Transparency

Transparency within the third sector is a contentious issue, and for that reason it should be front and centre when picking your CSR partner. Without transparency the raison d’etre of CSR is undermined. At Children with Cancer UK we ensure that we are completely transparent with our partners on how we spend the money we raise and how it is generated. This is an important aspect to consider when choosing a charity partner: as a company you want to be sure you are making the biggest impact you can and that you are satisfied the charity can deliver what it sets out to do.

Motivation

Now that you have picked your charity how do you ensure you meet your CSR, financial and PR aims for the partnership over the long term?

First, ensure your team is led by charity champions. Build a team to motivate peers and remind them of the value of what they’re doing. These champions will be in regular discussion with a dedicated account manager to make sure fundraising ideas are kept fresh and engaging. Charity champions will also form a conduit for internal communications on the partnership to ensure everyone stays involved.

Second, stay dynamic and varied – don’t be stagnant in running a bake sale every year. Create special events, with new and bold challenges, that present exciting commercial or sponsorship opportunities. Imaginative events can inspire beyond their financial value. Make the partnership work for you as much as for the charity.

Finally, stay relevant by building strong relationships with all levels of staff across the two organisations – including key stakeholders like managers and executives. This keeps the partnership blossoming at every level – ensuring its relevance to all involved – and connecting employees who have a common goal. This will foster an invaluable sense of team spirit that will boost fundraising efforts.