Corporate links need planning, charities told

Frank discussions at the planning stage are more likely to ensure successful partnerships, delegates at the Institute of Fundraising National Convention have heard

Corporate partnerships need better planning
Corporate partnerships need better planning

Charities should beware "unrealistic expectations" when negotiating corporate partnerships, according to the director of fundraising at Whizz-Kidz.

Jo Dunsford told delegates at the convention that frank discussions at the planning stage were likely to ensure successful partnerships.

In the session, called Underperforming Corporate Partnerships, Dunsford said: "You have to have a clear understanding of what the company’s expectations are and what it thinks it can achieve. When it comes to the table, are its expectations realistic? Just putting the charity’s logo on its products isn’t always enough."

Dunsford said those expectations should then be translated into specific objectives and included in a contract.

Mark Hopkinson, head of new business at Unicef, said charities should be realistic about what they can offer. "Charities should include the cost of their administrative services within the contract," he said. 

- Read more news and comment from this year's IoF National Convention

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in