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How CRM can work for smaller charities

This insightful article by Bill Giles discusses the role of CRM (Customer Relationship Management) systems for smaller charities, specifically focusing on corporate fundraising strategies. Highlighting the Children Accident Prevention Trust (CAPT), the piece explores the importance of niche branding, building corporate relationships, and the challenges of generating significant income from corporate partnerships. Through example promotions and anecdotal evidence, Giles illustrates the need for a strategic approach to fundraising, emphasizing that while corporate donations can be modest, they play a vital role in a charity's income.

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How CRM can work for smaller charities

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  1. How CRM can work for smaller charities Corporate Fundraisers SiG – June 2008 Bill Giles – Interim Corporate Partnerships Manager – Child Accident Prevention Trust Bill Giles Freelance Fundraising

  2. Child Accident Prevention Trust (CAPT) Corporate Fundraisers SiG – June 2008 • Small National Charity • Income circa £650k • One Fundraiser • All fundraised income from Corporates Bill Giles Freelance Fundraising

  3. Why Corporate Fundraising? • Many companies produce safety products for children/babies • CAPT brand well recognised in child safety circles • Copy Cat principle, see others do it and copy idea Corporate Fundraisers SiG – June 2008 Bill Giles Freelance Fundraising

  4. Income generation for CAPT • Currently 5 Cause Related promotions • Longest now into third year • None generate more than £15k per annum • Won’t accept less than £5k guarantee • Very low % of product sale price to CAPT • Bigger options on the horizon Corporate Fundraisers SiG – June 2008 Bill Giles Freelance Fundraising

  5. Can we replicate this in our charity? Corporate Fundraisers SiG – June 2008 Bill Giles Freelance Fundraising

  6. Do you want to? • Building corporate relationships is hard work and resource intensive • As a small charity you have to have a niche cause or brand • Other methods of fundraising may/will produce more £ more quickly Corporate Fundraisers SiG – June 2008 Bill Giles Freelance Fundraising

  7. RememberCorporates are stingy!They give less than 1% of total charitable income in the UK Corporate Fundraisers SiG – June 2008 Bill Giles Freelance Fundraising

  8. ? Corporate Fundraisers SiG – June 2008 Bill Giles Freelance Fundraising

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