What Is Corporate Match Funding?
There are hundreds of organisations in the UK who as part of their Corporate Social Responsibility (CSR) programmes offer some form of charity support to employees who either donate to charities or do charity volunteer work .
This support is known as corporate match funding.
The amount donated can be as much as £5,000 per employee per year so there is real opportunity to generate significant incremental income for a school.
Success requires having a structured approach and an understanding of how to use the functionality within your CRM platform to research , track and engage with potential donors.
Why do organisations have CSR programmes?
It is important to understand why so many organisations have CSR programmes in place. The graphic above shows that the primary reasons are the positive impact programmes have on employee and consumer perception of the company brand image.
Developing a structured plan to maximise income from corporate match funding.
It is highly likely that a school will have either parents and alumni who work for an organisation which offers match funding to its employees.
To maximise income from corporate match funding it is important to have a structured plan . Whilst plans will vary depending on the individual circumstances and resource capacity of a school it is recommended each should use the framework outlined below.
1.Identify parents and alumni who work for one of the companies on the match funding list.
For schools that have employment details on their database already these can be cross checked against the company match funding list.
For those schools – and this may be the majority - with little or no employment details on customer records it is recommended that they create a survey. Keep the survey short , explain the reasons why you are asking for employment details and send it as an email.
Leverage networks: Utilise personal and professional networks to connect with individuals who have relationships with companies or can make introductions on your behalf. Engage with local business networks, educational forums, or industry associations to expand your reach and potentially find corporate sponsors.
2.Collate survey feedback
As well as updating individual records it is very useful to use the pipeline functionality in a CRM to keep details updated as individual conversations progress.
3.Build relationships with parents/alumni identified as working for match funding organisations
As with all fundraising it is important to communicate the cause - or causes – for which the school is raising money for and the impact the donations will have.
Provide evidence of how funding has positively impacted the school and its pupils. Share success stories, testimonials, and data indicating improved educational outcomes resulting from previous fundraising. This information will help build trust and encourage parents and alumni to contribute to your cause.
As part of the engagement process use search functionality to segment those parents/alumni identified as working for a company which offers match funding into donor / non donor.
4.Understand how the individual match programmes work.
Each corporate match funding programme will have specific requirements and guidelines, so it's crucial to thoroughly understand each company's criteria and tailor proposals accordingly. Building strong relationships, providing compelling evidence of impact, and maintaining effective communication channels will significantly increase the chances of securing corporate funding.
It is recommended that you stay up to date with corporate programmes through regular research and monitoring. Stay connected with corporate giving trends and changes in corporate social responsibility policies to identify new opportunities for funding.
As part of any parent /alumni engagement it is important to request details of the company match funding programme.
This will enable you to;
- understand the criteria for an organisation making a donation and at what level the funding will be.
- to establish how funding for volunteer work operates and what level of verification is required to release the funds
- understand how payments are made. Many organisations use third parties to manage their CSR programmes including making payments to charities. For example , Apple and Google use Benevity and charities need to register their details ahead of any payment being made. The Bank of England and CAN Hardy use the Charities Trust.
5.Build relationships with corporate sponsors
Whilst the main focus is very much on identifying and engaging with parents who work for match funding organisations opportunities may arise to reach out directly to potential corporate partners.
This can be done through letters, emails, or personal meetings to introduce your school's mission, goals, and specific funding needs. Emphasise the positive impact their support can have on the educational experience of pupils.
You can look to foster long-term partnerships and establish long-lasting relationships with corporate sponsors. Regularly communicate the impact of their donations and maintain open lines of communication to update them on the school's progress. Actively engage with corporate representatives through events, volunteer opportunities, or collaborative projects that align with their values and interests.
There may be an opportunity to offer recognition and visibility to corporate sponsors where their involvement can be promoted through newsletters, social media, school events, and other communication channels. Naming opportunities may be considered for school facilities or school programmes to acknowledge major contributions.
Any funding proposals should be customised to showcase how corporate contributions could make a meaningful difference to the school.
Within the proposal provide detailed information about the specific projects, programmes, or resources that require funding, and highlight the expected outcomes and benefits for pupils and the wider community.