Hosting a fundraising event with all the publicity and goodwill it generates is one of the simplest options to raise money for your chosen charity. Charity balls attract a lot attention, especially when partnered with the right celebrity, and the good will can last for months with the lead-up and post-event activities and all the staff getting involved.

But just like a puppy at Christmas … the relationship between big business and charity should be for life and is not to be played with once per year.  So look to your charity if you’re a business or look to the business if you are a charity to develop a rich varied program of activities and events that show mutual respect and commitment and that can lead to raising as much money as possible.

As government support for the not for profit sector shrinks and the numbers of people approaching charities seems to be on an increasing trajectory where will the funds for the future come from?

Many charities are still dependent on government funding and have yet to explore the options and the need to really mix up their income base.   The hard truth is that if a charity is determined to stick to the old methods of raising funds, in an ever competitive world they are doomed to failure.

On the positive side there are many companies out there looking to join forces with charities that share their principles and standards and what used to be no more than the latest buzzword – Corporate Social Responsibility – has become an integrated philosophy and part of business practice for many organisations around the world.

And rightly so.  From a purely financial perspective ‘good will’ is very much a part of the balance sheet these days.

But how does an organisation generate and maintain good will? It’s not just about being perceived as socially responsible it is more like proving it so that many companies consider their impact on the community and the globe in every aspect of their business.

Put simply, if an organisation is not part of the solution then it is part of the problem and that is why organisations are looking for long term relationships with charities that they work with for mutual benefit.

We see so many attempts by big business to win our love and respect through different campaigns and connections, some successful, others not so much as they appear to be just giving lip service. One of the best ways for businesses to develop the following they so desperately seek is an affiliation with a respected charity. That charity should be appropriate to the organization and more so that is supported by management and staff.

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