Corporate P2P fundraising campaign recipe

This guide outlines how to set up an ongoing corporate P2P fundraising campaign. Educating your corporate fundraisers in P2P fundraising will provide them with a valuable tool to attract corporate partners.

Corporate fundraisers are among the fastest-growing groups of P2P fundraisers. Since the Ukraine war fundraising efforts, we have seen a significant increase in fundraising campaigns by companies. These campaigns often raise substantial amounts and engage employees and sometimes external partners of your corporate partners. 

P2P fundraising is often driven by private giving. Therefore, starting with corporate P2P fundraising often requires a deliberate effort. 

This type of fundraising is relevant to all types of charities, though emergency aid charities often have a relatively larger share of corporate fundraisers in their portfolio than other types of charities.

Two main types of corporate P2P fundraising

There are two main types of corporate fundraising, differing in scale and complexity.

1. Employee fundraising: This type of corporate fundraising is described in a separate post. Essentially, it involves the company making a donation and inviting employees to contribute as well. Alternatively, they can double employee donations. It is straightforward to get started, can be easily explained, and scaled. Especially around Christmas, there are opportunities to promote this broadly among all partners.

2. Corporate event fundraising: Events can range from internal social activities to large public running events. In other words: ambitions can vary greatly. While some events can be highly valuable, about half of the initiatives fail before being realised, and half of those that do often disappoint. Ensure there is a firm commitment from the corporate partner before going overboard.

Recipe: Ongoing corporate P2P fundraising

Time to prepare: Approximate 12 working hours.

Campaign period: Ongoing, but focusing efforts in autumn can prepare for Christmas fundraising initiatives for companies.

Ingredients (List of prerequisites)

• Access to your website content management system (CMS)
• BetterNow (or another P2P fundraising system) 
• A corporate fundraiser or even a full corporate fundraising team

Optional:

• 1-2 case stories of companies who have donated their birthday to you
• Your LinkedIn page

Campaign instructions:

1. Gather the ingredients: Ensure access to all systems, such as the CMS and BetterNow.
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2. Schedule a workshop: Organise a workshop on corporate fundraising with participants from both corporate fundraising and those leading P2P fundraising. Invite someone from BetterNow if possible. Besides explaining the simple concept of employee fundraising and creating a plan, the workshop should also educate corporate fundraisers on the basics of P2P fundraising. This will help them build realistic concepts with your more ambitious corporate partners grounded in the fundamentals of P2P fundraising.
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3. Update digital materials: Identify and update pages on your homepage and other digital materials with information about corporate giving. Depending on how long you have been conducting corporate fundraising, you will have varying amounts of material to use when approaching corporations. Update these assets to include the possibility of doing a P2P fundraiser.
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4. Create a one-pager: Develop a one-page document (or two pages) explaining the concept of employee fundraising to corporate partners. It should help them understand the basic concept and how to get started.
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5. Plan for outreach: Develop a plan for mass outreach around Christmas. If you have product packages in partnership levels, consider adding successful P2P fundraising as a prerequisite for some top levels. You can also offer P2P fundraising as part of your services. This way, it becomes an integral part of your offering. Additionally, identify partners who may be well-suited for larger P2P fundraising efforts and do targeted outreach to them.
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6. Schedule stories on LinkedIn: Just as with P2P fundraising targeting individuals, social proof is important. Ensure your LinkedIn page features stories about companies doing P2P fundraising, including testimonials and case studies. This will help normalise the behaviour and provide companies with role models for partnering with you.

Conclusion

In conclusion, establishing a corporate P2P fundraising programme can significantly enhance your fundraising efforts by engaging corporate partners and their employees in meaningful ways. By following the steps outlined in this guide, you can create a sustainable and effective fundraising campaign that benefits both your charity and your corporate partners.

The key to success lies in thorough preparation, clear communication, and ongoing support for your corporate fundraisers. Hosting workshops, updating your digital materials, and creating informative resources such as one-pagers are crucial components of this process. Additionally, a well-thought-out outreach plan, particularly around key fundraising periods like Christmas, will maximise your campaign's impact.

Remember, social proof plays a vital role in encouraging participation. Sharing success stories and testimonials on platforms like LinkedIn not only highlights the positive outcomes of corporate P2P fundraising but also inspires other companies to get involved.

By integrating P2P fundraising into your overall corporate fundraising strategy, you can foster stronger relationships with your corporate partners and create a collaborative environment that drives both engagement and donations. This approach not only diversifies your fundraising portfolio but also builds a community of corporate supporters committed to your cause.

For further insights and detailed strategies, explore our additional P2P fundraising recipes, including those for ongoing birthday fundraiser campaigns and in-memory P2P fundraising. These resources will equip you with the knowledge and tools needed to expand your fundraising efforts and achieve your goals.

Embrace the potential of corporate P2P fundraising and watch as your charity's impact grows through the collective efforts of your corporate partners and their networks.