What Companies Want from Charity Partnerships

In a recent Benefact Group webinar, fundraising expert Andy King and Chris Pitt (Group Impact Director) explained what makes charity partnerships work.

The webinar highlights that the strongest partnerships are built when charities understand what a company is trying to achieve and shape the relationship around that. In return for their support, companies are usually looking for clear impact, opportunities to engage their people, and ways to communicate the partnership externally.

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Frequently asked questions about corporate charity partnerships

What do companies want from charity partnerships?

Companies typically want five things from charity partnerships: reporting (proof of impact), marketing and communications support (your help speaking about the partnership on their channels), recognition (you speaking about it on your channels), colleague engagement (volunteering and fundraising opportunities for their staff), and service-user engagement (chances to meet the people the work is for). Not every company wants all five — the work is identifying which combination matters for which prospect.

How much do companies give to charities in the UK each year?

UK companies give roughly £4.25 billion a year to charities. That figure isn’t all cash — it includes employee fundraising, customer fundraising, sponsorship, and gift-in-kind contributions like skills, time, and products. Cash gifts are a significant portion but far from the whole picture.

Should charities charge corporates for volunteering days?

In most cases, yes. Sector practice points to a typical range of £50–£65 per head, or free-but-only-as-part-of-a-wider-partnership. Some charities charge significantly more — around £200 per head — for structured, informative days. If a corporate refuses to pay anything for volunteering, it’s a useful signal that they may not be the right partner.

Is Charity of the Year still worth pursuing for charities?

The traditional Charity of the Year model — long applications, large numbers of charities competing for a single slot — is being increasingly questioned, including by corporate funders themselves. That said, not all Charity of the Year processes work this way, and some can be valuable. Understand how a specific corporate runs theirs before committing significant time.

How should small charities approach corporate partnerships?

Start by identifying the three to five industries most likely to care about the problem your charity solves. Then look within those industries for warm leads — people you know at any level, including junior or seemingly-tenuous contacts. Make first approaches short and personal rather than sending glossy corporate-fundraising packs. And don’t rule yourself out: small charities can and do land significant partnerships.

The information in this presentation is provided for information purposes only and is general and educational in nature and does not constitute legal advice. The information contained herein should not be considered as a substitute for seeking professional advice in specific circumstances.
All opinions expressed are the individuals own and not of (or to be affiliated with) the Benefact Group plc or its group companies.
Benefact Group plc shall not be liable for your use or any reliance on, or action taken (or not taken) by you and any loss, however incurred, as a result; all responsibility for such is excluded (except for that which cannot be excluded by law) by the Benefact Group plc.

Webinar Guest Speaker

Andy King

Director of Fireside Fundraising is an award-winning fundraiser and will run you through how to answer these questions – giving you the tools and tips you need to start securing corporate partners.

Chris Pitt

Chris Pitt is responsible for positive social and environmental impact at Benefact Group, a family of specialist financial services businesses owned by a charitable Trust. The Group is the 3rd largest corporate giver to charity1 and Chris oversees over £2m of giving, namely through the Movement for Good awards which give small donations to a huge diversity of causes and large grants to charities close to the customers and communities of the Group.

1 DSC – The guide to UK Company Giving 2023-24

https://www.linkedin.com/in/chrispitt1/
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