Resources

Spotlight on Public and Customer Fundraising

25 Sep 2017

This is when a company reaches out to the general public or to their customer base to engage them in giving back. This form of corporate giving provides an opportunity for a company to establish themselves as a community-minded organisation, deepen their engagement with customers, as well as raising awareness and funds for non profit organisations (NPOs).

For a company, this type of engagement can generate positive public relations, enhance brand image and increase brand awareness. Increasing, consumers are more likely to spend and spend more with a company that impresses them with their values.

By partnering with companies on public-facing campaigns, NPOs broaden their access to new audiences and are also able to minimise the cost of their own extensive marketing campaigns to promote their organisation or a cause. In addition, a campaign can provide a regular stream of recurring donations for NPOs as well as a platform to recruit potential volunteers.