Save the Children recently launched its inaugural Corporate Business Awards programme. But why is it necessary? Douglas Rouse, director of corporate partnerships at the charity, explains.
Last week we held Save the Children’s first-ever Corporate Business Awards. The awards ceremony provided a great platform for us to recognise our existing partnerships, and also engage prospective supporters - showing them what can be achieved through our collaborations.
The launch of these awards follows a period of significant change in corporate fundraising at Save the Children. After arriving at the charity at the end of 2009 I drove forward a step-change in the approach to fundraising in the corporate team. I put a whole new team in place to work more strategically and be more business-minded. This has driven substantial growth – seeing our revenues increase 120 per cent in 2010 and 44 per cent in 2011.
A major factor contributing to this success was the move to have a greater understanding of the motivations of partners, ensuring all our partnerships could be mutually beneficial. As part of this we needed to improve how we recognised and thanked supporters for their incredible contribution. It’s crucial to the success of any relationship to make sure partners know the huge difference they are making and feel valued.
That’s why we decided to launch the Corporate Awards as a bi-annual event. It gives us a perfect opportunity to celebrate success and recognise the outstanding contribution of our partners. We felt the introduction of bespoke awards would be a big morale boost – recognising partners’ efforts to date as well as motivating them to continue pushing the boundaries. The evening of the awards also provided a great setting to introduce old, new and prospective partners to each other and explore further collaborations.
Winners of the night included long-standing partners, alongside new partners. One award that particularly stood out for me was the special achievement for a new partner, which was awarded to Morrisons. Despite only launching the partnership in April this year, they have shown innovation, multiple-level engagement and successful results – having already raised over £1.1m.
We have had great feedback from partners who feel honoured and privileged to have received awards. Being acknowledged in this way is not only motivational for the individuals driving partnerships forward, it’s a good way for them to show their successes internally too.
Keeping your key contacts, as well as the rest of their business, up to speed on the difference they’re helping the charity to make is invaluable for future growth. So for us, highlighting that our work to save children’s lives and fight for their rights wouldn’t be possible without the support of our corporate partners is what helps to cement long-term relationships.
I think that both sharing success and saying thank you should be high on the agenda for all charities working with corporate partners. Alongside thanking, it’s vital to keep partnerships fresh and creative, and most importantly to understand your donor. All businesses have different needs and objectives and the key to success is making sure you know what your current and prospective partners are looking for.
