Rebecca Mauger

Head of High Value Giving, British Red Cross

Finding

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

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

> USP

> Synergies with companies / business sectors

> Benefits you can offer a company

> Corporate partnerships strategy

> Options for partnering with companies….

> Existing relationships / networks…

Stage 2: Know your own organisation

> 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

Options for partnering with companies

Organisational contacts / networks

Within fundraising

Wider organisational contacts

SMT and Trustees

Volunteers

Service delivery teams

Service users

Colleagues

Suppliers

Existing supporters

Places to spot opportunities and trends:

> Company websites

> General business sector publications

> CSR / Marketing publications

> Charity sector publications

> Competitor activity

Stage 3: Know your marketplace

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

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!

Top 10 target list

COTY calendar

Strategic account plans

18 month donor pipeline – longer in recession!

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

Stage 5: Know your target companies / sectors

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

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

Thank you…any questions?