Expert Interview with non-profit communication consultant
For my research, I shortly interviewed Machien van Dooren, CEO of Esteam Work, an important, big, internationally operating company that advizes non-profit organizations in the field of communication and marketing, you can read the results of this interview right here:
1. The current situation concerning corporate fundraising in the Dutch market:
1a: How difficult is it nowadays to collect money from corporations?
It depends on what’s given in return, ranging from “image-building” to “personnel engagement” and “corporate identity”. If the corporate does not really get anything in return… collecting cash is nowadays pretty hard.
1b: What factors would you say influence the degree of difficulty for fundraisers to attract new funds
(e.g. economical situation, societal changes etc.)?
Companies increasingly search for “return on donations”: they want something measurable in return for their giving. Therefore, fundraisers need to come up with well-thought of strategies and provide the company with arguments why that specific company should donate to that specific charity.
1c: Have there been any (major) changes in the field of corporate fundraising over the past few years
(e.g. different methods)?
Corporate fundraising in the NL market has long been – and for the majority of foundations still is – related to other fundraising activities, only slightly adapted to the different target audience. Only recently some foundations have started professionalizing their approach towards corporate fundraising, recognizing the fact that this requires a completely different approach.
2. Organization’s motivations for giving:
2a: What are, according to you, the most common reasons for organizations to invest in non-profit causes?
Organizations hardly invest in non-proft causes, at best they donate.
2b: Should a fundraiser adjust his/her strategy according to the motivation the organization might have for giving?
Absolutely.
3. The best way for fundraisers to present themselves/their causes:
3a: How can fundraisers make their presentation/message utmost convincing, or in other words, how can they ‘sell’ their cause?
They should not. They should focus on matching mutual objectives and pinpointing the potential win-win situation resulting from partnering.
3b: What are the most important things (think: tips and/or pitfalls) the fundraising party should in keep in mind when presenting themselves to organizations in order to attract new funds?
Merely asking for money might result in a donation in the short run, but will most likely not lead to a long-term relationship.
4. Communication strategies for corporate fundraising:
4a: What communication tools are most suitable for corporate fundraising?
Website/page specifically tailored towards corporate fundraising, clearly presenting what assets the foundation has to offer.
Face-to-face exploration of common goals/objectives, after a first broad outline has been presented by the foundation via e-mail/telephone.
4b: What elements should be taken into account when developing a communication strategy suitable for corporate fundraising, in general?
Do not start developing a comm strategy before you have explored several potential corporate partnerships and brought at least two of them into practise. Corporates above all are interested in track record and proven reliability. That cannot be beaten by a comm. strategy.
