Further comments on selling as a fundraiser to companies

The ideal for a fundraiser with a potential client is for the client to become a multi-donor. This means the relationship should not just be a one-off. You have spent a lot of time and energy making that relationship, so if the donor doesn't keep coming back you have wasted considerable time and energy making the initial contact.

This does not mean not sourcing new businesses, but don't forget current and past relationships and see if they can be built on. At the very least, if you have had a good relationship it must be worth a phone call to talk to that person and ask their opinion on a fundraising idea or advice. Remember also that people change jobs and they may take your charity with them.

Currently there is a lot of sales buzz talk about making the client aware that they need you in some way. This, from a fundraising viewpoint, can only work if the potential client can truly see the benefits e.g. employee motivation, pro-community policy, good feedback from a project they have funded (not necessarily just a thank you letter from the fundraising department - how about a letter from the department where the money has been spent etc.

If you have good relationships with current or past companies then it is a good idea to get some references, create a portfolio of past successes. The portfolio should also include any particular successes of the charity itself. Visual items will probably be better e.g. posters/photos etc. This means you can show how successful it is when a company works with you and what benefits can be gained.

The goal of your first meeting should be to get the person to take an interest in you and your organisation. That is all. It has nothing to do with getting funds at this stage. The company employee needs to feel that they like you and that they feel that they can work with you and, of course, that your relationship will be fulfilling and successful. Everyone wants a successful outcome. Remember if an employee has a position to work with the community or charities, they will need to justify that position too, so tangible successes are important. Remember whittles you can do to make that person look good.

Some suggestions for achieving these are:

To listen to what is being said - both verbally and non verbally
Be honest. Never say you or your organisation can do something if you don't think it is possible. It's not worth the hassle and you will quickly either get found out or cause yourself unnecessary pressure. Do however be positive about what you can do.
Show your own expertise to help in the success of the relationship (e.g. past successes, past stories.). You are the fundraising expert and should be able to show that you bring something they need to the party, ready to help if appropriate.
Ask questions about the organisation: what it does, how many people work there etc. Not to many questions, but enough to show interest and gain further information about the company and its objectives in regard to its fundraising.

After every meeting write up a short report on what was said, what your impressions were etc. This will make it easier when you next visit or speak to your contact. It will also make it easy to delegate tasks without having to explain the history of everything. Lastly, enjoy building up relationships - it will be a lot easier and more fun!

N.B. Every meeting, no matter how carefully researched, is always different. Keep flexible and listen to what is being said and what is not being said.

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