Rebecca Mauger Head of High Value Giving, British Red Cross Finding
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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
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> 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
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Organisational contacts / networks
Within fundraising
Wider organisational contacts
SMT and Trustees
Volunteers
Service delivery teams
Service users
Colleagues
Suppliers
Existing supporters
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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
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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
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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!
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Top 10 target list
COTY calendar
Strategic account plans
18 month donor pipeline – longer in recession!
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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
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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
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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
BRCS
Thank you…any questions?
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