportunities for staff? Press release for their company magazine? Local news coverage?)
If you want a corporate partnership to last, and really bring in significant funding, it needs to be a win-win.
Learn more at the webinar
Get more tips and advice about corporate fundraising by dialling into our free lunchtime webinar:
25 September | 12:30-13:30 BST | FREE | Register here to get the link
