Finding
Rebecca Mauger
Head of High Value Giving, British Red Cross
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
Stage 2: Know your own organisation
> USP
> Synergies with companies / business sectors
> Benefits you can offer a company
> Corporate partnerships strategy
> Options for partnering with companies….
> Existing relationships / networks…
Options for partnering with companies
>
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
Organisational contacts / networks
 Within fundraising
 Wider organisational contacts
 SMT and Trustees
 Volunteers
 Service delivery teams
 Service users
 Colleagues
 Suppliers
 Existing supporters
Stage 3: Know your marketplace
Places to spot opportunities and trends:
> Company websites
> General business sector publications
> CSR / Marketing publications
> Charity sector publications
> Competitor activity
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
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!
 Top 10 target list
 COTY calendar
 Strategic account plans
 18 month donor pipeline – longer in recession!
Stage 5: Know your target companies / sectors
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 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
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
Thank you…any questions?