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CORPORATE FUNDRAISING FOR BEGINNERS

Hayley Dann

Harry Gardner

Harry Gardner

Corporate Fundraiser, Meningitis Now

Hayley Dann

Head of Fundraising, St Luke’s Hospice

Vice Chair, Wild Futures

AGENDA

CSR DEFINED

CORPORATE MOTIVATIONS

CORPORATE FUNDRAISING AVENUES

5 P’S:

PASSION, PREPARATION, PERSUASION, PROPOSAL, PERSISTENCE

EXERCISE

List your top 3 corporate partnerships

How did you attract this support?

What is the impact of their support?

What more would you like to do?

CORPORATE SOCIAL RESPONSIBILITY

What is it?

Corporate social responsibility, often abbreviated "CSR," is a corporation's initiatives to assess and take responsibility for the company's effects on environmental and social wellbeing.

http://www.rzdlog.com/about/cs_responsibility.php

CORPORATE MOTIVATIONS

CORPORATE MOTIVATIONS

Aids recruitment and retention of staff

Attracts investment

Attracts ethically conscious customers

Offers competitive advantage

Enhances the brand

Increased profitability in long run

Leadership development

Business opportunities

WAYS CORPORATES CAN SUPPORT A CHARITY

Volunteering

Gifts in kind

Employee fundraising

Matched giving

Corporate donation

Charity of the year

Sponsorship

Cause related marketing

VOLUNTEERING

Volunteering opportunities are a great opportunity for you to engage their staff with your cause.

Examples of volunteering:

St Luke’s volunteering scheme

EMPLOYEE FUNDRAISINGEmployee fundraising, if done right can be great fun! Staff can get involved with some crazy activities while

raising funds and it gives them that all important break from the computer.

Whether the company is:

• Holding a dress down day

• Cake and coffee day

• Office fundraising e.g. office Olympics

MATCHED GIVING

CORPORATE DONATION

• Tax incentives

• CSR objectives

• Prompt & appropriate thank you

• Pick up the phone

• Make an appointment

CHARITY OF THE YEAR

Charity of the year is the perfect opportunity to build a strong relationship with a company and its staff. Often

these partnerships are exclusive for the year and then it is the company's policy to select a new charity.

THE PITCH!

What can you offer?

Microsite

Expertise/ knowledge

Volunteering days

Events programme

Networks

Talks for staff

What is their pledge?

KPI’s

Time frame

Examples:

Bristol and Avon – pledged £100,000

FUNDRAISING AGREEMENT

SPONSORSHIP

There are different kinds of company sponsorships

e.g. Midnight Walk

e.g. Meningitis Now – Charity Law Cube /

Legal partners donate skills as gift in kind

Contracts

Invoicing

VAT

EXERCISE

Take 5 minute to list out all your assets:

Website hits

Facebook likes

Twitter followers

Newsletters

Enews subscribers

Events

Blog subscribers

You tube subscribers

Vehicles

Other platforms:

-online giving platform

-other forms of advertising

-media relationships

Think about who are your target market(s)

-service users

-supporters

What is their age/ gender?

Where do they live/shop/eat/play?

What companies can you think of that have these as

customers?

Package it up4

21

3

SPONSORSHIP PACKAGE

Example – Midnight Walk take through pdf

CAUSE RELATED MARKETING

5P’S Passion Preparation

Proposal Persuasion

Persistence

PASSIONPassion for your cause

Interest in their business

Stats & story: what’s your killer number?

Smile

Body language

Professional

PREPARATION

Do your research

Due diligence

Know their business

What are they good at?

What are their weaknesses? – CSR on their website/ marketing / digital

Polish your pitch: 1m/ 15m/ 30m

Outfit – dress appropriately

Acquisition

networking

Cold calling

Mailings

Face to face

meetingsIntroductions

Staff/

Volunteers

Invitations

PERSUASION

Body language

Get in the right mind-set

Make the most of your conversations

Be Positive

Visualise getting the partnership

Think “I am going to get this”

Connect

Find out

Match

Close

SELLING:A 4 STAGE PROCESS

THE QUESTIONING FUNNEL

Open Open Probing

Directive

Closed

THE RULES OF NEGOTIATION

Know what you want: visualise

Seek win/win

Ski in the right direction

Hold your nerve

PROPOSAL

• Proposal

• Contract

• Invoice

PERSISTENCE

Handle objections with solutions

Contract/ agreements

Professionalism

Schedule retention activities

After every meeting:

Reflect on what worked

Reflect on what didn’t work

What would you do differently

QUESTIONS?

@haydann

@stroudiegardner

hdann@stlukes-hospice.org.uk

harryg@meningitisnow.org

LINKS

HMRC

https://www.gov.uk/topic/business-tax/vat

IOF

http://www.institute-of-fundraising.org.uk/code-of-fundraising-practice/sections/corporate-partnerships/

http://www.institute-of-fundraising.org.uk/code-of-fundraising-practice/guidance/charities-working-with-

business-guidance/

Contracts

http://www.institute-of-fundraising.org.uk/library/sponsorship-contract-template/

Powerful body language

http://www.thestar.com/life/2010/10/01/the_secret_to_feeling_powerful_strike_a_pose.html