Research is the 'key to success'

Fundraisers who thoroughly research potential corporate partners will win more deals, says NSPCC fundraising training manager Rob Woods

Rob Woods
Rob Woods

The most successful corporate fundraisers can prove how involvement with their charity will benefit the companies they target, convention delegates will hear today.

Rob Woods, fundraising training manager at the NSPCC and director of Rob Woods Training, will say that charities that have won big corporate partnerships research the customers or employees of the companies they pitch to and can prove how similar fundraising deals have previously benefited the firms involved.

Speaking before the session, Woods said his presentation, based on conversations or research with more than 100 charities, will show that this ability to see the link-up from the company’s point of view is a key difference between successful fundraisers and those who work hard but do not win the deals.

Woods said that one charity interviewed shoppers going into a large supermarket chain before pitching to the company and found many were personally affected by the medical condition the charity worked to alleviate.

"The charity was able to say to the company that this cause was top of the minds of almost all of its customers – was it aware of that?" he said.  

- See more news from this year's IoF National Convention

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