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http://www.fundsforngos.org/free-resources-for-ngos/inkind-support-corporate-fundraising-easy/
CORPORATE IN-KIND SUPPORT POSSIBILITIES FOR NGO’S
October 14, 2013 By Robin
Toal
Corporate fundraising is the biggest growth sector within the
industry, even eclipsing the phenomenal growth of online giving over the past
decade. Whether it is through companies directly or through corporate
controlled or funded foundations, companies big and small are leading
the way.
The rise of CSR (Corporate Social Responsibility) is a major
factor in the growth of corporate philanthropy with almost all established
businesses now having some kind of social support for their communities within
the guiding principles. The government of India has
gone as far as to pass legislation that will oblige profitable companies to
invest at least 2% of their profits into CSR directly.
Corporate philanthropy is often expressed through donations and
grants but the most compelling area for any nonprofit should be in kind
support. This means anything that a company can do for you apart from direct
financial contributions. Often this leaves organisations struggling for ideas
on exactly how a corporate can support them meaningfully. We’ve put together
some of the many ways that that in kind support can be utilised by nonprofits:
§ Donation
of expert services such as accounting, marketing or business development:
Businesses are able to donate a staff members time to your organisation to help
improve your organisation’s effectiveness directly as well advising on how you
can improve your processes.
§ Donation
of equipment: From computers to vehicles and food to clothing, most every
company has equipment that they will replace over time. Make sure that you and
your organisation are aware of when new stock might be brought in and that
you’re at the very front of the queue when the old equipment is no longer
needed.
§ Promotion:
Most businesses will market their products to their audiences and this is your
nonprofits chance to leverage their existing advertising campaigns. Just
something as simple as including your organisation’s logo can be enough to
attract a future donor. Most companies want to be seen to be supporting their
local communities and can use their strength to achieve significant exposure in
the media for your organisation that would be
unaffordable otherwise.
§ Networking:
Established businesses will have a well-developed network of partners, clients
and customers, many of whom could support your organisation to do more. From
introducing you to a wealthy individual who you coul approach for a major
donation, other companies who you could develop similar relationships with or
key decision makers who can help support your organisation, a business’s
network is one of its primary assets and one that your nonprofit should work to
exploit.
§ Events:
Companies often hold events whether to thank their staff, to support their
clients or to promote their products and services. This represents an ideal
opportunity for your organisation to get involved in the event and promote the
work you are doing to everyone in attendance. You might even be able to ask
everyone in attendance to make a small donation to your cause.
Now you know what to do, it is time to select a few companies to
make an approach to. You need to identify companies that have a connection to
your geographical region (head office or distribution plant in the area) or
cause (toy stores have a connection to children’s charities). Once you have identified them you can
begin the process of meeting with them, selling them your organisation and
discussing with them the different ways that they might be able to support you
now and in the future.
One thing to remember when working with a lot of companies is to
emphasize what you are giving back to them. Most corporates look for a return
on investment even in CSR activities so it is important to highlight how they
can use their support for your organisation to further their own business. This
may be through positive media coverage, access to your beneficiaries or just
simple things like being listed on your website or at your next speech. Cause
related marketing, where a business is associated with a popular social cause,
is one of the most powerful methods of advertising that exists and they need a
nonprofit organisation just like yours to do it.