Rebecca Mauger Head of High Value Giving, British Red Cross Finding

Stage 1: Understanding why do companies give? >Companies exist to make a profit >Typically give to gain business benefits not pure philanthropy >Example business benefits –Generate goodwill –Gain positive PR –To help market their products and services – USP –Increase staff motivation and engagement >Corporate Social Responsibility –More than just giving money - sustainability of business –Triple bottom line – people, planet, profit –Causes relevant to their business

Are they still giving? >Impact economic downturn –Seeing impact on sponsorship and corporate hospitality budgets but not all budgets >Is charitable giving strategic or tactical? >Return on investment from the partnership >Companies may want more bang for buck

>USP >Synergies with companies / business sectors >Benefits you can offer a company >Corporate partnerships strategy >Options for partnering with companies…. >Existing relationships / networks… Stage 2: Know your own organisation

>Donations >Strategic partnership >Charity of the Year schemes >Cause related marketing >Issue led campaigns >Gift in Kind – products or services >Employee engagement – volunteering / team building >Consultancy – offered by charity and company >Payroll giving >Event sponsorship >Corporate hospitality Options for partnering with companies

Organisational contacts / networks  Within fundraising  Wider organisational contacts  SMT and Trustees  Volunteers  Service delivery teams  Service users  Colleagues  Suppliers  Existing supporters

Places to spot opportunities and trends: >Company websites >General business sector publications >CSR / Marketing publications >Charity sector publications >Competitor activity Stage 3: Know your marketplace

Other routes to finding new corporate partners: > Networking events > Existing partner networks > Family and friends > Website > Other charities > Agencies > Industry associations and groups > Corporate networks > Work your USP Stages = Wide target list identified

Stage 4: Qualifying & prioritising leads  Start with hottest leads  Focus on strategy, limit distractions  Pursue greatest return for least effort  Initial research  Clarify the potential  Synergy check – good brand and CSR fit?  Customised approaches - be donor led, not product led!

 Top 10 target list  COTY calendar  Strategic account plans  18 month donor pipeline – longer in recession!

Research, research, research!!!! >Re-visit existing relationships / links >Scour company’s communications >Sector analysis and industry groups >Identify all areas of potential opportunity >Understand your strengths >Customise your approach >Latest news and reports Stage 5: Know your target companies / sectors

Stage 6: Cultivation >Call and meet them >Use networks wisely >Event invitations >Seeing is believing visits >Networking events >Send topical and relevant information >Newsletters >Peer to peer engagement >Create opportunities to deliver

Top tips! >Be opportunist and flexible >Network >Research >Aim high >Be donor focused >Mutually beneficial partnerships >Use your existing networks wisely >Be patient, don’t give up! >Make a good first impression >Always thank properly

Thank you…any questions?