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Articles > Fundraising Ideas > Maximising income: A structured plan for corporate match funding success

Maximising income: A structured plan for corporate match funding success

29 Jan 2024
Written by Ruxandra Tălîngă
United Kingdom
Fundraising Ideas

What Is Corporate Match Funding? 

There are hundreds of organisations that, as part of their Corporate Social Responsibility (CSR) programmes, offer some form of charity support to employees who either donate to charities or do charity volunteer work. 

This support is known as corporate match funding, and the amount donated can be a significant amount per employee per year, providing a real opportunity to generate important incremental income for your organisation. To be successful, you will need a structured approach and an understanding of your ToucanTech CRM platform and how to research, track, and engage with potential donors. 

The recommendations detailed below are taken from ToucanTech, an all-in-one community management platform, which provides users with the means to maximise income through corporate match funding. 


Why do organisations have CSR programmes? 

It is important to understand why so many organisations have CSR programmes in place. The graphic below shows that the primary reasons are:

  1. The positive impact CSR programmes have on employees 
  2. Consumer perception of the company and their brand image


Developing a structured plan to maximise income from corporate match funding

You are likely to have people within your community and database, who work for an organisation which offers match funding to its employees, for example schools may have parents and alumni, and charities may have audience members, supporters, and friends. 

To maximise income from corporate match funding, it is important to have a structured plan. Whilst plans will vary depending on the individual circumstances and resource capacity of your team, it is recommended each should use the framework outlined below. 


1. Identify members of your community who work for one of the companies on the match funding list

There are a number of ways of doing this using the ToucanTech platform.

If you have been adding and tracking employment details on your database already, a quick export of these employers will allow you to cross-check those against the company match funding list. Once identified, a quick search on each employer will show who in your community works there.

If you hold little or no employment details on your community records, it is recommended to create a survey using ToucanTech functionality. Keep the survey short, explain the reasons you are asking for employment details, and send a link to the form in a mass email directly from your database. The survey can also be posted on social media, where LinkedIn will be particularly relevant. Any responses will be recorded directly into your ToucanTech database, and the corresponding record updated.

Tip: Leverage your networks. Utilise personal and professional networks to connect with individuals who have relationships with companies or can make introductions on your behalf. Engage with local business networks, educational forums, or industry associations to expand your reach and find corporate sponsors.

2. Review survey feedback 

After reviewing individual records and the new employers you may have found, you can use the Pipeline functionality, to keep a prospect summary. Add records to the pipeline, and move them through different stages to track their journey as individual conversations progress. 


3. Build relationships with those identified as working for match funding organisations 

As with all fundraising, it is important to communicate the cause, or causes, for which your organisation is raising money and the impact the donations will have. 

Provide evidence of how funding has positively impacted your organisation or specific beneficiaries. Share success stories, testimonials, and data indicating improved outcomes as a result of previous fundraising. This information will help build trust and encourage your community to contribute to your cause. 

As part of the engagement process, the ToucanTech database can help you to segment those that have been identified as working for a company which offers match funding, into donors vs non-donors. 

  • For donors, find out if their particular company programme allows for a donation to be made (in many cases it will be up to a set amount per year) which support the donations they are already making 
  • For non-donors, ask if they would be willing to do volunteer work, for example, to begin the cultivation process

For schools, note that volunteer work will be completed at school events, so it is important to plan well in advance and understand what events are taking place and the level/type of support required. 


4. Understand how the individual match programmes work 

Each corporate match funding programme will have specific requirements and guidelines, so it's crucial to thoroughly understand each company's criteria and tailor proposals accordingly. Building strong relationships, providing compelling evidence of impact, and maintaining effective communication channels will significantly increase the chances of securing corporate funding. 

It is recommended that you stay up to date with corporate programmes through regular research and monitoring. Stay connected with corporate giving trends and changes in CSR policies to identify new opportunities for funding. 

As part of any engagement, it is important to request details of the company match funding programme. This will enable you to: 

  • understand the criteria for an organisation making a donation and at what level the funding will be  
  • establish how funding for volunteer work operates, and what level of verification is required to release the funds 
  • understand how payments are made. Many organisations use third parties to manage their CSR programmes, including making payments to charities. For example, Apple and Google use Benevity, and charities need to register their details ahead of any payment being made.


5. Build relationships with corporate sponsors 

Whilst the main focus is very much on identifying and engaging with those who work for match funding organisations, opportunities may arise to reach out directly to potential corporate partners. 

This can be done through letters, emails, or personal meetings to introduce your mission, goals, and specific funding needs. Emphasise the positive impact their support can have. 

You can look to foster long-term partnerships and establish long-lasting relationships with corporate sponsors. Regularly communicate the impact of their donations and maintain open lines of communication to update them on your organisation's progress. Actively engage with corporate representatives through events, volunteer opportunities, or collaborative projects that align with their values and interests. You can use your ToucanTech CRM to tag your corporate sponsors and ensure they are included in any donor communications sent from your database.

There may be an opportunity to offer recognition and visibility to corporate sponsors where their involvement can be promoted through newsletters, social media, events, and other communication channels. Naming opportunities may be considered for facilities or programmes to acknowledge major contributions. 

Any funding proposals should be bespoke, to showcase how corporate contributions could make a meaningful difference.  

Within the proposal, provide detailed information about the specific projects, programmes, or resources that require funding, and highlight the expected outcomes and benefits for all.


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