If you’ve ever thought about approaching a business for support, you might have wondered: “But why would they want to work with us?”
It’s a fair question, and one that’s easier to answer once you understand the business perspective.
They’re looking for value – just like you
Partnerships work best when both sides get something out of them. While charities often think in terms of funding, businesses are looking for value too. It just might come in different forms:
- Positive PR – showing their customers they care about more than just profit.
- Staff engagement – giving employees a cause to rally behind.
- Community links – strengthening their reputation locally.
- Shared values – supporting causes that align with their mission or culture.
They’re looking for clarity
A business leader’s time is precious. If you can clearly explain what you do, why it matters, and how their support will make a difference, you’ll already stand out. Ambiguity is a deal-breaker, so keep it simple and easy to understand.
They want to feel confident
Just as you might check out a business before working with them, they’ll want to feel sure you’re well-run and trustworthy. This means:
- Solid governance
- Clear impact reporting
- Professional communication
These things reassure them that their investment, whether financial or in-kind, will be well used.
They’re looking for an easy “yes”
Make it easy for them to say yes. Offer clear options for support, with different levels of commitment, so they can choose what suits them. Sometimes a small starting point is all that’s needed to begin a longer-term partnership.
The takeaway
Businesses aren’t just looking for charities to “donate to.” They’re looking for partnerships that make sense for them – ones that add value, align with their values, and are simple to step into.
In the next post, we’ll look at how to start the conversation so you feel confident making that first approach.
In the meantime, if you want some help to set up your own corporate fundraising strategy, drop me a quick message here and I’ll be in touch.
Don’t forget to check out my posts on LinkedIn and Instagram – they’re often packed with tips and tricks to help you on your way.