23 Jul 2013

The future of corporate fundraising is here

Guardian Professional Network - Voluntary

Corporate fundraising is undergoing a quiet revolution.

When it comes to engaging big corporations and their fundraisers, small charities can find it tricky to gain visibility on big companies' radars.

As a result, small charities are throwing out the rulebook and embracing creative tactics in a bid to boost their corporate presence and ultimately, their visibility to the public.

Keeping it local

The James Potter Eggs Yorkshire Marathon Corporate Relay is a new venture promoting corporate fundraising on a local scale.

Part of the sold-out Plusnet Yorkshire Marathon taking place in October, the relay is being sponsored by local family business, James Potter Yorkshire Farmhouse Eggs.

Local businesses across Yorkshire have been encouraged to sign up teams of six to take on the streets of York to raise money for the Jane Tomlinson Appeal. Friendly competitive rivalry will see businesses battling it out to take home the title of ‘fastest firm in Yorkshire’.

Founded under the umbrella of ‘For all events’, the Plusnet Yorkshire marathon is the biggest sporting event in the region, and also a lasting legacy to the late fundraiser Jane Tomlinson who raised almost £2m for charity.

Encouraging competitive rivalry

Another charity turning the tables is the Ahoy Centre, a not-for-profit sailing charity in south east London.

Ahoy was originally conceived by three businessmen who saw how the charity benefitted local youths, particularly the social skills brought about by learning to sail.

To engage local businesses and those working in the community and raise much needed funds, the charity introduced The Totally Oarsome – Cross Channel Row Challenge. The challenge was introduced to generate a bit of friendly rivalry, amongst local businesses, to establish who could row the English Channel the fastest.

Similar case studies of innovative corporate fundraising can be found in this article on the Guardian Fundraising Hub, supported by MyDonate.

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