Seminar for non fundraisers

1. Corporate
Fundraising
A beginner’s guide

2. Outline of the workshop
 What is corporate fundraising and how do
we do it?
 Examples of successful partnerships
 Key elements of corporate fundraising
 Exercise 1 - Developing further an existing
corporate partnership
 Exercise 2 – Introducing a new corporate
partnership
 Exercise 3 – Clinton Cards CRM
opportunity

3. What is corporate fundraising?
 The relationship between business and
good causes
 Mutually beneficial for both partners

4. Why might a corporate wish to
partner with a charity?
 To attract new customers or secure the
commitment of existing customers
 Drive sales of products or services
 Enhance brand profile
 Meet its businesses objectives
 Network with key influencers

5. Why might a corporate wish to
partner with a charity?
 Align with a cause that is relevant to its
business
- customers, clients and staff
 Access volunteer opportunities for staff
that will benefit staff and the business
personal development, training
 Corporate social responsibility in practice
 Exposure to celebrities and endorsement
by a third party

6. What can a charity offer a
corporate partner?
 Networking opportunities amongst peers –
Carphone Warehouse and The Prince’s Trust
 Access to new customers – Powergen and Age
Concern England
 Ally services or core business to the partner –
Microsoft and Age Concern England
 Branding opportunities
 Corporate hospitality opportunities
 Celebrity endorsement

7. Key elements of a partnership
 Charity of the year adoption
 Corporate donation
 Employee fundraising – events, payroll giving
 Cause related marketing
 Sponsorship
 Gifts in kind – goods, services, pro bono staff
time
 Volunteering – secondment, training
 Corporate hospitality
 Corporate trust or foundation

8. A selection of current partners at
RAFBF
 MBDA – European defence manufacturer
 BAE – UK’s largest defence manufacturer
 Airfix – aircraft kits
 Shepherd Neame – regional brewer
 Towergate Wilson - insurance

9. Examples of successful corporate
partnerships
 Deloittes and Help for Heroes
 Marks and Spencer and Oxfam
 Tesco and CLIC Sargent

10. Deloittes and Help for Heroes
 Deloitte is raising funds to support Help for Heroes’ vital work in developing Personnel
recovery Centres for wounded ex-servicemen and women. These centres not only provide
medical support but also a full range of services, such as skills training, career
advice, emotional support and physical rehabilitation - all of which help the wounded at
every step in their journey from the armed forces back into civilian life. Deloitte people have
already raised over £200,000 for Help for Heroes through payroll giving and a variety of
fundraising efforts including a sponsored trek up Kilimanjaro by 100 partners and
employees. Many more events are planned.
 We have already carried out a range of pro-bono activity with Help for Heroes, using the
skills and resources of the firm. Three projects are already underway, working with Help for
Heroes to address key items on their agenda as they continue to expand. As the
rehabilitation centres are developed we will offer opportunities to our people to support the
core aims of the centre, for instance in volunteering to deliver financial planning and
employability skills workshops. We will also use our suppliers and contacts to help fit out
these centres with appropriate IT and training equipment.
 We are also working with the charity to identify opportunities to engage our clients and
contacts, raising the profile of Help for Heroes and helping it to maximise its fundraising
potential. For instance, we were a Medal Sponsor for the Heroes Concert at Twickenham
on 12 September. We are also utilising the full resources and contacts of the firm to
support the charity in its core mission, including our existing relationships with the Ministry
of Defence and with ParalympicsGB through the Deloitte Disability Sport initiative.
 Deloittes website

11. Deloittes and Help for Heroes
 Charity of the year 2010 - employee vote
 Employee fundraising – Kilimanjaro
Challenge, payroll giving
Value: £250k
 Corporate hospitality – Heroes
concert, Twickenham stadium (70,000
audience)
 Gift in kind or pro bono – overhauled the
website, business processes, web shop
- Value: £850k

12. Marks and Spencer and Oxfam

13. Marks and Spencer and Oxfam
 The Clothes Exchange – in operation
since 2008
 Mechanism – donate your old M&S
clothes to Oxfam and receive a £5 M&S
voucher
 Addresses landfill - over 250,00 tonnes
avoided
 Raised over £3m for Oxfam
 Generated foot fall for M&S and huge
amounts of good will plus media coverage

14. Marks and Spencer and Oxfam

15. Tesco and CLIC Sargent

16. Tesco and CLIC Sargent
 Tesco Charity of the Year 2010
 Value – c. £2.7m
 Income mix includes:
In store collections – cash, mobile phone
recycling
Employee fundraising, supplier fundraising
0.5% of cash transactions at Tesco cash
points
% of cost price of certain products sold

17. Joined up thinking... Who can help
us?
 PR agencies
 Marketing agencies
 Staff at leading businesses
 Banks, lawyers, auditor, other retained
agencies
 Our own contacts and networks
Trustees, Ambassadors, advocates, supporter
s
 Trade associations
 Lateral thinking

18. Sponsorship
 Raises brand or product awareness
 May link a range of business benefits –
corporate hospitality, networking

19. Visa and London Olympics
2012

20. Gift in kind
 Goods, services
Raffle prizes, surplus stock for merchandising
 People skills or pro bono support
Charity audit, secondment of a business
volunteer
 “For many businesses, giving a cash gift to
charity just isn’t possible”. John
Walker, Chairman of the Federation of Small
Businesses (Third Sector, May 2011)

21. Real Travel for Scope

22. Ixigo for World Vision

23. Cause related marketing
 Business in the Community:
“All other factors considered, customers will
choose a product that benefits a cause
over one that does not”.
 An agreed percentage or specified amount
of the product retail price is donated to the
charity

24. Red Lion Foods and Services’
charities
 A new consumer brand, launched
November 2010
 Set up to support specified Service
charities:
Forces Select Foundation
Gurkha Welfare Trust
SSAFA
Help for Heroes
The British Legion
Sir Oswald Stoll Foundation

25. Red Lion Foods

26. Aspinall of London and
British Red Cross

27. Ethics and ethical business
 Why have an ethics policy?
 What is acceptable and what it not
- Age Concern England and Barclays
 Service charities and the Defence industry
 Pharmaceutical industry and healthcare
charities
 Food industry and young children
 What is best for our beneficiaries?

28. How will we get started?
 Research
 Identify
 Engage
 Pitch
 Win
 Secure
 Commit

29. Research
 Desk research to understand the potential
partner or industry sector
Internet, Annual Reports, trade
publications, press
 Determine the business benefits of a
partnership
 What can we learn from similar
partnerships?

30. Identify
 Identify the right company in an industry
field
 Identify the gate keepers and budget
holders
Marketing
Sales
Brand manager
Product development
HR
Charity committee
Probably not the Chairman’s wife!

31. Engage
 Introduce the charity
 Introduce opportunities for support
 People like to do business with people
they like and trust
 Timeline = 6-18 months

32. Pitch
 Invitation to pitch or proactive approach ?
 Clear business benefits
 A clear offering

33. Win
 Hurray!
 Celebrations and announcements

34. Secure
 Contract – Fundraising agreement in place
 Schedule of activity, including joint PR and
comms
 Schedule of payments due
 Clear and careful account management

35. Commit
 3-5 years support, confirmed
 Organic growth in the relationship
 Introduction to their network, to keep
building fresh partnerships
 Recognition
Access to our networks, key influencers
Naming opportunities
 Awards

36. What makes good account
management?
 Single point of entry into your organisation
 Account manager = key worker
 Manage all communications with the
partner, to time
 Might need to match personalities!
 Capacity to handle the relationships
Tesco COTY will take a team of 6 to deliver –
fundraising, Comms and PR

37. What can RAFBF offer a corporate
partner?
 A strong and enduring heritage, 90 years old
 We are respected for what we do and our core
values
 Access to senior serving members of the RAF and
key decision makers
 Loyal active supporter base 30,000+ and growing
 Active communications in place –
website, Facebook, Twitter, newsletters
 We secure media coverage
 We hold stylish events in stylish places
 We can offer places in challenge events - British
London 10k and new challenge events programme

38. Exercise 1 – An existing
partnership
 Developing an existing corporate
partnership
 Add one more dimension to it:
Sponsorship
CRM
Employee fundraising
Customer or client engagement
Gift in kind

39. Some of our current partners at
RAFBF
 MBDA
 BAE
 Airfix
 Shepherd Neame
 Aberdeen Asset Management
 Towergate Wilson

40. Developing current partnerships
 MBDA: corporate donation + employee
fundraising and bespoke team building
events
 BAE: corporate donation + Charity of the
Year
 Airfix: CRM and gift in kind + sponsorship +
corporate donation
 Shepherd Neame: gift in kind and CRM +
employee fundraising and networking events
 Towergate Wilson: corporate donation +
employee fundraising + CRM

41. How could Quarriers work with a
new corporate partner ? Adopt Quarriers as their Charity of the Year
 Sponsor our events
 Come to our events, network with our other partners and
people of influence
 Cause Related Marketing - a 5% donation from the sale
of their product can raise much needed funds and helps
raise awareness
 Employee Fundraising - join a Quarriers event or
challenge or let us help you organise your own event.
Payroll Giving
 Volunteering – donate general or specialist skills to help
us
 Gifts in Kind – we welcome auction and raffle prize
donations
 Buy our Christmas cards

42. Exercise 2 – A new partnership
 Develop a new partnership for your
organisation
 Base the partnership on one element or
strand of activity
 Look to grow value for your organisation
and secure the support of the partner
 Ideas ...

43. Exercise 3 - Clinton Cards
Your charity has been invited by Clinton
Cards to pitch to be the benefiting charity
of a new range of cards for Father’s Day.
How would you construct the pitch?
What would your charity offer Clinton
Cards?

44. Exercise 3 About Clinton
Cards
 Clinton Cards is the UK’s largest specialist retailer of
greetings cards, plush merchandise (soft toys) and
related products
 654 Clinton branded shops and 176 Birthdays branded
shops, and www.clintoncards.co.uk
 Still a family business, set up in 1968 by Don
Lewin, the present Chairman and Chief Executive
 £400m turnover
 8,500+ staff, 60% are part-time
 Other charities supported recently (£389,000 in 2010)
include Marie Curie Cancer Care, The British Heart
Foundation, The Lewin Chair for Pancreatic Disease
at UCH