corporate givinga company perspective

john birdslides published on www.thankq.co.uk/events

hands up corporate

fundraisers

why am I here?frustrated with charities we’ve worked with

frustrated by the information out thereunhealthy interest in large corporates

why am I here?frustrated with charities we’ve worked with

frustrated by the information out thereunhealthy interest in large corporates

what do I want you to do?think from a company point of view

don’t just think big companies

agenda

• why am I here• current situation• our experience

• the science bit – some research• recommendations and discussion

numberof fascinating

slides left51

randomlyinformedopinions83

current situation

• corporate gifts in the UK make up 3%* -7%** of total giving

• in Australia this is 29%*• there is little data on corporate giving

outside plcs• there is virtually no research on the

barriers to corporate giving

* Australian Journal of social issues (2006)** Philanthropy UK (2007)

our experience

• any means of transport other than solo occupancy car

• very difficult to reward staff• cash reward not the most effective

• staff nominated two charities

• invited us to see how the money was spent

• they wrote a press release• used their contacts for PR

• told us about RDA funding for BS8555

• they got £3,000 – we got accreditation

• we chose them for a second year

• decorating• built a sense garden• holidays for elderly

• weekend camp for mentally disabled kids

• paragliding with disabled kids• help in charity shop

• sleep out

this year

• Business in the Community• £1,500 bronze membership

• staff volunteering– literacy

– numeracy– interview skills

• team challenges

• green commuting charity• contributed to their newsletter

• slept out twice• largest group donor

• company matched all money raised• spoke to a director

homeless charity

the science bit

the australians

source: Australian Journal of social issues (2006)

corporate giving as a proportion of total

50%

68%

• shared benefits• philanthropy• personal motives• taxation

• shared benefits• philanthropy• personal motives• taxation

motives for giving

barriers to giving

other comments

small companies see far less employee

benefits than larger ones

savvy givers – give more but question

more

small companies need more help in

deciding what to do

feedback from not for profits was lacking

myresearch

“companies will pay for a tangible benefit or product”

what have you given

what have you given

decision makers

how chosen

51% have an ongoing relationship

with a specific charity

how much as % of profit?

what barriers to giving?

what would encourage you to give?

surveyheadlines

CSR

corporate and social

responsibility

CSR

• offer template policies• guidance for giving• staff development

• suggest environmental improvements

do you ask…

what do we want from a corporate

relationship?

or should you ask…

what does a company want from

a charity relationship?

sell yourselves – you’re

gorgeous

sell products

• csr policy and implementation• sponsorship, advertising and joint

branding• exploit companies competitiveness

• create specific projects• give ongoing exposure

• feel good stuff

sell benefits

• networking and introductions• staff volunteering

• don’t tell them its good pr - provide the pr

• supply the marketing know how• supply the photos

• make it quick and easy

companies usually want to give to a project not operating costs

not true

companies want a clear story, clear PR and a clear feel good factor

find me a donor!

routes to decision makers

approach the beneficiary… sales and marketing

chambers of commerceinstitute of directors

university business schoolsbusiness awards

local networking groupsbusiness in the community

council panels and discussion groupsLinkedIn

screening and research tools

turnoverindustry sector

location and employees

friends of friends – get introduced

solicitors

now I’ve found

someone…

what now

• visit them• lead the horse to water• talk to their staff• write the press release for them• offer your professional help• what do they want out of the

relationship?

what now

• make your logo and brand appealing• SEO tuned for “local“ searches

• create a clear proposition• identify products and projects

• operating costs don’t need to be unattractive

if you feel excluded by the high profile corporate relationships…..

99% of companies probably feel the same way too

john.bird@thankq.co.uk __slides published on www.thankq.co.uk/events

questions