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DevelopingCorporate relationships
A feedback report for Doorway
James Westley
25/06/15
Introduction:
There are 160.000 charitiesinthe UK
£1.8 billionpoundsisgivenbythe private sectortothe voluntarysectoreach year
EU legislationinthe pipeline will require companieswithover£5 millionannualturnovertoreport
on theircompanies’social andenvironmentalimpact. Thismeansthattheywill have alegal
obligationtomake publichowtheyfulfil theircorporate social responsibilities[CSR] tothe
communitiestheyworkin.
In realitythishasbeenhappeninganywayinone wayoranotherfor a numberof yearsas the
operatingmethodsof companiescomesundereverincreasingscrutinybytheircustomers. For
instance social/greenaccountingisincreasinginitsuse inrecentyears. Thisisnotonlynow affecting
large corporate but regional andlocal companieswhosense thattheycanno longeroperate without
givingsomethingbackto the communitiestheyworkin. Thismeansthat companiesare actively
lookingforwaysto supportcommunitiesandcharities. Hereinliesthe opportunityforDoorway.
What can the corporates offercharities?
 Fundingorassisting incharityeventsincfundraisingactivity.
 Givinglinkedtosales[usuallya% such 2 or 5%]
 People –the give a day concept
 Money.
 Venuesformeetingsorlargerevents.
 Knowledgeandskill –businessexpertise,marketingetc.
 Placements.
 IT advice.
 Free courses.
 Endorsements.
 Oldoffice furniture.
 Sponsorshipof moneyorresources.
 Adoptyouas theircharityof the year.
 Operate a foodand/orclothingbankcollectionpoint
The keyis to use the companyin the rightway. FINDTHE SYNERGY. For Doorwayitmightbe a good
move to contact the Utility companies
Companieswanttofindpeople tohelpasithelpsthemtofulfil theircommunity/social
responsibilities. Approachingcompanieswiththiskindof message iseasierthensimplytakingthe
beggingbowl tothem.
The charity
X
X = Area ofsynergy
ie common ground
What do charitiesofferthe corporates?
Drivers: whywoulda corporate work witha charity?
 Philanthropy
 Affinity
 Mutual benefit
 Social recognition
The notionof corporate social responsibilityhasgainedalotof groundin recentyearsandincoming
EU legislationforlargercompanieswill onlyfuel thisincrease. Companieswanttolookgoodand
sheddinganegative image isanightmare forthemasit is verydifficultandexpensive todo. The
meanstheyare activelylookingforwaystogetand keeppositivepublicimage.Thisisnotonlygood
newsforhemfrom the beginning –italsoavoidsthe much more expensive andpainful effectsof a
bad publicimage. Whilstcompaniesdothisfor mainly selfishreasons,it doesgive the charity
sector an open door by beingthe company’s answerto theirneedto look good.
How is this achieved?
 Good informativeexperiencesof adifferentslice of life.
 Many companiesactivelyencourageemployeestodovoluntaryworkbygivingemployeesa
fewdayseach yearto workwitha charity. Thisusuallyreallyhelpsemployee job
satisfactionastheygetto do somethingdifferentnow andagainwhichaidsemployee
retentionfigures.
 Prospective employeessee the potentialemployerinabetterlightie: hasa conscience and
not justprofitorientated.
 Newskillsandknowledgeforthe employee –itsnotjust one way!
 Potential sourcesof newcustomers
 Possible increasedsalesviabettergeneral publicprofile
 Fulfilsthe corporatesCSRrequirementsquicklyandesasily.
 Bettercompanyand brandimage
 Potential toidentifynewmarketsand/orproductsfordevelopment
Raising the profile:
 Offertodo presentationsof whatyou doto the company – AGM, Companyevents/meetings
etc.
 Get involvedwithlocal events,fetes,charityevents,College RAGweek[potential source of
income like roundtable etc].
 Social media– getnotice viafacebook,linkedin,twitter,pinterest,snapchat etc.
 Attendbusinessnetworkeventssuchasbusinessbreakfasts,AGMs,companyeventsesp
those where yourpresence mightaidthe companyimage toa potential new client.
 Workingwithroundtable androtary will raise charityprofile andmayofferrewardssuchas
a % of takings.
Approaching companies
Whenapproachinga companydo yourresearch. There is nothingworse than approachinga
companywithoutknowingwhatyouwant fromthemor whotheyare and therefore whattheycan
offeryou. Findoutwhat theydo,if theyalreadyworkwitha charity,do theyhave a CSR policy?
If the biggercompaniesinyourareaalreadyworkwitha charityor do fundraisingforone ormore
thentry the more local regional operators: Local helpforlocal people ! For smallercompaniesbeing
seentoaid theirlocal communitywould workwell. However- SainsburysandWaitrose tendto
favourhelpinglocal organisations.
Charitiesare usuallyverygoodattellingpeople whattheydobutmuchlessable at tellingprivate
sectorbusinesswhatthe benefitsare forthe company.
SPIN
S Situation: Findoutwhatthe companypositiononCSR isand whattheydo already
P Problem: Badexperience inthatpast? – workout how to avoidthat forthem
I Implication: discusswiththemwhatwouldworkforthem.
N Needforpayoff: Discoverthe mutual benefits=ie the SYNERGY. Eg: a local foodshopto
sponsorthe cookeryclubis a goodideawhereasgettingabailiff companytosponsorthe crashpad
isprobablya bad one.
Corporate Co branding:
Ways inwhicha corporate can helpyouwhilsthelpingthemselves:
Brand synergy= sharedvalues viaa productor service the corporate alreadymakesordoes. The
charityeffectivelypiggybacksonanexistingproduct. Xmascards are a goodexample of thisbut
there are otherssuch as the knittedsmoothie hats.
Opportunitiesfor Doorway:
 Xmascard % or otherproductstheyalreadymake.
 Charityof the year
 Estate agents – propertysynergyeg: % of salesincome.
See www.payrollgivingcentre.org.uk
 Payslipgiving: %of wages – usually1 – 2 %
 Foodoutletsorcafes: Sales%,Free foodstuff forfoodbankorcookerytraining. Shakertins.
Gregs or otheroutletscoulddoa Doorwaybiscuitor a menuchoice whichgivesa% of sales.
 Discountscheme fordoorwaytenantswithrelevantorganisationssuchasWilko,Partners,
ASDA,ELC, clothingstores,tradesmen,taxi firms,eveninsurance companies. Etc Thiswill
not onlyhelptenantsbut will create new customforthe companies/tradesmenconcerned.
 HelpingDoorwayateventsviasponsorship,companyvolunteers,doingthe foodtentor
donatingthe foodor raffle prizes,buyingthe gazeeboetc
 Approachthe companiesthatsupplythe one youare talkingtoat the time. See Network
mapping diagrampage16 of handbook.
 Sponsorship of ordiscountsfor:
o Telephone
o Stationary
o Banking
o IT support
o Car parkingspaces
o Employerfairs
o Heating
o Lighting
o Insurance
 Restaurants – insteadof gratuitytheyask for a donationtocharity.
Before youcontact them – REMEMBER….DO YOUR HOMEWORK.
 Warm contacts are alwayseasierthancontactingnew coldcompanies andoftengenerate
more income thannewcoldoneswhichcan take time to warm up.
 Make a listof thingsyou wantto bringup butdon’t scriptit – allow conversationtoflow
naturally.
 Who do youneedtotalk to? Thiswill dependonwhatyouare callingthemabout.
 Askto speakto a seniormanageras if they can’t helpyoutheywill transferyoutothe
personwhocan where youcan thensay “Your managersaidyou were the rightpersonto
talkto”. This increasesthe chance of youget listenedto.
 Have material/info/brochuresreadytosendtheminhard or pdf form.
 Qualifyyourcall andoffergatekeepersanopportunity. eg: HelloI’mJamesandI workwith
Doorwaywhohelpyounghomelesspeoplefindaccommodation.Iwonderedif youhad2
minutestoexplore howworkingwithuscouldhelpyourcompany.
 If theyhave no time – ask themfor a bettertime to call or whothe right personisto talkto.
 Switchboard: If the general companynumberisforexample 5000 the CEO numberisoften
5001 !! Try it and if youare in the wrongsectionapologise andasktobe transferredtothe
appropriate deptorperson.
 Use closedquestionsatthe start and end. Openquestionsinthe middle.
 Make notesabouteach contact youtry: whotheyare, whattheydo, othercontactsthey
mentionetc. Create a contactsdatabase whichindicatesthe relationshipdevelopment
potential witheachcompany.
 Secure the nextcall as it maytake several attemptstodeveloparelationshiporaffinity.
 Setup a meetingwiththemif atall possible asface to face contact workswell andoften
assuagesconcerns etc.
 Don’tcall onMondays, before 10amafter 4pm or Fridays. Havingsaidthat charitiesmaybe
the Fridayexceptionthatprovesthe rule astheyare seenas comfortable callers.
 If someone isabruptwithyou – remembertheymighthave hadabad day.
 Askthemwhat if anythingtheyhave done before inthisareaanduse thisto developthe
relationshipandexplorewhatthe possibilitiesare inthe future withyourcharity.
 Ascertainthe level of commitmenttheywouldbe comfortable withandofferthemawayto
meettheircorporate responsibilities.
Before you go: Social media – make sure the companywebsite looksinviting,fresh,uptodate and
informative. Same goesforFacebook, LinkedIn,TwitterandPinterestetcanduse each social media
type inthe rightwayor the message will lookmessyandchaoticwhichisunappealing.
Pitchingthe meeting:
 Do your homework: understandthe organisationyouare talkingto.
 Listentoand ask questions
 Personalisethe pitch
 Match withthem – inc dresscode,companylanguage andculture.
 Tell stories aboutyourwork[heart] anduse facts and statistics[head]
 Don’tbe afraidto sayyou don’tknow the answerto something. Note itdownandgetback
to them. Do not forgettodo this.
 Practice your message –what youdo, whatyouwant from themand whattheycoulddo to
helpyou. Make sure youexplainfullyhow supportingthe charitymakesgoodbusiness
sense andintermsof CSR.
 Setand senda basic draftagendaand ask foradditionsandamends.
 Put an agreementintoplace forany companythat doesmore thansimplygivesadhoc
donations. See attached handbookandadditionalinfo
 End the meetingbyaskingforanyfinal thoughts,reiterate actionpointsandsalientissues,
and seta date forthe nextmeeting. Leave charityinformationleafletsetc.
Useful references:
Instituteof Fundraising – codeof conductand working with businessguide.
Henry smith foundation forfullcostrecovery models. [see faq section].

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Doorway report on working with corporates

  • 1. DevelopingCorporate relationships A feedback report for Doorway James Westley 25/06/15
  • 2. Introduction: There are 160.000 charitiesinthe UK £1.8 billionpoundsisgivenbythe private sectortothe voluntarysectoreach year EU legislationinthe pipeline will require companieswithover£5 millionannualturnovertoreport on theircompanies’social andenvironmentalimpact. Thismeansthattheywill have alegal obligationtomake publichowtheyfulfil theircorporate social responsibilities[CSR] tothe communitiestheyworkin. In realitythishasbeenhappeninganywayinone wayoranotherfor a numberof yearsas the operatingmethodsof companiescomesundereverincreasingscrutinybytheircustomers. For instance social/greenaccountingisincreasinginitsuse inrecentyears. Thisisnotonlynow affecting large corporate but regional andlocal companieswhosense thattheycanno longeroperate without givingsomethingbackto the communitiestheyworkin. Thismeansthat companiesare actively lookingforwaysto supportcommunitiesandcharities. Hereinliesthe opportunityforDoorway. What can the corporates offercharities?  Fundingorassisting incharityeventsincfundraisingactivity.  Givinglinkedtosales[usuallya% such 2 or 5%]  People –the give a day concept  Money.  Venuesformeetingsorlargerevents.  Knowledgeandskill –businessexpertise,marketingetc.  Placements.  IT advice.  Free courses.  Endorsements.  Oldoffice furniture.  Sponsorshipof moneyorresources.  Adoptyouas theircharityof the year.  Operate a foodand/orclothingbankcollectionpoint The keyis to use the companyin the rightway. FINDTHE SYNERGY. For Doorwayitmightbe a good move to contact the Utility companies Companieswanttofindpeople tohelpasithelpsthemtofulfil theircommunity/social responsibilities. Approachingcompanieswiththiskindof message iseasierthensimplytakingthe beggingbowl tothem. The charity X X = Area ofsynergy ie common ground
  • 3. What do charitiesofferthe corporates? Drivers: whywoulda corporate work witha charity?  Philanthropy  Affinity  Mutual benefit  Social recognition The notionof corporate social responsibilityhasgainedalotof groundin recentyearsandincoming EU legislationforlargercompanieswill onlyfuel thisincrease. Companieswanttolookgoodand sheddinganegative image isanightmare forthemasit is verydifficultandexpensive todo. The meanstheyare activelylookingforwaystogetand keeppositivepublicimage.Thisisnotonlygood newsforhemfrom the beginning –italsoavoidsthe much more expensive andpainful effectsof a bad publicimage. Whilstcompaniesdothisfor mainly selfishreasons,it doesgive the charity sector an open door by beingthe company’s answerto theirneedto look good. How is this achieved?  Good informativeexperiencesof adifferentslice of life.  Many companiesactivelyencourageemployeestodovoluntaryworkbygivingemployeesa fewdayseach yearto workwitha charity. Thisusuallyreallyhelpsemployee job satisfactionastheygetto do somethingdifferentnow andagainwhichaidsemployee retentionfigures.  Prospective employeessee the potentialemployerinabetterlightie: hasa conscience and not justprofitorientated.  Newskillsandknowledgeforthe employee –itsnotjust one way!  Potential sourcesof newcustomers  Possible increasedsalesviabettergeneral publicprofile  Fulfilsthe corporatesCSRrequirementsquicklyandesasily.  Bettercompanyand brandimage  Potential toidentifynewmarketsand/orproductsfordevelopment Raising the profile:  Offertodo presentationsof whatyou doto the company – AGM, Companyevents/meetings etc.  Get involvedwithlocal events,fetes,charityevents,College RAGweek[potential source of income like roundtable etc].  Social media– getnotice viafacebook,linkedin,twitter,pinterest,snapchat etc.  Attendbusinessnetworkeventssuchasbusinessbreakfasts,AGMs,companyeventsesp those where yourpresence mightaidthe companyimage toa potential new client.  Workingwithroundtable androtary will raise charityprofile andmayofferrewardssuchas a % of takings.
  • 4. Approaching companies Whenapproachinga companydo yourresearch. There is nothingworse than approachinga companywithoutknowingwhatyouwant fromthemor whotheyare and therefore whattheycan offeryou. Findoutwhat theydo,if theyalreadyworkwitha charity,do theyhave a CSR policy? If the biggercompaniesinyourareaalreadyworkwitha charityor do fundraisingforone ormore thentry the more local regional operators: Local helpforlocal people ! For smallercompaniesbeing seentoaid theirlocal communitywould workwell. However- SainsburysandWaitrose tendto favourhelpinglocal organisations. Charitiesare usuallyverygoodattellingpeople whattheydobutmuchlessable at tellingprivate sectorbusinesswhatthe benefitsare forthe company. SPIN S Situation: Findoutwhatthe companypositiononCSR isand whattheydo already P Problem: Badexperience inthatpast? – workout how to avoidthat forthem I Implication: discusswiththemwhatwouldworkforthem. N Needforpayoff: Discoverthe mutual benefits=ie the SYNERGY. Eg: a local foodshopto sponsorthe cookeryclubis a goodideawhereasgettingabailiff companytosponsorthe crashpad isprobablya bad one. Corporate Co branding: Ways inwhicha corporate can helpyouwhilsthelpingthemselves: Brand synergy= sharedvalues viaa productor service the corporate alreadymakesordoes. The charityeffectivelypiggybacksonanexistingproduct. Xmascards are a goodexample of thisbut there are otherssuch as the knittedsmoothie hats. Opportunitiesfor Doorway:  Xmascard % or otherproductstheyalreadymake.  Charityof the year  Estate agents – propertysynergyeg: % of salesincome. See www.payrollgivingcentre.org.uk  Payslipgiving: %of wages – usually1 – 2 %  Foodoutletsorcafes: Sales%,Free foodstuff forfoodbankorcookerytraining. Shakertins. Gregs or otheroutletscoulddoa Doorwaybiscuitor a menuchoice whichgivesa% of sales.  Discountscheme fordoorwaytenantswithrelevantorganisationssuchasWilko,Partners, ASDA,ELC, clothingstores,tradesmen,taxi firms,eveninsurance companies. Etc Thiswill not onlyhelptenantsbut will create new customforthe companies/tradesmenconcerned.  HelpingDoorwayateventsviasponsorship,companyvolunteers,doingthe foodtentor donatingthe foodor raffle prizes,buyingthe gazeeboetc
  • 5.  Approachthe companiesthatsupplythe one youare talkingtoat the time. See Network mapping diagrampage16 of handbook.  Sponsorship of ordiscountsfor: o Telephone o Stationary o Banking o IT support o Car parkingspaces o Employerfairs o Heating o Lighting o Insurance  Restaurants – insteadof gratuitytheyask for a donationtocharity. Before youcontact them – REMEMBER….DO YOUR HOMEWORK.  Warm contacts are alwayseasierthancontactingnew coldcompanies andoftengenerate more income thannewcoldoneswhichcan take time to warm up.  Make a listof thingsyou wantto bringup butdon’t scriptit – allow conversationtoflow naturally.  Who do youneedtotalk to? Thiswill dependonwhatyouare callingthemabout.  Askto speakto a seniormanageras if they can’t helpyoutheywill transferyoutothe personwhocan where youcan thensay “Your managersaidyou were the rightpersonto talkto”. This increasesthe chance of youget listenedto.  Have material/info/brochuresreadytosendtheminhard or pdf form.  Qualifyyourcall andoffergatekeepersanopportunity. eg: HelloI’mJamesandI workwith Doorwaywhohelpyounghomelesspeoplefindaccommodation.Iwonderedif youhad2 minutestoexplore howworkingwithuscouldhelpyourcompany.  If theyhave no time – ask themfor a bettertime to call or whothe right personisto talkto.  Switchboard: If the general companynumberisforexample 5000 the CEO numberisoften 5001 !! Try it and if youare in the wrongsectionapologise andasktobe transferredtothe appropriate deptorperson.  Use closedquestionsatthe start and end. Openquestionsinthe middle.  Make notesabouteach contact youtry: whotheyare, whattheydo, othercontactsthey mentionetc. Create a contactsdatabase whichindicatesthe relationshipdevelopment potential witheachcompany.  Secure the nextcall as it maytake several attemptstodeveloparelationshiporaffinity.  Setup a meetingwiththemif atall possible asface to face contact workswell andoften assuagesconcerns etc.  Don’tcall onMondays, before 10amafter 4pm or Fridays. Havingsaidthat charitiesmaybe the Fridayexceptionthatprovesthe rule astheyare seenas comfortable callers.  If someone isabruptwithyou – remembertheymighthave hadabad day.  Askthemwhat if anythingtheyhave done before inthisareaanduse thisto developthe relationshipandexplorewhatthe possibilitiesare inthe future withyourcharity.
  • 6.  Ascertainthe level of commitmenttheywouldbe comfortable withandofferthemawayto meettheircorporate responsibilities. Before you go: Social media – make sure the companywebsite looksinviting,fresh,uptodate and informative. Same goesforFacebook, LinkedIn,TwitterandPinterestetcanduse each social media type inthe rightwayor the message will lookmessyandchaoticwhichisunappealing. Pitchingthe meeting:  Do your homework: understandthe organisationyouare talkingto.  Listentoand ask questions  Personalisethe pitch  Match withthem – inc dresscode,companylanguage andculture.  Tell stories aboutyourwork[heart] anduse facts and statistics[head]  Don’tbe afraidto sayyou don’tknow the answerto something. Note itdownandgetback to them. Do not forgettodo this.  Practice your message –what youdo, whatyouwant from themand whattheycoulddo to helpyou. Make sure youexplainfullyhow supportingthe charitymakesgoodbusiness sense andintermsof CSR.  Setand senda basic draftagendaand ask foradditionsandamends.  Put an agreementintoplace forany companythat doesmore thansimplygivesadhoc donations. See attached handbookandadditionalinfo  End the meetingbyaskingforanyfinal thoughts,reiterate actionpointsandsalientissues, and seta date forthe nextmeeting. Leave charityinformationleafletsetc. Useful references: Instituteof Fundraising – codeof conductand working with businessguide. Henry smith foundation forfullcostrecovery models. [see faq section].