Breakout Session 202: Promoting cross team working between Individual and Corporate Giving Anissa Msallem, WaterAid Stephen White, RSPCA

Objectives To facilitate discussion and promote ways in which the Individual Giving and Corporate teams can work more closely together, focusing particularly on the areas of recruitment and donor stewardship. The second aim of the workshop is to consider ideas that we can take back to our charities.

Today’s discussion We plan to concentrate on:- Recruitment Donor Stewardship Also feedback from other members of the Big Charity Forum

Recruitment Corporate perspective The organisational objective is to recruit more individual donors through DD/STO. We find that it is difficult to gain support for strategies to promote payroll giving to individuals because it is not seen as a top priority compared to traditional Individual Giving recruitment. Recruiting new donors through existing corporate partners should form a key part of the recruitment strategy. How should we get corporate partnership managers to promote Discussion – ideas to take away

Recruitment Individual giving perspective Payroll giving audience is very small in comparison to individual giving audiences – how do we prioritise payroll? How do we get corporate giving to leverage opportunities to work with companies based on payroll data. An example is where there has been a big influx of recruits from one company. This information could be giving a lead to where the charity has got in house “champions”. Discussion – ideas to take away

Donor stewardship Corporate perspective Corporate fundraising has little expertise and collaboration with individual giving would be advantageous. Payroll giving doesn’t fit neatly into existing donor communication channels and often needs a separate process e.g. upgrade/ reactivation processes. Discussion – ideas to take away

Donor Stewardship Individual giving perspective The issue about “fitting in” is also true from an individual giving perspective The quality of the data available on payroll givers makes conducting analysis of the audience difficult and can hamper efforts to maintain good donor relationship e.g. lack of accurate contact details, donation amount unclear. Discussion – ideas to take away

Examples of approaches to overcome some of the challenges highlighted above With corporate approaches there is sometimes a particular point on the timetable in a partnership agreement where the charity/IG can push for an approach. Payroll givers are committed givers – there is a strong case for testing to see what works. Key point is to capture as much data as possible – not always easy.

Examples of approaches to overcome some of the challenges highlighted above When recruiting a person for the payroll giving area, they could benefit from experience of both teams. Try and make it as easy as possible for PG to be included as a Corporate “fundraising mechanism”. There are some good examples of effective collaboration…