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Corporate fundraising

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Corporate fundraising

  1. 1. Corporate FundraisingHow to meet your match.com
  2. 2. Julia Worthington Director Amber Consultingwww.amberconsulting.org.uk
  3. 3. Who are you?• Small local charity• Regional branch of national charity• Small national charity• Small international charity• Someone I have missed?• Sole fundraiser• Trustee fundraisers
  4. 4. On the shelf?• How to find your perfect partner• How to encourage interest• How to find that special synergy• What are the different fundraising mechanisms• Managing the partnership
  5. 5. PRINCIPLES OF CORPORATE MATCH MAKING• Approach• Motivation• Relationship• Money• Longevity
  6. 6. Funnel Model
  7. 7. 1. Who to Approach• Scattergun approach• Who already supporting you?• Networks – BNI – Trustees – Chamber of Commerce – Family and friends – Current corporate supporters – Contacts of current supporters
  8. 8. 1.Identify your prospects• Insider Magazine• Entrepreneur• Glossies• Free magazines• Local & Regional Papers• Sunday Times – best small companies• TV & Radio• Internet – Corporate charity connections – Twitter• E- news – Businessdesk.com – MEN
  9. 9. 1.Synergy• Values• Clients• Customers• Supporters
  10. 10. GET TO MEET YOUR TARGET• Invite the prospect to a cultivation event• Ask for their expert advise• Invite them to speak at an event• Go and hear them speak• Get an introduction through a supplier• Ring and ask for some time with the decision maker
  11. 11. Elevator Pitch• An elevator pitch is a short summary used to quickly and simply define a product, service, or organization and its value proposition• 1 minute• Key information• What you do• What you need
  12. 12. Over to you
  13. 13. MAKE A DATE
  14. 14. 2. MOTIVATION‘UNDERSTAND OUR BUSINESS, OUR AIMS & OBJECTIVES TOGETHER WITH OUR CULTURE AND CLIENTS’• Philanthropy• PR• Awards• Staff retention• Customer acquisition and loyalty• Increases motivation and productivity
  15. 15. Business objective hit infirst 12 months of 5 yearpartnership•Target of 20% reduction in 3 – 5years•Samaritans paid to deliver training •driver managers •staff at stations•Poster campaign•Donation to Samaritans•5,000 staff trained•13% reduction in suicides in 1 year•£63k saved per suicide•£1.9 million saved
  16. 16. 3.The Meeting – Stage 1• Be Professional• Dress for your audience• Know what you want to get out of the meeting• Set the scene from your perspective• Listen to what they want
  17. 17. The Meeting• Presentation or brochure • Summarise and arrange• Clear case for support follow up• Case study to enlighten • Leave something behind• charity sparkle ~ Laura & email after the meeting• Overcome objections• Tailor your offering – Employee engagement – PR – Challenges – Unique Initiatives – Trading – Events – Cultivation event
  18. 18. 4.HOW MUCH CAN CORPORATES GIVE• Sponsorship• Payroll giving• Recycling• Cause related marketing• Staff fundraising• Customer fundraising• Gift in kind• Pro bono• Charitable trusts• Challenge events• HR products
  19. 19. A MATCH MADE IN HEAVEN• Make it a partnership from the start• Legal matters• Charity have a three year plan• Understand their world• Work as equals, share your challenges• Build the partnership, keep it fresh• If it is a finite project stay in touch
  20. 20. 5.Ten years and counting
  21. 21. THE MARRIAGE• Have a plan for the partnership that you both sign off• Get as many people involved as possible at different levels• Ensure you can deliver the information needed, agree with your programme team• Have an exit strategy• Have an account manager on both sides
  22. 22. Separation• Don’t be afraid to walk away – One sided – Meeting after meeting – High on promises and low on delivery – If you have a bad feeling walk away
  23. 23. Summary• 5 principles of fundraising from corporates• Research your prospects• Elevator pitch• Meeting• Types of corporate fundraising• Partnership GOOD LUCK
  24. 24. Questions
  25. 25. Julia Worthington Director Amber Consultingwww.amberconsulting.org.uk

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