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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
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