Corporate Fundraising

A beginner’s guide

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

What is corporate fundraising?

The relationship between business and good causes

Mutually beneficial for both partners

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

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 businesspersonal development, training

Corporate social responsibility in practice Exposure to celebrities and endorsement

by a third party

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

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

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

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

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

Deloittes and Help for Heroes

Charity of the year 2010 - employee vote Employee fundraising – Kilimanjaro

Challenge, payroll givingValue: £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

Marks and Spencer and Oxfam

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

Marks and Spencer and Oxfam

Tesco and CLIC Sargent

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 fundraising0.5% of cash transactions at Tesco cash

points% of cost price of certain products sold

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 networksTrustees, Ambassadors, advocates,

supporters Trade associations Lateral thinking

Sponsorship

Raises brand or product awareness May link a range of business benefits –

corporate hospitality, networking

Visa and London Olympics 2012

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)

Real Travel for Scope

Ixigo for World Vision

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

Red Lion Foods and Services’ charities A new consumer brand, launched

November 2010 Set up to support specified Service

charities:Forces Select FoundationGurkha Welfare TrustSSAFAHelp for HeroesThe British LegionSir Oswald Stoll Foundation

Red Lion Foods

Aspinall of London and British Red Cross

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?

How will we get started?

Research Identify Engage Pitch Win Secure Commit

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?

Identify Identify the right company in an industry

field Identify the gate keepers and budget

holdersMarketingSales Brand managerProduct developmentHRCharity committeeProbably not the Chairman’s wife!

Engage

Introduce the charity Introduce opportunities for support People like to do business with people

they like and trust Timeline = 6-18 months

Pitch

Invitation to pitch or proactive approach ? Clear business benefits A clear offering

Win

Hurray! Celebrations and announcements

Secure

Contract – Fundraising agreement in place Schedule of activity, including joint PR and

comms Schedule of payments due Clear and careful account management

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 influencersNaming opportunities

Awards

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

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

Exercise 1 – An existing partnership Developing an existing corporate

partnership Add one more dimension to it:

SponsorshipCRMEmployee fundraisingCustomer or client engagementGift in kind

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

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

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

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 ...

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?

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