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Five tips for launching successful corporate partnerships

In August 2020, End Youth Homelessness (EYH) achieved what may sound near impossible in the current climate and secured a new corporate partnership with The Body Shop. Corporate partnerships are one of the main ways in which EYH, a nationwide movement made up of 11 regional charity members, raises funds, and less than two months into the partnership they launched a joint virtual event called Sleep Out.

We initially became aware of the new partnership when EYH chose to work with JustGiving’s Digital Services team to launch a one-stop-shop virtual event microsite, fully designed to showcase the brand and tone of both EYH and The Body Shop. Now that the event has passed (it took place on 20th November last year), we thought it was a great time to ask Abbie Murphy, Development Manager at EYH, to share her advice and experiences of corporate partnership fundraising.

It’s still possible to find new corporate partners during COVID-19

We’ve found securing new business to be tough since the start of the COVID-19 pandemic, especially in the sectors that have been hit hardest. But by and large, people still want to give. We’re living in a time where it’s difficult to get out and do much practical ‘good’, so we’ve found there’s a real appetite for ways to make a difference from home, and supporting businesses with their staff engagement is a huge part of this.

Be clear about what each side is bringing to the table

It’s important to find a partner that’s a good strategic fit and that both sides are clear about what they’re bringing to the relationship. When working with The Body Shop, we were there as fundraisers, providing our knowledge and expertise on how to organise mass participation events. On the other side, The Body Shop is a brand all about activism and they know exactly what their staff and customers like. They helped us think not only about how to deliver an event, but how to inspire people to take action and make change. Whilst EYH were the ‘experts’ when it came to fundraising and events, The Body Shop opened so many doors for us outside of this – helping us secure the support of Channel 4 and producing our advert, Unseen Kingdoms. They also supported heavily with influencers and social/PR coverage. Essentially, we were able to deliver the event for them, but they used their voice to significantly raise the profile.

Be willing to listen and adapt

It’s really important to understand the partner that you’re working with. Your team can get together to brainstorm and come up with events that you think will work, but if you’re not willing to adapt the idea to the people that you’re partnering with then you’re creating a huge blocker. Yes, we went to The Body Shop and told them the virtual event that we wanted to do, but we needed their input as they know their audience best. Don’t be so confident that you forget to listen to your partners.

Don’t get stuck in your ways

It’s easy to become wedded to using the same communication channels for every campaign. The Body Shop has such a diverse range of employee roles, from those working in head office, to The Body Shop At Home consultants and those working in the store – and they wanted to engage all of them in Sleep Out. This taught us a lot about communication, and we tested new ways of interacting, including Instagram Lives and Q&As on Twitter, which saw a great response. Different groups of people responded to different channels, so we learnt that keeping communications varied is something we need to do for all of our events.

Invest in virtual fundraising

There has been a lot of challenges in the last year and if you want to reach more people you have to accept that a lot has now moved online. I know budget is hard to come by, and I know that because we’re a small team and we don’t have a lot of it ourselves, but you have to weigh up putting budget into virtual fundraising as an investment. We just would not have been able to deliver something on this scale had we not had the JustGiving Digital Services team, The Body Shop employs thousands of staff and in the end we had over 2,000 people register to take part, raising over £310,000, we simply wouldn’t have been able to manage without investing in the microsite.

Thank you to Abbie and End Youth Homelessness for chatting with us and sharing helpful corporate partnership tips. If you’re interested in launching a virtual event, then JustGiving has lots of tools and resources for your charity to use. Find out more about how we can help with your next virtual event.

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One-third of donors directed half their giving to disaster relief | Philanthropy news

Last year, 37 percent of American donors gave half or more of their charitable contributions to disaster relief efforts, and 64 percent gave to a charity they had never supported before, a survey commissioned by Vanguard Charitable finds.

Conducted by the Harris Poll on behalf of Vanguard Charitable, the survey of more than 1,300 American donors found that the top reasons American donors gave to disaster relief included wanting to assist those impacted by humanitarian crises (46 percent), feeling overwhelmed by a situation and wanting to help (33 percent), seeing charitable giving as the only way they could provide support (30 percent), and having a personal connection to the disaster/crisis (30 percent). The survey found that donors who contributed to disaster relief efforts gave more overall, meaning that disaster relief giving did not take away from, or occur in place of, ongoing giving. 

“From COVID-19 to a devastating humanitarian crisis caused by the war in Ukraine, we’ve seen donors respond to disaster relief needs in inspiring and meaningful ways,” said Vanguard Charitable president Rebecca Moffett. “In fact, this data reflects that disaster relief support is an integral part of the giving landscape, often increasing total generosity as donors look to give when and where support is needed most. And because the money in donor-advised funds has already been set aside for charitable purposes, donations from DAFs tend to be more responsive in moments of crisis, and more resilient during moments of economic uncertainty.”

(Photo credit: Getty Images/Drazen Zigic)

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Trust in nonprofits fell slightly last year, survey finds | Philanthropy news

While there is room for U.S. institutions across the board to increase public trust, a majority of respondents believe nonprofits will do what is right for society, a survey conducted by Independent Sector finds. 

Conducted in February in partnership with Edelman Data & Intelligence, the third-annual Trust in Civil Society survey found that 56 percent of Americans said they trust nonprofits, down 3 percentage points from the 2020 benchmark study (59 percent). Trust in philanthropy edged down from 36 percent to 34 percent during the same period. According to the survey, financial well-being and education are major drivers of trust, and trust of nonprofits among women fell during the pandemic.

Given the findings, Independent Sector recommended that nonprofits work to make greater progress to support and strengthen the country, for example by leveraging trust in the social sector to strengthen U.S. democracy, deepening engagement with communities and institutions, and upholding public expectations of government accountability.

“Increasing public trust of institutions and the social sector is a pressing issue for the U.S. We all benefit from strong public trust,” said Independent Sector president and CEO Daniel J. Cardinali. “Trust is the priceless currency for nonprofits, philanthropies, business charity programs, and all of us to build a healthy, equitable society. We see what happens when trust breaks. Our 2022 Independent Sector Trust in Civil Society report elevates important data and recommendations for conversations about how the social sector can engage more deeply and do better so everyone in our country thrives.” 

(Photo credit: Getty Images/SDI Productions)

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Digital, other channels of giving are expanding, study finds | Philanthropy news

Emerging trends in the United Kingdom and Brazil reveal an expansion of digital and other types of channels for giving, including online giving, crowdfunding, charity rounding up, and social impact publishing, a new research series from the Indiana University Lilly Family School of Philanthropy at IUPUI finds.

The research series, Digital for Good: A Global Study on Emerging Ways of Giving, builds on the school’s Global Philanthropy Environment Index and Global Philanthropy Tracker and will be released in phases over the next five months. The first two studies examine philanthropic engagement in Brazil and the UK prior to and throughout the COVID-19 pandemic, with profiles of China, India, Kenya, Singapore, South Africa, and South Korea to follow.

Based on an analysis of three case studies in Brazil, the first profile found that prominent emerging ways of giving include charity rounding up, crowdfunding, and social impact publishing, which involves the production of inspiring, revenue-producing editorial content. Donations collected through rounding up for charity via Arredondar increased from BRL1,091 in 2013 (equivalent to $590 in 2021, adjusted for inflation) to more than BRL1.6 million in 2020 (equivalent to $330,186 in 2021, adjusted for inflation). In addition, the study found that the most successful initiatives prioritized transparency and accountability in giving.

Based on an online survey of nearly 3,000 individuals in the UK, the profile found that prominent expanded methods of giving include online giving and crowdfunding. Among donors interviewed between May and July 2021, 60 percent reported that gifts they had made in the past year had been made online, with the most common way being through a third-party app. In addition, researchers found that 63 percent of people who used social media to request donations also made requests in person.

“The results of the first two country profiles suggest an evolution in giving practices and highlight a significant expansion of digital giving practices and peer-to-peer giving,” said Amir Pasic, the Eugene R. Tempel Dean of the Indiana University Lilly Family School of Philanthropy. “While these findings are the first in a series, the documented growth in digital giving and shifting donor expectations in the UK and in Brazil reinforce existing evidence that digital practices can help democratize the practice of philanthropy. Digital innovation makes philanthropy accessible and fosters greater transparency and accountability for how gifts lead to impact.”

(Photo credit: Getty Images)

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