session 2 corporate fundraising

Generating Income and Resources from Business

Session Structure

• What do they offer?

• What do they want?

• The Recession

• Everything else

Motivation

• Genuine philanthropic zeal

• Self aggrandisement

• Business sense

The Corporate Funding Continuum

Business BenefitsCharitable Benefits

CRMGifts

A B C

Universal principles

What Do They Offer?

Which companies

might give you funding for your

gas and electric bill?

Which companies might give you money for transport?

And for repairs?

Let’s see what they typically give for and how they

do it

BITC’s 7 P’s of Support

Power

People

Promotion

Purchasing

Profits

Products

Premises

Cadbury Strollathon

Hilton

Tesco Computers for Schools

Whitbread and Foyers

Waterstones and MFVT

Tim Lamb Centre

BP D’Arcy Refinery

Cadburys

Hilton

‘(secondments) can have a massive positive impact on employees’ personal growth, developing their people skills and re-energising them – all of tangible benefit to the employing company as well as the individual’.

Sir Digby Jones, Director General of the CBI, 2006

Tesco

Medical Foundation for the Victims of Torture – the Book of Light

Whitbread and the Foyer Federation

Tim Lamb Children’s Centre

Donation versus Contribution

TESCO

Barclays

BT

Unilever

Charitable Donation Community Contribution

£ 17.7 million £ 61 million (06/07)

£16.7 million £ 39.1 million (2005)

£ 3 million £ 25 million (2007)

£ 1 million £ 6.6 million (2007)

Based on ‘Silent

Night’ – 200,000 pairs of specs

collected by

27,000 collectors in U.S. in

2003

So think beyond the money

Which companies

might give you funding for your

gas and

electric bill?

NONE!

Which companies might give you money for transport?

NONE!

And for repairs? -

NONE!

Summary - What can they offer us?

Cash (direct)

Products

Services

Cash (indirect)

Expertise

Map your needs

What Do They Want From You?

MOTIVATORS / DRIVERS

Sales

Product Trial

Product Launch

Increase Sales

Customer Loyalty

Differentiate goods / services

Deflect negative publicity

Increased sales - Amex - Statue of Liberty Restoration Fund

•Each transaction triggers 1 Cent donation

•New card triggers 1$

•$1.7 million raised

•Card use up 28%

•New card applications up 17% on previous year

Increased sales - ASTRA /Zeneca Freeman Hospital

Customer loyalty

Differentiation of goods and services - Victoria Foods

Can you help?

Sales

Product Trial

Product Launch

Increase Sales

Customer Loyalty

Differentiate goods / services

Deflect negative publicity

MOTIVATORS / DRIVERS

Community Affairs

License to operate

Build brand or image

Build ‘feel good factor’

Build relationships

‘Feel good factor’ – the good corporate citizen

Corporate Social Responsibility

Enlightened Self Interest

Reputation

“Community contribution and (crucially) its communication give companies a competitive edge”

Stewart Lewis: Director MORI

“From welcoming new customers to our restaurants to gaining licensing consents, our reputation as a responsible business has led to measurable benefits for our business:

Simon Ward, Strategic Affairs Director, Whitbread

Honourable Mention

What Chief Exec’s, Marketing and Community Affairs Directors believe can be achieved*

Enhance reputation:

Motivate employees:

Achieve good PR:

Brand awareness:

Develop loyalty:

Increase sales:

Deflect bad PR:

Trial product/service:

75%

54%

51%

44%

39%

34%

14%

6%

Source: Business in the Community Corporate Survey II

Relationships

Licence to operate

Can you help?

Community Affairs

License to operate

Build brand or image

Build ‘feel good factor’

Build relationships

Shakespeare’s Globe:

Corporate Membership Levels

1: Lord Chamberlain

2: Master of the Revels

3: Countess of Pembroke’s Circle

4: The Patrons

5: The Nobles

Ranger Level (1-25 employees) £500

Adventurer Level (26-100 employees) £1,000

Explorer Level (101 – 500 employees) £5,000

Pioneer Level (501 – 1000 employees) £10,000

Furness Enterprise Superclub

Level Member Example

Membership Cost

Gold

Silver

Bronze

British Gas

Kimberley Clark

Furness Plastics

£3,000

£2,000

£1,000

MOTIVATORS / DRIVERS

Human Resource

Staff morale

Team Work

Develop Skills

Recruitment

Recruitment

The £13 million Boots Library at Nottingham University

Staff morale

Seeing is believing

Morale and customer loyalty

Develop skills

Teamwork (1)

Pledged £500,000 for local charities, of which £350,000 raised by staff

Teamwork (2)

Santanderpay for staff to volunteer for local charities

Can you help?

Human Resource

Staff morale

Team Work

Develop Skills

Recruitment

Be a community affairs officer

The recession, its impacts and your

response

First, the good news …

• Coca Cola, Wall Mart, Exxon Mobil all gave more in 2009

• 6 of top 10 U.S. Companies gave the same or more

• 1 in 4 rich philanthropists giving more in response

“ Organisations remain committed to corporate giving even though the tough economy has affected businesses and charities alike”

Donna Callejon, Chief Business Officer, Global Giving

“ We believe that doing well and doing good are inextricably linked. It engages your employees, customers and suppliers”

John Pazzani, Vice President Timberland

… however

• Businesses are bringing focus to bear on their activities

• Some causes may benefit more than others

• Relationships become much more important (and you need to get in at the top)

Refocussing

Marketing

Skills

Staff Morale

Supplier Chain Management

Teamwork

Competitive edge

Recruitment

Sales

Where is their focus?

10 9 8 7 6 5 4 3 2 1

It’s not just about their relationship with you!

Researching and reaching companies

Matching = Finding ‘shared territory’

Customers

The productBrand values

The

‘territory’

The Gate’s Library Foundation Ensure library access to the

internet

• $200 million

• Product: Knowledge management

• Customer’s: People who use information

• Values: Progress

What’s he got that you Pepsi

needs ???

Consider the companies which share:

• Your customers

• Your values

• Your activities/services

• Your location

And now -

• Go back to your ‘map of needs’

• Look for crossover/connections

• Consider things that companies on your

research list could provide – but which

were not on your original list – could you

use them

Map your needs

Key Sources

Guide to UK Company Giving (DSC)

Kompass (www.kompass.co.uk)

Who Owns Whom (www.apinfo.co.uk/dnb/wow/)

Chamber of Commerce

Economic Development Unit

Business in the Community (www.bitc.org.uk)

InKinddirect

People

• Who do you know who is connected

• Who do you know who knows someone else who is connected