We often hear from smaller organisations that they don’t quite feel like Charity of the Year material. Charity of the Year partnerships are often associated with big charities, national coverage and brand recognition, but that doesn’t mean corporate giving isn’t a viable income source for smaller causes.
We’ve put together a list of six places to look for corporate giving opportunities, no matter what size your cause.
Public companies
Public companies will often be very open about their corporate giving programmes. Their annual report will be available on their website, listing the charities they’ve previously worked with and any funds earmarked for the community. Large public companies will usually have a Corporate Social Responsibility (CSR) website page where you can check for details of community investment programmes and charity partnerships.
If they have a grant-making programme or foundation, look at their previous charity partnerships to see if their mission is aligned with your cause.
Directors of companies
Seeking out company directors is a great way to make personal connections to kick-start your corporate fundraising. Use LinkedIn and Companies House to find key decision-makers at companies you’d like to approach.
When using Companies House to research individuals, see how many companies they’re connected to, and note addresses to see if they’re active in your area. Once you have a shortlist of names, use LinkedIn’s advanced search filter to see if there’s a connection with your cause by looking at who’s following your charity’s page, members of cause-related groups, alumni of universities with strong social values, or people listing volunteering or trustee roles in their profile.
International companies
Some charities are put off by the status that comes with international companies, but you needn’t be. Look for UK branches of multinational firms with global CSR programmes. If you support stakeholders overseas, you can also look at funding opportunities from international companies that are active in the same countries as your cause.
Once you have your shortlist of international companies, undertake some research to see if they’ve giving priorities are aligned with your cause by looking at their previous charity partnerships.
Sectors
Seeking out sector-specific giving programmes can help you find corporate partnerships really aligned with your niche. Sectors like retail or banking often run CSR programmes that reflect their values and mitigate any negative impact associated with their industry. Identify some appropriate opportunities and approach community engagement or CSR teams with aligned campaigns or volunteering asks.
Private companies
Private companies don’t often shout about their corporate funding programmes, so finding a personal connection is key to getting your foot in the door. Wealth screening, which involves comparing the information in your supporter database to our Wealth Intelligence Database, will help you find existing directors and CEOs that you’re already connected with.
Undertaking some prospect research can also help you identify the people already supporting your cause who can connect you with company leaders.
Professional services
Causes usually have a connection to a professional service, whether that be an aligned mission, serving the same stakeholders or a board member in the profession. No matter how tenuous the link is, undertaking some research can help you strengthen it.
Seek out professions that your cause has a connection with. Once you have your shortlist and justifications for approaching them, engage CRS or pro bono teams with suggestions for how their staff can get involved. This could be volunteering, matched fundraising, or skills-based support.
At Prospecting for Gold, we specialise in research, wealth screening, consultancy, and regulatory compliance, making fundraising more effective and successful.
Successful major gift fundraising isn’t just about securing a donation. It’s about building relationships, understanding people’s motivations, and aligning their interests with your cause.
Watch the replay of our webinar Corporate Connections – prospect research for your corporate fundraising on our website.