Donor Motivation Flashcards
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What motivates your donors and what evidence do you have for this?
Understanding support motivations is crucial for a strong corporate partnership. It not only helps us to build relationships with the supporters, but informs the type of fundraising and support our efforts to maximise the relationship in the long-term.
Corporate organisations can support charities in various ways from volunteering to a one off donation or to a full blown strategic partnership tackling an issue together. All of which are motivated differently.
COTY – NHS Charities Together we are a pretty universal cause so great for corporates looking for a cause that they can unite and engage their colleagues with. This could be motivated by staff retention and satisfaction, or even attracting new Gen Z talent who opt for a socially conscious employer.
Commercial – we have the NHS in our name, it is instantly recognisable and respected so it carried huge weight for brands to align with us. Aligning brand with a charity has been proven to boost sales and provide a halo affect for the company.
Strategic – we have an incredible and far reaching network which positions us as a fantastic partner who corporate organisations to partner with to achieve social impact in the health space.
More generically, there is increasing pressure for brands to have a social conscious and keep up with their competitors.
If we take the Haleon partnership for example. This is a commercial partnership donating sales from products. This year we were asked to pitch to the senior management team and social impact team for continued support. They are commercially motivated.
At the end of every campaign prior we did evaluation and they showed that the campaign made more space available for their products in store and sales increased during the campaign periods. Because we had that evidence we were able to tap into their commercial motivations and secure further support. We also know that there social impact team shares some of our aims that has opened conversations to move the partnership and relationship in a strategic direction for long-term support. 6 figure partnership.
Knowing their motivations was the thread through all of that fundraising success and had helped to determine different ways that can fundraise with us.
