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Working successfully with corporate partners Charities Aid Foundation
David Hopkins Senior Advisor – Charities, Grant Making and Legacies
Areas to cover
Introduction to CAF and our work with corporates
The state of corporate giving today
The range of corporate giving vehicles and mechanisms
What corporates are looking for in a charity partner
Roadmap to engagement and tips for partnership
Charities Aid Foundation (CAF) pioneers effective ways for donors and charities to achieve greater social impact.
CAF includes CAF Bank, CAF Venturesome, and CAF Philanthropy Services.
CAF Bank and CAF Venturesome offer deposit, lending, and social investment solutions
to over 16,000 charities and social enterprises.
CAF Philanthropy Services works with individual, family, and company donors globally to optimise their impact through advisory and transactional services.
We are one of the UK’s largest charities with
over 80 years of experience and offices in 9 countries.
Charities Aid Foundation
Our model and who we serve
Mission
Motivating society to give ever more effectively, helping to
transform lives and communities around
the world.
Solutions Sector Development
Educate Donors
Influence Government Policies
Build Nonprofit Capacity
Charities
Donors Individuals
Families Companies
Foundations
Philanthropy solutions, from idea to impact
Advisory services Donor-advised giving
vehicles
Banking solutions for charities Deposit products Secured loans Investment products
Alternative social investment solutions Unsecured loans
Specialist funds
Headline figures
We are the UK market leader in managing philanthropic capital with over £1.1 billion held in custody for donors.
We distributed over £400 million to charities for donors in 2013.
Over 16,000 charities rely on CAF for financial services and strategic support.
We work with over 75% of the FTSE 100 and run the UK’s most popular payroll giving scheme Give As You Earn, which helps 3,000 companies and over 400,000 staff give regularly.
We can count over 3,700 high net worth and ultra high net worth individuals as our private clients, providing them with advice and support to underpin their philanthropy.
Our Advisory clients
The state of Corporate Giving today
Corporate giving continues to represent a small slice of overall charitable giving in the UK, providing around 2% of charity income, against the 43% provided by the general public.
Research by the Directory of Social Change published in June 2013 places for those companies analysed giving as a percentage of pre-tax profits at 0.4% with cash giving at 0.3%, still well below the 1% standard advocated by many as a benchmark.
Total cash giving by companies to UK charities sits at between £400 – 500m a year.
Nature of giving by FTSE 100 companies
Business leaders understand the impact of effective community investment
Customers and employees care
Corporate Giving – trends
The top 3 causes supported are community and social welfare, education and children and young people (with more than 50% of companies supporting these causes). The most money given by companies goes to educational projects.
“People used to be very suspicious if your activity was linked to core business. Now they are suspicious if it is not.”
Andre Dunett, Director, Vodaphone Foundation
“Companies of the future may look to how community programmes can help them to gain a foothold in a new market, reach out to people,
apply their skills, innovate and learn.”
Frank Krikhaar, Global Head of Corporate Responsibility, Aegis Group
Many corporates are on a journey
British Gas & Shelter
Five year partnership to improve living conditions for 1 million households. Seen as a
joint enterprise using Shelter’s history, expertise and credibility around
housing & British Gas’ scale, reach, visibility and practical solutions.
Aiming to address the fact that private rented homes are in a worse physical condition
than in all other tenures.
Aim to transform 1 million homes, with a focus on warmth and safety
Set up rural outreach and advice hubs in for those faced with debt issues – created
cross referral processes across Shelter and BG channels
Joint campaigning to improved private rented standards and advice to landlords and
renters
Aimed to raise awareness of the partnership with BG 12 million customers.
5 yr target to raise £1m for Shelter through employee engagement
3,000 employees volunteering 30,000 hours of their time over 5 years including
“Adopt a Shop” value
The different ways in which corporates give & partner with charities
Cause related marketing
Corporate foundations
Payroll giving
Employee fundraising
In-kind support & volunteering
Charity of the Year
Strategic and charity partnerships
Sponsorship
Corporate foundations
Charity of the Year
• Saffron Acres Project turned 12 acres of disused inner city land in Leicester into allotments that would teach community about health lifestyles.
• Co-operative provided charity with skills and contacts it required to bring its plum jam and apple chutney to market, which was produced by students with learning difficulties.
• Products sold in 52 of the cooperatives stores in Leicester with the money raised going back into the allotments.
Saffron Lane Neighbourhood
Council & Central England
Co-operative
• Using £200,000 of funding the Collective has been established to provide affordable work spaces in unused buildings. The project has helped to provide a dedicate job broker for employment, a hub manager for business support, a pop-up manager, and a software specialist who teaches local students.
• The project has created employment and new businesses. The first 27 businesses achieved a 103% growth rate and created 64 internship opportunities in 11 months. 120 new businesses have been created with more than 30 new jobs lasting more than six months.
CTU Community Project with
Camden Town Unlimited
What features are corporates looking for in a charity partner?
Key desired features
Their “cause heartland” has a strong strategic
business fit
They offer real differentiation and standout
They provide marketing and
PR support across all channels
including social media
They can measure the
long term impact of their programmes and create a
“legacy”
They have a track record of
professional business
partnerships – with trusted stewardship
capability
They can successfully manage the
eventual exit from the relationship and move on,
avoiding dependency
There are opportunities
for staff development via
volunteering
The absolute essentials
• A defined point of contact who can act as an “account manager”
• Strong recognition of the relationship across all outward facing channels – annual report, website, press releases
• A shared narrative and ability to articulate why the partnership makes sense for both parties
• Clarity around how success of the partnership will be measured
Tip number 1 - think carefully before investing resources & be realistic
• It is possible to can find yourself investing significant time for a marginal return.
• Corporate partnerships are about relationships which need to be serviced – do you have the resources to do this effectively?
• Are you clear about what you can offer a corporate partner?
Tip number 2 - develop a clear corporate offer
Take time to consider and articulate
• Your unique selling point and track record
• Why your work is a strong fit with the company you are talking to
• Practical outputs you can deliver
• Volunteering opportunities
• Events
• PR / publicity opportunities
• Impact data
• Being part of a compelling vision
• The difference support will make to the local community
• A portfolio of different ways in which the company could assist
Tip number 3 - start from the inside out and leverage existing relationships first
• Identify supporters, staff or volunteers with a relevant business connection who would be happy to take your cause on and make the right connections within a company
• Equip the whole team with the tools to spot fundraising opportunities and to make useful connections
• Circulate your “hit list” for new partnerships
• Develop 5 key impact headlines everyone can use
• Make sure everyone knows what is on the Xmas list (IT and office equipment; a new van etc.)
Who sends about 50 Christmas Cards to family
and friends?
Who send a Christmas card to a company MD
or CEO or knows someone who does?
Who sends a Christmas card to a millionaire or knows
someone who does?
Who sends a Christmas card to someone in the media or a celebrity or knows someone
who does?
Tip number 4 - find your champion and nurture and support them
• May be the CSR Manager; a PR representative; head of the Foundation; the CEO’s PA or the CEO. Meet with them face to face; invite them along to celebration events; write them handwritten updates.
• Ask them what they need to be able to be able to advocate for your charity within their company. Arm them with quotes, stories and statistics
• Involve them in decision making and give them things to do (as long as they don’t take too much time)
• Thank them and treat them as you would a major donor
Tip number 5 - focus on growing the relationship step by step
• Your first engagement may be a one-off event so have a plan as to where you want to take the relationship over time
• Focus on win/win & be specific about how the ask will advance corporate objectives
• Create opportunities for joint branding, joint planning and joint ownership
• Be patient!
• In 2006 team of five BNY Mellon volunteers spend a day at the East London community charity painting a mural. Two years later they were adopted as the investment company’s lead community partner and they combined to launch Future Links, a project which helps disadvantaged young people to find employment.
• Company ran a drop in centre at a recruitment day for the project, in which young people were offered advice on writing CVs. This was followed by business workshops, hosted at BNY Mellon’s offices, where 66 of its staff provided one-to-one employability skills support sessions to young people. The company also donated 30 laptops to the project.
• BNY Mellon have committed over £400k to Future Links. Graduation events are held at BNY Mellon offices & the CEO sends congratulatory letters to all graduates who get a job.
Community Links and BNY Mellon
Useful tools and resources
Your volunteers, employees, trustees and clients and customers
Companies House / opencorporates.com / duedil.com
Directory of Social Change – companygiving.org.uk
Mint UK
Westminster Libraries – 24/7 access to databases
Thank you
David Hopkins
@davidlhopkins
Charities Aid Foundation
@cafonline
Facebook.com/CharitiesAidFoundation
