Corporate Social Responsibility: How to Secure Corporate Support

Corporate Social Responsibility: How to Secure Corporate Support

By: Heather Stombaugh, GPC

Corporations invest in social responsibility programs and activities to support their triple bottom line: people, profits, and planet. Companies are smart to be concerned about corporate social responsibility (CSR), both because CSR is a driver among consumer groups and because some labels— think “organic,” “recycled,” “smaller carbon footprint”— are generally more costly for companies to attain, thereby reducing shareholder profitability. A corporation’s long-term success is based on its ability to balance the vision against the interests of key stakeholder groups.

As a for-profit company, my company–JustWrite Solutions–considers these questions all the time. We have a formal CSR program based on our shared philosophy, vision, and values. This is critical: it’s how corporate leadership thinks about their giving. Consider how you can use the following information to your advantage if you are seeking a donation or sponsorship from my corporation.

  • Philosophy — “It’s not what you gather but what you scatter that tells what kind of life you have lived.” – Helen Walton
  • Vision — By building stronger nonprofits, we build stronger communities around the world.
  • Values — Accountability, Creativity, Excellence, Integrity, Learning, Partnership, Service, and Ethics

Reflection on these elements of our business practice gives us a clear idea of how we should invest philanthropically. We created a number of Social Justice Scholarship programs, the first of which was implemented at Carey High School in Ohio, where six members of the JWS (myself included) graduated. We recently created three new Social Justice Scholarships to support students pursuing careers in the service sector, from the military to social work, service to people with intellectual/development disabilities, suicide prevention, and work with LGBTQI youth.

These decisions are based on needs in the nonprofit sector and our philanthropic investment ideals. Our CSR discussions over the last five years led to the creation of a new national nonprofit to provide technical assistance to help small nonprofits improve their readiness for fundraising and grant seeking. CSR for JustWrite Solutions is and always will be evolving. Sound familiar in your experience with corporate partners?

The transition of how we invest our time, talent, and treasure into the community always reminds me of the best, most appropriate ways for nonprofit professionals to approach corporate partners. Before you open that corporate door, carefully and purposefully determine if your nonprofit is actually aligned with potential corporate partners. Examine the corporation’s:

  • Vision statement
  • Values statement
  • Corporate social responsibility and stewardship pages
  • Most recent CSR and annual reports
  • Recent press (google news)

Then, stay focused. Write an alignment plan. Find a connection in the company (friend of a board member, gatekeeper, door opener). Be brief in your request for partnership—remember it’s not entirely about money here.

Purposeful alignment takes time and thoughtful examination. This planning can save your nonprofit from spending resources unnecessarily and better prepare you for sustainable success.

What are your “battle stories” from working with corporate partners?

About The Author

Heather Stombaugh is a nonprofit expert with more than 16 years of experience in leadership, programs, and fundraising. She is the founder of JustWrite Solutions, a national nonprofit consulting firm. She serves as an expert for CharityHowTo, CharityChannel, and Thompson Interactive. Heather is an officer of local and national boards (Grant Professionals Foundation, Baskets of Care, AFP Northwest Ohio, JWS Partners for Charitable Support) and an active member of the Grant Professionals Association (GPA Weekly Grant News Editor and Approved Trainer). She is one of fewer than 50 people in the world who holds both the GPC and CFRE. Heather lives and breathes nonprofits!

Improve the Odds – Ask Face to Face

Most fundraisers would prefer do just about anything than ask someone for money face-to-face. Even for those, experienced or not, who find it somewhat “easy,” it can be awkward and anxiety-inducing. Yet we do it – or we aim to do it – because deep down we know it will end up making a huge impact… and the facts back that up.

face-to-face

Asking in-person is proven to have the highest rate of success among all methods.

Kent Dove of the Indiana University Foundation analyzed different ways of giving. Unsurprisingly, direct mail has the lowest success rate of the traditional fundraising methods –just 1-2%. Phone calls – not cold calls but calls from one’s Alma mater or place of worship – have a 25% success rate.

Face-to-face asks however – 75%! That means three out of four face-to-face meetings result in a charitable gift of some kind. Those are great odds.

The largest gifts from donors always come from asking in-person.

How many of the big donations you read about came from direct mail, special events, or a phonathon? Next to none! Large gifts come about by cultivating donors over time and getting to know them in person, and then finally asking them face-to-face to make a gift.

But why is face-to-face soliciting so successful?

Well, first of all, if someone agrees to even meet with you, that shows a very high interest in donating of some sort. Generally your donors won’t want to meet if they aren’t inclined to give you a gift.

Second, meeting in-person is proven to build the relationship. It causes a deeper level of empathy to develop between you and your donor, which would not be reached otherwise. Being with each other physically and being eye-to-eye creates an immediate bond – a direct desire to come through and be seen as good in the other’s eyes. This solicitation is much more powerful than connecting over the phone or through email.

Brian Saber is President of Asking Matters – a online learning platform that trains people how to ask for money and motivates them to do it! Combining the best low-expense and high quality resources in the field, he promises that Asking Matters will help countless organizations continue to do incredible work for their causes.

View & register for Brian’s upcoming webinars.

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