Charity Donations from Businesses
Appealing to businesses for cash donations is a more conventional approach for many charities. Direct and indirect giving can offer a valuable means of support and the following section examines how these contributions can be secured.
Indirect giving
Indirect giving is an appealing prospect for businesses as intermediaries offer a cost-effective option - and one that is trusted and expertised.
- High profile initiatives such as Red Nose day or Children in Need often attract considerable support from businesses. In some cases, employees are allowed to fundraise during work time and the business may double the amount attained. Charities can access this money through applying to the relevant national or local organisations for grant support.
- Community Foundations and Trusts act as go-betweens dispersing funds on behalf of companies to local good causes. For more information on these types of organisations, please see our resources section.
Direct giving
Whilst direct giving often comes through informal avenues and personal connections, it is still a valuable form of support - and one that the majority of local organisations will be able to access with the right approach!
- Networking skills are crucial - raise awareness of your organisation, develop your communication skills and practice identifying new contacts
- "It's not what you know, it's who you know". Explore personal and professional links with businesses. Look at existing relationships and entry points.
- Promote your organisation. Brief trustees with brief profiles of beneficiaries or examples of how your charity benefits the local community.
Targeting your approach
Preparation is key to securing donations:
- Identify the correct individual within the company - and address them by name.
- A long document can be as off-putting as an unnamed letter - communicate clearly and concisely. State your objectives and explain the impact of your organisation.
- Highlight the benefits. Identify the benefits that a business could gain through being associated with your organisation. These could include tax benefits, promotional opportunities or improved profile.
- Identify any connections. For example, an environmental charity might approach a landscape gardening company or a youth football club might go to a sports supplies business.
Case study : Stevenage Community Trust
Stevenage Community Trust acts as a broker between the business and voluntary sectors. Large and small companies pay a regular subscription for the general support of local community projects. The Trust also uses it?s local knowledge to help other companies target their donations in support of specific causes, maximising benefits to all concerned.
Donations Toolkit
