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Rebecca Mauger Head of High Value Giving, British Red Cross

Finding. Rebecca Mauger Head of High Value Giving, British Red Cross. Stage 1: Understanding why do companies give?. Companies exist to make a profit Typically give to gain business benefits not pure philanthropy Example business benefits Generate goodwill Gain positive PR

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Rebecca Mauger Head of High Value Giving, British Red Cross

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  1. Finding Rebecca Mauger Head of High Value Giving, British Red Cross

  2. Stage 1: Understanding why do companies give? • Companies exist to make a profit • Typically give to gain business benefits not pure philanthropy • Example business benefits • Generate goodwill • Gain positive PR • To help market their products and services – USP • Increase staff motivation and engagement • Corporate Social Responsibility • More than just giving money - sustainability of business • Triple bottom line – people, planet, profit • Causes relevant to their business

  3. Are they still giving? • Impact economic downturn • Seeing impact on sponsorship and corporate hospitality budgets but not all budgets • Is charitable giving strategic or tactical? • Return on investment from the partnership • Companies may want more bang for buck

  4. Stage 2: Know your own organisation • USP • Synergies with companies / business sectors • Benefits you can offer a company • Corporate partnerships strategy • Options for partnering with companies…. • Existing relationships / networks…

  5. Options for partnering with companies • Donations • Strategic partnership • Charity of the Year schemes • Cause related marketing • Issue led campaigns • Gift in Kind – products or services • Employee engagement – volunteering / team building • Consultancy – offered by charity and company • Payroll giving • Event sponsorship • Corporate hospitality

  6. Organisational contacts / networks • Within fundraising • Wider organisational contacts • SMT and Trustees • Volunteers • Service delivery teams • Service users • Colleagues • Suppliers • Existing supporters

  7. Stage 3: Know your marketplace Places to spot opportunities and trends: • Company websites • General business sector publications • CSR / Marketing publications • Charity sector publications • Competitor activity

  8. Other routes to finding new corporate partners: • Networking events • Existing partner networks • Family and friends • Website • Other charities • Agencies • Industry associations and groups • Corporate networks • Work your USP Stages 1 + 2 = Wide target list identified

  9. Stage 4: Qualifying & prioritising leads • Start with hottest leads • Focus on strategy, limit distractions • Pursue greatest return for least effort • Initial research • Clarify the potential • Synergy check – good brand and CSR fit? • Customised approaches - be donor led, not product led!

  10. Top 10 target list • COTY calendar • Strategic account plans • 18 month donor pipeline – longer in recession!

  11. Stage 5: Know your target companies / sectors Research, research, research!!!! • Re-visit existing relationships / links • Scour company’s communications • Sector analysis and industry groups • Identify all areas of potential opportunity • Understand your strengths • Customise your approach • Latest news and reports

  12. Stage 6: Cultivation • Call and meet them • Use networks wisely • Event invitations • Seeing is believing visits • Networking events • Send topical and relevant information • Newsletters • Peer to peer engagement • Create opportunities to deliver

  13. Top tips! • Be opportunist and flexible • Network • Research • Aim high • Be donor focused • Mutually beneficial partnerships • Use your existing networks wisely • Be patient, don’t give up! • Make a good first impression • Always thank properly

  14. Thank you…any questions?

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