Corporate Fundraising
A beginner’s guide
Outline of the workshop What is corporate fundraising and how do
we do it? Examples of successful partnerships Key elements of corporate fundraising Exercise 1 - Developing further an existing
corporate partnership Exercise 2 – Introducing a new corporate
partnership Exercise 3 – Clinton Cards CRM
opportunity
What is corporate fundraising?
The relationship between business and good causes
Mutually beneficial for both partners
Why might a corporate wish to partner with a charity? To attract new customers or secure the
commitment of existing customers Drive sales of products or services Enhance brand profile Meet its businesses objectives Network with key influencers
Why might a corporate wish to partner with a charity? Align with a cause that is relevant to its
business- customers, clients and staff
Access volunteer opportunities for staff that will benefit staff and the businesspersonal development, training
Corporate social responsibility in practice Exposure to celebrities and endorsement
by a third party
What can a charity offer a corporate partner? Networking opportunities amongst peers –
Carphone Warehouse and The Prince’s Trust Access to new customers – Powergen and Age
Concern England Ally services or core business to the partner –
Microsoft and Age Concern England Branding opportunities Corporate hospitality opportunities Celebrity endorsement
Key elements of a partnership Charity of the year adoption Corporate donation Employee fundraising – events, payroll giving Cause related marketing Sponsorship Gifts in kind – goods, services, pro bono staff
time Volunteering – secondment, training Corporate hospitality Corporate trust or foundation
A selection of current partners at RAFBF MBDA – European defence manufacturer BAE – UK’s largest defence manufacturer Airfix – aircraft kits Shepherd Neame – regional brewer Towergate Wilson - insurance
Examples of successful corporate partnerships Deloittes and Help for Heroes Marks and Spencer and Oxfam Tesco and CLIC Sargent
Deloittes and Help for Heroes Deloitte is raising funds to support Help for Heroes’ vital work in developing Personnel
recovery Centres for wounded ex-servicemen and women. These centres not only provide medical support but also a full range of services, such as skills training, career advice, emotional support and physical rehabilitation - all of which help the wounded at every step in their journey from the armed forces back into civilian life. Deloitte people have already raised over £200,000 for Help for Heroes through payroll giving and a variety of fundraising efforts including a sponsored trek up Kilimanjaro by 100 partners and employees. Many more events are planned.
We have already carried out a range of pro-bono activity with Help for Heroes, using the skills and resources of the firm. Three projects are already underway, working with Help for Heroes to address key items on their agenda as they continue to expand. As the rehabilitation centres are developed we will offer opportunities to our people to support the core aims of the centre, for instance in volunteering to deliver financial planning and employability skills workshops. We will also use our suppliers and contacts to help fit out these centres with appropriate IT and training equipment.
We are also working with the charity to identify opportunities to engage our clients and contacts, raising the profile of Help for Heroes and helping it to maximise its fundraising potential. For instance, we were a Medal Sponsor for the Heroes Concert at Twickenham on 12 September. We are also utilising the full resources and contacts of the firm to support the charity in its core mission, including our existing relationships with the Ministry of Defence and with ParalympicsGB through the Deloitte Disability Sport initiative.
Deloittes website
Deloittes and Help for Heroes
Charity of the year 2010 - employee vote Employee fundraising – Kilimanjaro
Challenge, payroll givingValue: £250k
Corporate hospitality – Heroes concert, Twickenham stadium (70,000 audience)
Gift in kind or pro bono – overhauled the website, business processes, web shop- Value: £850k
Marks and Spencer and Oxfam
Marks and Spencer and Oxfam
The Clothes Exchange – in operation since 2008
Mechanism – donate your old M&S clothes to Oxfam and receive a £5 M&S voucher
Addresses landfill - over 250,00 tonnes avoided
Raised over £3m for Oxfam Generated foot fall for M&S and huge
amounts of good will plus media coverage
Marks and Spencer and Oxfam
Tesco and CLIC Sargent
Tesco and CLIC Sargent Tesco Charity of the Year 2010 Value – c. £2.7m Income mix includes:
In store collections – cash, mobile phone recycling
Employee fundraising, supplier fundraising0.5% of cash transactions at Tesco cash
points% of cost price of certain products sold
Joined up thinking... Who can help us? PR agencies Marketing agencies Staff at leading businesses
Banks, lawyers, auditor, other retained agencies
Our own contacts and networksTrustees, Ambassadors, advocates,
supporters Trade associations Lateral thinking
Sponsorship
Raises brand or product awareness May link a range of business benefits –
corporate hospitality, networking
Visa and London Olympics 2012
Gift in kind Goods, services
Raffle prizes, surplus stock for merchandising People skills or pro bono support
Charity audit, secondment of a business volunteer
“For many businesses, giving a cash gift to charity just isn’t possible”. John Walker, Chairman of the Federation of Small Businesses (Third Sector, May 2011)
Real Travel for Scope
Ixigo for World Vision
Cause related marketing
Business in the Community:
“All other factors considered, customers will choose a product that benefits a cause over one that does not”.
An agreed percentage or specified amount of the product retail price is donated to the charity
Red Lion Foods and Services’ charities A new consumer brand, launched
November 2010 Set up to support specified Service
charities:Forces Select FoundationGurkha Welfare TrustSSAFAHelp for HeroesThe British LegionSir Oswald Stoll Foundation
Red Lion Foods
Aspinall of London and British Red Cross
Ethics and ethical business
Why have an ethics policy? What is acceptable and what it not
- Age Concern England and Barclays Service charities and the Defence industry Pharmaceutical industry and healthcare
charities Food industry and young children What is best for our beneficiaries?
How will we get started?
Research Identify Engage Pitch Win Secure Commit
Research
Desk research to understand the potential partner or industry sector Internet, Annual Reports, trade publications,
press Determine the business benefits of a
partnership What can we learn from similar
partnerships?
Identify Identify the right company in an industry
field Identify the gate keepers and budget
holdersMarketingSales Brand managerProduct developmentHRCharity committeeProbably not the Chairman’s wife!
Engage
Introduce the charity Introduce opportunities for support People like to do business with people
they like and trust Timeline = 6-18 months
Pitch
Invitation to pitch or proactive approach ? Clear business benefits A clear offering
Win
Hurray! Celebrations and announcements
Secure
Contract – Fundraising agreement in place Schedule of activity, including joint PR and
comms Schedule of payments due Clear and careful account management
Commit
3-5 years support, confirmed Organic growth in the relationship Introduction to their network, to keep
building fresh partnerships Recognition
Access to our networks, key influencersNaming opportunities
Awards
What makes good account management? Single point of entry into your organisation Account manager = key worker Manage all communications with the
partner, to time Might need to match personalities! Capacity to handle the relationships
Tesco COTY will take a team of 6 to deliver – fundraising, Comms and PR
What can RAFBF offer a corporate partner? A strong and enduring heritage, 90 years old We are respected for what we do and our core
values Access to senior serving members of the RAF and
key decision makers Loyal active supporter base 30,000+ and growing Active communications in place – website,
Facebook, Twitter, newsletters We secure media coverage We hold stylish events in stylish places We can offer places in challenge events - British
London 10k and new challenge events programme
Exercise 1 – An existing partnership Developing an existing corporate
partnership Add one more dimension to it:
SponsorshipCRMEmployee fundraisingCustomer or client engagementGift in kind
Some of our current partners at RAFBF MBDA BAE Airfix Shepherd Neame Aberdeen Asset Management Towergate Wilson
Developing current partnerships MBDA: corporate donation + employee
fundraising and bespoke team building events
BAE: corporate donation + Charity of the Year
Airfix: CRM and gift in kind + sponsorship + corporate donation
Shepherd Neame: gift in kind and CRM + employee fundraising and networking events
Towergate Wilson: corporate donation + employee fundraising + CRM
How could Quarriers work with a new corporate partner ? Adopt Quarriers as their Charity of the Year Sponsor our events Come to our events, network with our other partners and
people of influence Cause Related Marketing - a 5% donation from the sale
of their product can raise much needed funds and helps raise awareness
Employee Fundraising - join a Quarriers event or challenge or let us help you organise your own event. Payroll Giving
Volunteering – donate general or specialist skills to help us
Gifts in Kind – we welcome auction and raffle prize donations
Buy our Christmas cards
Exercise 2 – A new partnership
Develop a new partnership for your organisation
Base the partnership on one element or strand of activity
Look to grow value for your organisation and secure the support of the partner
Ideas ...
Exercise 3 - Clinton Cards
Your charity has been invited by Clinton Cards to pitch to be the benefiting charity of a new range of cards for Father’s Day.
How would you construct the pitch?
What would your charity offer Clinton Cards?
Exercise 3 About Clinton Cards Clinton Cards is the UK’s largest specialist retailer of
greetings cards, plush merchandise (soft toys) and related products
654 Clinton branded shops and 176 Birthdays branded shops, and www.clintoncards.co.uk
Still a family business, set up in 1968 by Don Lewin, the present Chairman and Chief Executive
£400m turnover 8,500+ staff, 60% are part-time Other charities supported recently (£389,000 in 2010)
include Marie Curie Cancer Care, The British Heart Foundation, The Lewin Chair for Pancreatic Disease at UCH