Corporate Fundraising NIDOS 9 June 2009 Judith Lowes
Copyright Judith Lowes 2009
Aims of day • • • • •
Is corporate fundraising right for you? What are companies looking for? What might INGOs be looking for? Identifying potential supporters? Potential pitfalls and tips for success
Copyright Judith Lowes 2009
What are companies looking for? • Competitive advantage • Not to be left out • Recognition • Enhance reputation Build shareholder value
Copyright Judith Lowes 2009
Why might a company support you ? • • • • • •
Policy Peer pressure (so find their peers) PR People (staff, customers, stakeholders) Profit Shared values or objectives
Copyright Judith Lowes 2009
Policy • • • •
Can be found on websites/directories If you can demonstrate you fit - great! Policies are a guide to giving but not definitive Only large companies tend to have them
Copyright Judith Lowes 2009
Peer Pressure • • • • •
Get the right person to ask “Everyone else is doing it” or “X is doing it” Gives reassurance (and fear factor if don’t) Who are peers? Geographic, personal and sector
Copyright Judith Lowes 2009
PR • • • • • • •
Even if not overtly sought usually welcome Media partner great idea What support can you offer ? Celebrity support Never promise PR Consider different audiences Keep control/approval
Copyright Judith Lowes 2009
People • Attract, retain, reward employees • Think about longer term involvement • Volunteering - esp. team challenges are v popular and may be essential • Customers - is there a fit, mutual interest? • Other stakeholders (e.g local govt, shareholders, even other charity partners)
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Profit • Increase sales (new markets & customers (donors, service users, your suppliers, could they become a supplier?) • Improve reputation • Change perception (foreign vs. Scottish, staid vs. innovative, inward looking vs. outward looking, dirty vs. clean) • Advertising/product placement • Reduce costs • Gain knowledge/insight Copyright Judith Lowes 2009
Shared values/objectives • • • • • • •
Giving children the best start in life Promoting health Creativity Leadership Care for the environment Commitment to fair trade Empowering girls Copyright Judith Lowes 2009
What companies need • Hygiene factors • Establish your credentials (endorsements) • Financially sound • Able to deliver • No negative PR • One point of contact
• A case to sell internally • Do their work for them • Make proposals easy to distribute • Show them what is in it for them • Make it individual
Copyright Judith Lowes 2009
Finding a corporate partner with a good match Make your approach personal and targeted • I’d like to meet with you because… • I’m writing to you because… • I thought of you because…
Copyright Judith Lowes 2009
Finding a good match Geographic location • Location of business, customer base and employee recruitment areas • Local vs. regional, national, UK wide, international • Think about suppliers too
Copyright Judith Lowes 2009
Finding a good match Type of business/industry What do they sell or do? • leisure, outdoor, plants, developers, architects, surveyors, medical, finance, educational materials, water, healthcare
Copyright Judith Lowes 2009
Finding a good match What image do they want to project? • International or local aspirations? • sexy, caring, young, established, trustworthy, environmentally friendly, socially inclusive, child friendly, disabled friendly, older person friendly • Do they want to reinforce their image or change it?
Copyright Judith Lowes 2009
Finding a good match Size of company • Which league are you playing in? • Competition • SME’s
Copyright Judith Lowes 2009
Finding a good match Number of employees • Especially relevant for payroll giving, charity of year, adventure holidays and corporate challenge type fundraising • Many directories list by this criterion • Don’t overlook public sector & unions
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Finding a good match Employee profile • Gender balance, white collar/blue collar, flexible working, policy on training, social clubs, benefits offered
Copyright Judith Lowes 2009
Finding a good match B2B Customer profile • Local, international, business, government, public authority, many customers or few • Can you provide an opportunity for memorable/ exclusive entertaining (fundraising gala, lecture/conference, concert or private visit) Copyright Judith Lowes 2009
Finding a good match Consumer profile • Have you got evidence their consumers will support your cause? • If not, get it • Do you advertise in the same publications? • Do they want your database ??? Inserts vs. promotion Copyright Judith Lowes 2009
Finding a good match Unusual links • Rolls Royce /Sinfonia Viva • Murray Beith Murray - Walter Scott • Susan Rice – Rembrandts Women
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Finding a good match You have knowledge/expertise they need • Crime Concern – Legal & General
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Making the approach • The most important word… BECAUSE • Talk in terms of the other person’s interest
Copyright Judith Lowes 2009
Research – UK Trade & Industry
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Marys Meals Corporate donations Tesco Charitable Trust Duncan Bannatyne Sir Tom Farmer (Farmer Foundation) Iamco Medicor 10% of Malawi work funded by Malawi businesses
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Street Child Africa
Copyright Judith Lowes 2009
Creative gifts in kind • Oxfam & M&S - £1.7M • Oxfam Fabric4Life – Grangers • Yorkhill & Forrest Media
Copyright Judith Lowes 2009
Recession busting tips • • • • • • • • • •
Don’t stop asking Focus on current and past supporters Seek out those doing well Keep bang up to date with news Show added value and ways to save money On line marketing holding up best Demonstrate a return on investment Be sensitive & show understanding Make it easy to help – ready made activities Fit more important than ever Copyright Judith Lowes 2009
ICAP Charity Day Dec 2008
Copyright Judith Lowes 2009
Lidl raise money for charity
• belfasttelegraph.co.uk WEDNESDAY, 26 NOVEMBER 2008 • UNTIL SUNDAY, NOVEMBER 30, LIDL WILL BE DONATING 10 PERCENT FROM ALL PURCHASES OF FRUIT AND VEGETABLES OVER £10 TO THE ULSTER CANCER FOUNDATION (UCF). • “LIDL SHOPPERS BUY GREAT VALUE FRUIT AND VEGETABLES, ESSENTIAL FOR A HEALTHY, BALANCED DIET, WHILE UCF RECEIVES ESSENTIAL FUNDS TO CONTINUE ITS EXCELLENT WORK.” SAYS LIDL'S MARTIN MCGLONE. • RESEARCH CONTINUES TO SHOW THE BENEFITS OF FRESH FRUIT AND VEG IN THE FIGHT AGAINST CANCER.
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Pitfalls • • • • • • • •
Mismatched expectations Timing Key contacts moving on Who are the key contacts? Building relationships is time consuming Difficulty of research Ethics Fundraising element gets lost Copyright Judith Lowes 2009
Finding a good match A word on ethics • Trustee responsibility • What would the Daily Record say? • Survey all stakeholders
Copyright Judith Lowes 2009
Predictions – corporate fundraising income 2009 (PricewaterhouseCoopers survey) 60
50
40 Decline Flat Grow
30
20
10
0 % of respondents
Copyright Judith Lowes 2009
Going Up According to Third Sector • Socially responsible business practices • Cause promotions (in kind contributions) • Employee volunteering
Copyright Judith Lowes 2009
Going Down • Balls • Corporate philanthropy • Cause related marketing
Copyright Judith Lowes 2009
10 keys to success 1. Use a tailored approach – because… 2. Create and sell solutions 3. Know your targets – go after them 4. Cultivate an army of squirrels 5. Understand why you fail and succeed 6. Rational and emotional benefits 7. Demonstrate credibility 8. Become someone they want to see 9. Grow acorns into oaks 10. Ask enough people Copyright Judith Lowes 2009
Christian Aid Cause related marketing • Ecotricity - £15 for customer switching • Aquaid – water promotion on pack
Copyright Judith Lowes 2009
Children in Distress • Gifts in kind Web Design - Chris Cole & Associates Web Content - Aberdale Associates Video Production - MTP Vision Print Production - Hay Nisbet Copyright Judith Lowes 2009
