The volatile financial climate has made it harder for many
charities to obtain funding at a point at which they are
experiencing an increased demand for their services. This reduction
in support appears to include corporate donations. Indeed in a
recent CAF survey of those charities who benefit from corporate
income, two fifths had received less than they had budgeted
for.
CAF surveyed 161 charities to find out what charities
want from companies and how if at all expectations
differed by industry.
The report takes you through these findings and also gives
companies some practical guidance on how to increase the
effectiveness of their charitable giving programme in the midst of
the recession and beyond.
We
don't need bankers to donate half a day to serve cups of tea to day
care users - we need unrestricted money and a relationship that can
genuinely support us by donating goods or services in kind that we
really need, e.g. a commitment to update our website or to
design leaflets for us over a period of years.
- Survey participant
The results show a disparity between the corporate support
offered and charities needs. Finance and access to business
networks or funders were shown to be the most desired support.
Unskilled volunteering was valued least, yet it was perceived as
the type of support companies were most likely to offer.
The results also showed a clear differentiation between the
perceived attributes and offerings of different industry sectors.
Finance, Communications and Professional & Legal were the most
favourably viewed. You can see the results in detail by
downloading the report.
The
current recession has changed the potential for corporate support.
This in turn changes how we need to view different
sectors
- Survey participant
What do the results mean for charities? The message is clear,
donations may well be set to fall despite demand for charities
services increasing. Smaller charities are feeling the pinch with
some finding it difficult to manage the corporate resources given
to them.
There is a clear differentiation between the attributes and
offerings of different industry sectors. Where misperceptions exist
this could translate into lost opportunities for charities whereby
they are unable to realise the full potential of current or future
partners.
There is no one way for companies to work with charities just as
there is no ‘golden ticket’ for charities working with companies.
Organisations work with one another differently, forming
relationships based on changing motivations and practicalities –
like social individuals.
For this reason, we do not aim to tell companies or charities
how they should be engaged. Instead, we draw upon the research and
CAF’s own experience to create a range of tips for companies to
help them to work with charites better in the current recession,
and out the other side. Contributions are provided by BT, KPMG,
Linklaters, Macquarie Group Foundation, Sky and their charity
partners.
CAF is a registered charity with unrivalled knowledge of the
voluntary sector. We’ve been running community programmes for over
33 years and work with over 3,500 employers, including around
75% of the FTSE 100.
We work with companies to help evaluate, design and implement
community programmes that deliver maximum benefit to the business,
voluntary sector and society as a whole. In particular we provide
the required strategic and practical support to help you
achieve:
Clarity by evaluating your
current activity
Purpose by designing a
clear programme framework
Results by implementing
and running an efficient programme with ease.
If you are interested in speaking to one of our company advisers
about your charity programme or if you have any feedback about our
‘Helping Companies Helping Charities’ report, please either:
Call Ed Ciacci on 03000 123
230, or email at eciacci@cafonline.org
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