Corporate Engagement: 5 tips for successful corporate partnerships in fundraising
When it comes to working on Corporate Engagement programs, no matter where you are in the world, there is one key element to keep in mind. A good corporate partnership thrives when both parties recognise the commercial reality of working together.
According to research from the Cone Cause Evolution Study, “80% of Americans are likely to switch brands (equal in quality and price) to the one that supports a charity.”
The simple fact is brand reputation affects the bottom line and philanthropic partnerships help to build and support a positive image. So here are my five top tips to build successful corporate partnerships in a digital, charity fundraising environment.
1. Be strategic, this is a commercial partnership
Both parties must benefit from the partnership. Both brands have a commercial value. When considering a corporate partner, both CSR Managers and charities should consider how do our organisations align? Do you have similar target audiences? Do any of your programs connect? How can you fit with the overall mission, aims and objectives driving each organisation? It’s a bit like dating; consider who might be a perfect match for you.
2. Consider the Product Offering
What digital fundraising products can you offer and what are the potential exposure points? The basic fundamentals for digital fundraising are a payment platform (offering one-off giving and monthly-giving donation pages) and a peer-to-peer platform.
In all these cases, both the brand of the charity and the corporate partner are visible through messaging, videos and images which can be embedded on the front-end platform as well as throughout the follow up email correspondence thanking the donor. You can visually show your corporate partnership and easily invite your staff, donors, partners and customers to share, donate or fundraise towards your movement.
3. Staff Engagement is key
When running a digital campaign with a corporate partner, we must consider how staff can be involved and sometimes even the consumers themselves. Through payment and peer-to-peer solutions, corporate partners can invite their staff to join their movement.
For example: “This Giving Tuesday we’re inviting our staff to join our mission in supporting Shelter UK to combat homelessness; we’re encouraging our staff to make a one-off donation or become a regular monthly giver; by simply clicking here. Together with our staff, we aim to raise 20,000 euros for this important cause and to show our commitment we will match every dollar received in this campaign”.
There are so many campaign ideas that you can launch on a peer-to-peer or payment platform. In any case, always remember to motivate your staff team by offering incentives like “Matched Giving”. Internal staff champions are also key; where they can post on social channels, call and thank donors and provide updates to the staff group.
4. Prepare your Marketing Plan together
To drive traffic to your solutions a Digital Marketing Plan should be put in place. Once a theme and campaign are agreed on, the charity and corporate partner can together form this plan. Combine your forces and strengths from all departments; digital, corporate teams, fundraising and social from both the charity and corporate partner, marketing budget. Consider channels; email databases, social media, hero ambassadors, celebrity ambassadors, influencer marketing, digital advertising, website exposure, public relations, and so on.
In all cases, through the iRaiser solution you can track your Marketing Campaign through to the point of donation, so you will see in “real time” (made possible through our advanced back admin) which channels are driving the most traffic. When preparing your digital marketing strategy, consider how your consumers will be engaged and exposed to your program. Is your campaign unique, could the activity become a viral acquisition? When you plan together both organisations and the staff involved have ownership and the drive to support the campaign.
5. What is the value for the ask?
Often, I see charities undersell the value of the partnership and their brand. At the end of the day, companies that choose to engage in a charity partnership, are supporting an organisation and cause that needs donations and awareness so they can continue their important, often life-saving, work.
They must consider what the charity is asking for and then consider if they were to pay an agency, for the same level of activation, what it would actually cost. Corporate partners can show their support by making a large donation to kick-start the giving, covering transaction costs, and offering matched giving to name a few examples.
Finally, we must always thank all our fundraisers and donors, without them, the important work charities need to do is almost impossible.
To find out more, visit our page dedicated to fundraising for corporate foundations.