corporate giving a company perspective john bird slides

corporate giving a company perspective john bird slides 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 there unhealthy interest in large corporates

why am I here? frustrated with charities we’ve worked with frustrated by the information out there unhealthy interest in large corporates what do I want you to do? think from a company point of view don’t just think big companies

51 number of fascinating slides left agenda • why am I here • current situation • our experience • the science bit – some research • recommendations and discussion 83 randomly informed opinions

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

charity opportunity? hospice local environment national transport homeless #1 local environment respite care homeless #2 wildlife company happy?

succes s story • 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 BS 8555 • 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

homeless charity sad story • green commuting charity • contributed to their newsletter • slept out twice • largest group donor • company matched all money raised • spoke to a director

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

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

my research “companies will pay for a tangible benefit or product”

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?

survey headlines

26%

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 commerce institute of directors university business schools business awards local networking groups business in the community council panels and discussion groups Linked. In screening and research tools

turnover industry 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

questions john. bird@thankq. co. uk __ slides published on www. thankq. co. uk/events