Getting support from businesses

Private sector donations only contribute towards a small proportion of most charity's incomes (3% in 2003/04, including gifts in kind and volunteering, in comparison with 35% from individuals and 38% from statutory sources); however, thinking creatively and exploring the options can lead to successful business and voluntary sector organisations relationships.

Selling benefits

The Sustainable Funding Project at the National Council for Voluntary Organisations advises you to think about three kinds of benefits you can bring to a relationship with businesses:

Branding benefits

  • What are the marketing needs of the company that you are approaching?
  • Could your organisation support the development of their corporate image?
  • How will you demonstrate or argue this?

People Benefits

  • Does your organisation present an opportunity for increased engagement with the community?
  • Would their employees benefit from your organisation's experiences and skills?
  • Could your organisation improve the retention and motivation of their staff?

Market Benefits

  • What in depth local knowledge does your organisation possess?
  • Do you present any opportunities to access new audiences or potential customers?
  • Could businesses benefit from the relationships that you have developed - as one company's Head of Public Affairs has said 'We will buy that information. And if you will give it to us then more fool you.'

Financial Support

If collaborative working is not appropriate for your organisation or boosting the bottom line remains top of your list of priorities, there are various ways of approaching businesses for money.

As with conventional fundraising, long term success almost always depends on detailed research and careful relationship-building and, although it is worth remembering that businesses prefer to donate to larger charities, the following methods can secure financial backing: 

Additionally, businesses may be able to provide services which can reduce the costs which your organisation faces:

  • time (employees for volunteering or fundraising)
  • expertise (secondments or free access to professional services)

Getting and Giving Support Toolkit 

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