How a private sector organisation can help charities

Private sector and charity sector

Guest Bloggers | 29 March 2016

Even today, years after the initial banking crisis, charities across Britain are seriously struggling to make ends meet, and it’s the smaller charities that struggle the most.

Local fundraiser schemes such as cake scales, bric-a-brac and small scale competitions are simply not enough to keep most charities afloat. It is a time where charities meet fierce competition from other charities, all trying to spread the word about their cause and encourage you to generously empty your pockets. Yet charities have become more open to new methods of securing funding, and a new trend demonstrates that several private sector organisations have been stepping up to offer solutions to the crisis. There are two main routes through which a private sector organisation can help.

The first route is through sponsorship. The private sector may either sponsor a charity for a period of time, may sponsor a particular campaign the charity is running or sponsor a specific event that the charity or non-profit is holding such as a fundraising event or festival. Literary events such as the Cheltenham Festival depend on major private sector sponsors to invest in their event from an early stage, so they can guarantee the attendance of popular authors, enticing the public to attend their festival and pay the entry fees.

Private sector organisations are all too aware about the potential power they have to make a difference to charities. Businesses such as British Airways and Leicester City Football Club give clear instructions on their websites on how a charity may apply to be sponsored. The private sector organisations clearly see sponsorship as a means of promoting their brand image as positive, recognisable and responsible. However, with so many registered charities in the UK, the private sector can afford to pick their ideal charity and their investments wisely.

To get noticed, some charities develop materials for the private sector and offer initiatives such as promising to display the company logo during an event, on their website and even on campaign leaflets. Some charities go further and directly promote business sponsorships on their website through a department that specialises in dealing with the private sector, such as the Honey Rose Foundation, SOS Africa and the Kent Foundation.

However, another route towards how a private sector can help is through mutual relationships, where the charity, the company and the public benefit financially as a whole, together. Such partnerships include organisations such as My Favourite Voucher Codes and Discount Promo Codes, who offer thousands of discount codes straight to the public. Every time a code is used, the consumer saves money, the voucher company receives a small subsidiary from the business and the charity receives 20% of the profits. Such schemes are becoming increasingly popular with the public, who would like to assist charities through their day to day life through a method that does not create a noticeable dent within their daily budget.

Charities have discovered several methods to secure funding through the private sector, some more preferable than others. For the charity, it is a balance of choosing the most profitable and secure method of funding while keeping their brand strong and independent. There is no doubt that there are private sector organisations willing to help, each offering new and exciting opportunities for charity fundraisers.


Stacey Rezvan, freelance fundraising writer


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