How entrepreneurs can launch charitable partnerships that have the potential to define them for years to come

The coronavirus pandemic has shed light on the important role that businesses can play in supporting the communities they operate in. Seeing the success of corporate social responsibility initiatives launched in the first weeks following lockdown, many business leaders are now considering how their company should support charitable and grassroots initiatives for the first time.

Rosemary Macdonald, CEO of UK Community Foundations –  a national network of 46 community foundations – offers her expertise on how entrepreneurs and business owners can successfully implement charity partnerships which support their company values and  resonate with customers, employees, stakeholders and the media.

1.Consider and communicate your business’ values 

“CSR (corporate social responsibility) is increasingly linked to a consumer’s long-term emotional connection with a brand. Many entrepreneurs set up their businesses with ‘purpose’ at their heart and a good CSR policy can effectively feed into that overall driving force. 

“At a time when overt sales messaging is likely to sit negatively with your target audience, CSR campaigns can provide you with a great opportunity to communicate your business’ values. 

“A good example is Barclays, which established The Barclays Foundation to provide a £100 million Community Aid Package for charities helping vulnerable people impacted by COVID-19. In addition to its corporate contribution, it pledged to match personal donations made by employees to charities supporting communities impacted by the crisis. 

“By working alongside an organisation such as UK Community Foundations (UKCF), which puts businesses in touch with likeminded community foundations and private grant-making trusts, you can make sure that initiatives coincide with the corporate social values and mission of your company, increase company engagement and staff retention.”

 2.  Don’t be one dimensional 

“To embed a culture of giving from recruitment to retirement, it’s important to involve your employees from the get-go. This will enable you to implement partnerships that staff genuinely connect with and are excited to support throughout their career.

“When Nationwide Building Society launched its’ Community Grants Programme – which encouraged housing projects and charities to apply for grants to help provide support for local communities – it gave Nationwide members a role in decision-making on charities to fund. This was essential to the success of the programme.

“UKCF contacted its network of housing-related grassroots charities to share Nationwide’s vision and encouraged them to apply on the premise that everyone deserves a place fit to call home.  

“Applications were reviewed and shortlisted by UKCF before being shared with Nationwide members and employees who form regionalised Community Boards. Together, the Boards decided which charities should receive a grant.

“Having their say in the choice of charity partner was an integral part of Nationwide’s strategy and helped to strengthen motivation and job satisfaction for its’ employees, whilst also broadening understanding and furthering relationships with its’ members.”

3. Form your strategy

“When considering potential partnerships, it’s important that you consider charities which complement your businesses’ goals, size and outlook. For example, if you own an estate agency, you might look to work with a homeless charity.

“If your business is on a larger scale, you might be unsure of which ones best reflect the values of your business or want to split your funding between charities that link with different services you provide. In this case, you can approach your local community foundation for guidance.

“Working with a community foundation will help to reassure and provide financial security that your funds will reach those most in need due to the strict governance, transparency and accountability provided by community foundations across the UK.”

“To launch a successful CSR strategy, you should implement an initiative or partnership that fulfils and excites passion in your stakeholders, employees, and customers. 

“As demonstrated throughout the current pandemic, consumers and potential employees are naturally drawn to businesses which have thought about their CSR and have clear actions in place that reflect the businesses’ values. To avoid being side-lined, all you need to do is make the jump.”