Membership Services, Association of NHS Charities & Jon ......Pitfalls! - Need to be managed - Volunteers may undertake project that is a financial cost - Lack of skills - Lack of

Jon Scourse Membership Services,

Association of NHS Charities & Jon Scourse Associates

Corporate Fundraising

The Opportunities

……

and the Pitfalls

Jon Scourse Associates

Differing perspectives

CHARITY <<<<<>>>>> COMPANY

The philanthropic driver

Donations

Gifts in Kind

Sponsorship

Corporate Relationship

The commercialdriver

Profit

PR

Sales growth

Staff (HR)

Fundraising Mix

Synergy

Mutual benefit

PR

Local


SYNERGY

Finding areas of common interest:

• Shared synergy: e.g British Airways and UNICEF, Guide Dogs and Andrex, British Red Cross and Elastoplast

• Shared beliefs: e.g RSPCA and responsible farming, Soil Association and organic food

• Shared locality: Waitrose and small community charities, London Air Ambulance and Foxtons


Pitfall! - Resourcing Company Relationships

• Companies expect commitment

• It is a contractual partnership with clear, agreed objectives

• Charities fail if they cannot deliver – its commercial!

• Charity resources must be dedicated to pro-active operation

• The charity needs to have a regular presence within the partnership

• Bringing ideas and innovation..its not just financial

• Thinking outside the box

• One point of contact for both parties


Corporate Fundraising Options

1. Sponsorship

2. Local – SME’s

3. Gifts in Kind

4. Staff

5. Marketing Partnerships

6. Charity of the Year

7. PayrollGiving

8. CRM

9. Affinity

10. Volunteers


SPONSORSHIP

• Events• Publications• Campaigns• Corporate PartnershipsPitfalls!- Managing expectations: realism for both parties- Clear agreements- Reputational exposure – both ways- VAT! – it’s a trading relationship


LOCAL – Small and Medium Enterprises

• NHS charities are good opportunity for local SME’s• Companies eager to lift their profile locally• Staff involvement• Joint branding opportunities• Local sponsorship and PRPitfalls!• Make sure that you have a contract, with time limited

clauses• Control the fundraising element• Don’t frighten the horses, back at NHS base..• Protect your brand


GIFTS IN KIND

• Can be very useful

• Equipment and services

• Material aid

Pitfalls!

- Needs to be managed – must be appropriate

- Can be costly – no direct income raised unless budgeted expenditure

- Evaluation can be a challenge

- NHS local management and policies, check first…


STAFF FUNDRAISING

• Good for morale

• Can raise substantial funds

• Matched giving

• Team approach = good HR

• Third parties

Pitfalls!

- Resourcing

- Usually limited to one or two years


Taylor Wimpey and the Youth Adventure Trust


The Youth Adventure Trust• Taylor Wimpey Challenge

• Challenge event every year – Lake District or Wales

• Marketed to all company offices for a team x 5 staff

• MD also has a team of Directors

• Event brings company staff together

• Good for morale – competition for best fundraising team

• 2016: 1 weekend, 56 teams - £146k net as all costs sponsored

“Our partnership has been incredibly successful. The regional offices have

been brought closer together, staff teams have bonded, individuals have

challenged themselves and in two years we have raised over £250,000 for the

charity.”

Peter Redfern, Chief Executive Taylor Wimpey


CHARITY OF THE YEAR• Competition – pitch needs resources

• Can raise substantial funds – but only for one year, trustees please note!

• Access to staff communications

• Confidence in both parties to deliver

• High exposure with access to consumers builds brand awareness

• Time limited – very intensive commitment = dedicated staff

• It’s a business relationship

Pitfalls!

- Resourcing!!!!

- Managing expectations – budgets

- Opportunity costs

- Know exactly who does what

- Points of contact


CAUSE RELATED MARKETING (CRM)

• Sophisticated marketing – primarily larger charities

• Good profile for the charity

• Good profile for the company

- Exactly what is the deal?

- Who decides re: packaging design etc?

- How much will be raised – limits?

- Needs skilled staff

- Pitfall experience!: Guide Dogs and PedigreeJon Scourse Associates

Guide Dogs and Pedigree


M & S and GOSH

Since 2011, M&S and its suppliers have donated over £1.6 million to Great Ormond Street Hospital Children’s Charity to help achieve vital improvements in childhood nutrition. Of this, £600,000 has come from their Simply Kids and Tiny Taste Buds food products.

Over 31 million M&S children’s meals and food products have been sold in support of GOSH since 2011 and currently 109,448 customers are choosing the Taste Buds and Tiny Taste Buds range in support of GOSH every week.

"We’re really excited to be partnered with the team at Great Ormond Street Hospital and hope this will help the professionals, who are treating children with what are often life-threatening illnesses, discover more about their root causes."Claire Hughes, Head of Health, Nutrition and Science at Marks & Spencer


VOLUNTEERS

• Can be very useful, if focussed to need• Good publicity opportunity• Require management• May not bring in extra fundsPitfalls!- Need to be managed- Volunteers may undertake project that is a financial

cost- Lack of skills- Lack of sustainability- NHS complications with access and internal politics


Think outside the box!

Bosnia – 1994/5

• Eurocamp - Bihac Refugee Camp

• TNT – HGV support

• Foster Wheeler – HO furniture


The case for support

• Vision and mission

• The problems to be addressed

• How you will address these problems?

• Why now – urgency?

• How much will it cost?

• You need case studies that resonate


CAUTION!There are many inscrutable commercial operators offering goodwill gestures to charities.

Take great care, as they may want what you can offer them at a return which might be negligible.

Always pause, evaluate, check, before accepting any approaches.

Make sure you have – and test against - an ethics policy.

Always be very cautious when a third party offers to run a fundraising event.

Never be afraid to say “no” whatever the temptation and pressure to raise funds.


Thankyou

Enjoy developing your corporate partnerships!


Documents

Membership Services, Association of NHS Charities & Jon ......Pitfalls! - Need to be managed - Volunteers may undertake project that is a financial cost - Lack of skills - Lack of