Aside from big high-street retailers such as Tesco and Sainsbury’s, which give around 12% of their pre-tax profits to charity, most businesses in the UK give less than 1%, and even that is flagging. CAF research indicates that the total spend on corporate giving by the 100 largest UK companies has decreased by 34% in real terms over the past decade, meaning that charities are competing for a more fiercely contested slice of an ever-diminishing pie.
Most fundraisers are aware that alignment is key. Companies are more likely to support charities whose objectives resonate with their corporate values, sustainability goals, or social responsibility commitments. The challenge is communicating this effectively, and consistently maintaining the dialogue around impact. This then naturally plays into relationship building and stewardship.
So far, so familiar. But if these are the key ingredients to success, why aren’t more businesses giving? And why are those that do give, giving less?
As the cover story shows, innovation can play a role in growing this segment. Charities can explore co-branded campaigns, cause-related marketing, or sponsorship of events that provide companies with visibility and reputational benefits. Additionally, approaching corporate foundations or engaging in match-funding initiatives can multiply contributions.
As the economy continues to flatline, businesses are unlikely to up their corporate giving without something in return. And this is what fundraisers can lean into. The Ford/RNLI partnership is great example of this with the car manufacture basking in the brand reputation and recognition of the charity... and paying to do so. Charities have a lot to offer businesses in terms of soft marketing and, if values are aligned, there is no reason why not-for-profits can’t leverage that to mutual benefit.
The other opportunity that is still growing in popularity is merchandise. Pledging a percentage of profits of a brand-aligned product can be a win-win, cost effective and low maintenance for the charity, and added value for the retailer.
Of course, there are pitfalls and charities must make sure contracts are comprehensive and goals/return on investment clearly indicated. But in chastened times for individual giving, corporates might be one segment of the fundraising mix that could present more opportunity and might be worth revisiting in your strategy.
Stephen Cotterill is editor of Fundraising Magazine.
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