41267207_mCorporate giving accounts for approximately 10 percent of overall philanthropy, but it’s still a sizeable chunk of change. Corporations are moving their business planning increasingly into the social good sphere. There’s a lot your social sector organization should be doing to leverage that shift.

According to this article by Nonprofit Hub:

  • 91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality.
  • 61% of consumers are willing to try a new brand, or one they’ve never heard of, because of its association with a particular cause.
  • 50% of global consumers said they would be willing to reward companies that give back to society by paying more for their goods and services.

Corporations and businesses know that their customers want them to walk the walk of corporate social responsibility (CSR). It’s no longer acceptable to simply just talk the talk. On the other side of the coin, there’s a lot social sector organizations can learn from corporations. Corporations live and breathe marketing. They understand branding, positioning and promotion. Savvy nonprofits and social enterprises are looking to model them with regard to marketing both in the digital and non-digital worlds.

Make no mistake about it. Digital marketing is something you must become expert in doing. Help your corporate sponsors see that you value their support. Speak their marketing language in corporate philanthropy and your marketing efforts.

  1. Promote Corporate Giving: Corporations are offering their employees and the broader community tools to get involved in philanthropy. To that end, corporations are providing platforms and programs for people to give their time and money. You can help corporations and your own efforts by helping them promote their CSR. List companies on your website that have matching gift programs so employees can become aware of it. Some companies offer team volunteer grants. These grants are offered to their employees for volunteer time. When employees volunteer, the corporation then gives an organization a team volunteer grant. Dollars for Doers is a similar program to the team grants, but geared toward individual employees.
  1. Special or Milestone Giving: Giving Tuesday has become a big deal since its inception in 2012. But this doesn’t have to be limited to the holidays. If you’re organization is celebrating an important milestone or special anniversary, corporations and their philanthropy can help support your efforts. Brokerage and financial management companies are known to redirect a portion or all of their commissions on a specific day to charity. In exchange, they want social sector organizations to get the word out about their CSR. Smaller businesses and retail stores typically take a percentage of their sales for a day or a defined period of time to give to charity. Again, they are looking to have your social sector organization to help them promote it.
  1. Team Events and Crowdfunding: If your nonprofit or social enterprise has a team event, tie it to a crowdfunding campaign. Corporations are competitive by nature. And, demonstrating that you’re open to creative ways to promote their CSR and philanthropic efforts is a competitive advantage for you. Collaborate with corporations. Tell them you’re next team event is going to use crowdfunding. Ask businesses to promote it with their employees. In the meantime, get the corporate names and brands onto all of your marketing material. Create a hashtag specific to your event or organization. Get dialogue about it across your social media accounts. Crowdfunding leverages the competitive nature of business and becomes an asset to your organization. If you would like to read some of my thoughts on the value or how to get started in crowdfunding, click here and here.


Author of “Not Your Father’s Charity: Be Bold, Dominate and Succeed in Marketing For Today’s Digital World On A Limited Budget”.


© 2015 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.