Adding the Personal Touch to Your Corporate Fundraising

While recently conducting research for my new book, I asked colleagues about their views of corporate philanthropy. One reply was, “There is no such thing as corporate philanthropy; all corporate giving is based on self-interest.” This colleague raised an interesting issue. There is a degree of self interest in corporate giving, but then again isn’t there some degree of self-interest in individual giving as well? How many of us have given to a cancer fighting organization because a family member has had cancer, or supported our alma mater, or the hospital where a family member’s life was saved? Maybe you’ve have supported your local United Way drive because your employer “expects” you to contribute, or you’ve become a member of the local zoo so you can get a discount to take your families to the zoo.
Regardless of whether your view corporate giving as “philanthropy” or self interest, there is money out there to be gained from your local business community and to get your share of it, you need to make your approach to businesses more personal.

How?

• Get to know the decision maker(s).
• Involve business leaders in your organization.
• Understand the company’s giving patterns and interests.
• Ask businesses to support something that makes a difference.
• Approach businesses in the right way.

Get to know the decision maker(s)

You need to do your research. Does this company have a corporate foundation? Is it privately held or are there stockholders? If it is a corporation, who are the corporate board members? Who are the managers at the local branches? Do employees have a say in which organizations the company supports? Does the company have particular interests, i.e. families, senior citizens health care? Who on your board or staff knows the leadership of this company?

Involve business leaders in your organization

There is an old fundraising adage that says, “Ask for money and you’ll get advice, ask for advice and you’ll get money.” Never is this truer than when you are dealing with business leaders. There are many ways you can gain the support of your local business community by asking for their advice first.

• Invite business leaders to serve on your board of directors.
• Ask business leaders to serve on a committee, the business appeal committee, the development committee, a screening and rating committee, or an advisory committee.
• Host a series of cultivation events of business leaders; breakfast meetings work well.
• Invite business leaders to tour your organization, meet your executive director, and see your program in action.
• Ask business leaders to volunteer for your program for short term projects—reading to a group of young students in a classroom, serving a meal to the homeless, spend a day helping to build a house.

Understand the company’s giving patterns and interests

Back to research! Study the company’s website and annual report to learn about their products, number of employees, net sales, how much they typically give to charities, which organizations they tend to support. Ask other nonprofits in your community how they were successful with this company and what approaches worked well for them. Ask the business leaders themselves during your advice seeking meetings.

Ask businesses to support something that makes a difference

Many businesses do not want to sponsor one more golf tournament, walk-a-thon, or gala dinner dance. Businesses want to see that their money is being used to help the community. Instead of only asking for event sponsorship, talk to the businesses in your community about your program. Present your case for support and ask them which programs they think are important and which ones they would consider funding. Think of some creative ways to recognize business donors for their contributions—a named scholarship, sponsoring a training room or tainting program, endowing a staff potion.

Approach businesses in the right way

Think like a business leader! Show them results.  Keep meetings brief and to the point. Be prepared for questions they might ask. Produce a quality annual report. Be transparent. Do not attempt to reach business leaders by direct mail or phone calls. Invite a team of business leaders to work on your corporate appeal, in which they will help you identify, cultivate and solicit other businesses for support.

Speaking of Corporate Fundraising, I Need Your Help with My New Book!

I am currently working on my latest book on corporate fundraising and would like your input on how you raise money from your local business community. Please take my survey http://www.surveymonkey.com/s/YKMWGV5 and watch for my book sometime in late 2010.

Raves for the Fundraiser’s Personal Muse™

What are people saying about the Fundraiser’s Personal Muse™?
“You always answer my emails so promptly. Thanks you for being my personal muse and mentor.”

“Our organization was in desperate need of help! Thanks for reviewing my development plan and for the great advice.”
“It is wonderful to be able to get follow up attention after attending several of your workshops.”
We are excited to offer a new service, by popular demand, The Fundraiser’s Personal Muse™. We believe every fundraiser needs a source of support and inspiration, so we are offering a limited number of memberships in this new service, which will allow you personal access by phone and email to one of the profession’s most knowledgeable and experienced fundraisers. See our website for more details. To sign up go to http://www.cvfundraising.com/muse.

Webinar Series

We’ve had great response to our Capital Venture™/CharityUniversity™ webinars. We offer a discount on Capital Venture™/CharityUniversity™ webinars to all members of the Fundraiser’s Private Vault so if you haven’t joined the Vaultyet, you can still sign up (link). We have a great lineup for the fall of 2010 and beginning of 2011. If you would like to be a presenter for the Capital Venture™ /CharityUniversity™ Webinar Series during the 2011 calendar year, please contact me with your ideas. (Linda@cvfundraising.com).

Coming to the AFP Leadership Conference in Las Vegas?

If you are planning to attend the AFP Leadership Conference in Las Vegas this Sept 30-Oct 2, we have good news for you. First, Advantage Consulting and Capital Venture™ are holding a free workshop, Seven Ways to Ask for a Gift, on Thursday Sept 30 from 8:00 AM to 12 Noon at Advantage Consulting. For more info or to register email Linda@cvfundraising.com.  Second, our free 30 minute consulting offers at the Baltimore conference were so popular we’ve decided to extend them during the Leadership Conference. If you would like to schedule a free 30 minute consulting sometime during the Leadership Conference or on Monday, October 3, please email Linda at Linda@cvfundraising.com. After all, who couldn't use a good excuse to stay in Vegas an extra day? You can use this free consulting time to talk about your development plan, board issues, your career, or if you have a book idea or would like to present a webinar in  the Capital Venture™/CharityUniversity™, bring your ideas along.

Linda’s Travel Calendar

Don’t forget to check Linda’s travel calendar to see when I will be in your area if you would like to schedule a meeting or presentation. Please note that I will be on vacation from July 2 through August 9 and may have limited access to email during that time.

Special Offers for September:

Book Linda to come speak to your AFP Chapter in 2011. You can book a monthly meeting presentation, an all day workshop, or a keynote address and/or workshop at your annual conference. If you book by September 30, 2010 your chapter will receive a 10% discount. To schedule a date click here Linda@cvfundraising.com

September 1, 2010
PANO
Building a Fundraising Board
Linda Lysakowski, ACFRE
Webinar
Click here for details

September 2, 2010
Nonprofit Resource Network
Fundraising as a Career: What are you Crazy?
Linda Lysakowski, ACFRE
Webinar
Click here for details

September 16, 2010
AFP New Jersey Chapter
We Need a Development Audit But..
Linda Lysakowski, ACFRE
Webinar
Click here for details

September 22, 2010
Charity Channel
Seven Ways to Thank a Donor
Linda Lysakowski, ACFRE
Webinar
Click here for details

September 29, 2010
PANO
Building an Effective Development Committee
Linda Lysakowski, ACFRE
Webinar
Click here for details

October 13, 2010
PANO
Building a Strong Relationship with your Consultant
Linda Lysakowski, ACFRE
Webinar
Click here for details

October 19, 2010
Charity Channel
Get your Board & CEO to Embrace Fundraising
Linda Lysakowski, ACFRE
Webinar
Click here for details

September 29, 2010
PANO
So you Wanna be a Consultant?
Linda Lysakowski, ACFRE
Webinar
Click here for details

October 28, 2010
National Nonprofit Resource Directory
Are you Ready for a Capital Campaign: Planning Study
Linda Lysakowski, ACFRE
Webinar
Click here for details

Check out our website for other workshops and webinars