Understanding Corporate Giving

By Gayle Gross

Companies are more cautious about revealing too much about their philanthropic activities, for fear of:

  • being inundated with requests they cannot fill.
  • raising the expectations of potential beneficiaries in a good year.
  • angering shareholders who may perceive the company’s charitable activity as giving away profits, or who don’t approve of the organizations or causes supported.
  • losing public support by giving to something considered controversial.

http://granspace.org is a great resource. The information above was borrowed from their website for this article.

Companies giving gifts requires a delicate balance. Engagement on behalf of the non-profit is important PRIOR to an ask.

I worked for a bank and EVERYDAY new requests for donations came in. EVERYDAY is not an exaggeration. I could add 1 – 3 new requests every day and on average it would still be correct. People the bank didn’t know came walking in the door with all of the right tools. The request letter, statement about their need, and a brochure about themselves.

Eventually, companies get the the point where there has to be a “giving back” component to the ask. What is the non-profit giving in return? Over time a strategic system began to develop at the bank. In 2017 the system was named and training others on the program began. There’s one catch. YOU have to SOAR and not be afraid to leave the ground!

At the bank, giving changed. Requests came in and they were strategically organized by which ones we could truly help. The reality was, we didn’t have a lot of money to give at the time. Instead, we did something new. The request would be for $5000 and we’d give $1000 along with resources (training) on how to fundraise $4000 more dollars. I’d sit on non-profit boards, and represent the bank through development functions. In the end, everyone grew market share! People saw the bank helping others in a new way.

SOAR goes above the basics for fundraising and lifts organizations into collaborative partnerships. Businesses, large and small, partner with non-profit(s) to create social impact where everyone benefits.

See what SOAR is…

Gayle Gross is the founder and CEO of SOAR. It’s time more businesses connect to increase market share. Collaborative Networking Events are making it happen! Email Gayle to learn more: iwantto@soarwithnetworkfundraising.com

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