Charity of the Year adoption is an increasingly popular concept for businesses and charities alike. They are an effective way for businesses to focus their approach to charitable giving and actively involve employees, whilst helping a charity to achieve greater financial security and enhanced community support.

The key elements of charity partnerships are that the business chooses one main charity to support over a specific time period, usually ranging from one to two years. The partnership is designed to be of mutual benefit and often, although not always, involves the company’s staff in some way. With so many options for staff fundraising this can also be a great opportunity for team building or just simply to have some fun!

Engaging with The Little Heroes Charity in this way allows a sustainable relationship to build up between your business and the charity. A member of the charity’s corporate fundraising team will personally manage the relationship, helping you to get started with a launch activity or event, attending your premises to make presentations to your staff, and offering plenty of advice and feedback throughout the entire partnership.

Charity Adoption: Key Benefits

Benefits for Your Business

A charity adoption creates fantastic opportunities for the business to generate positive publicity with a clear message that can strengthen your image, reputation, awareness and competitive edge. This in turn can lead to increased sales and brand loyalty from your customers. A partnership shows a clear and public display of commitment from the business to the community. The business is able to state, in an easily understandable way, how they are involved to staff, customers, investors and other stakeholders.

Adopting one main charity enables your business to take a more strategic approach to community involvement and develop that strategy for the future.

It’s a good way of involving staff in the company’s Corporate Social Responsibility (CSR) policies. By doing this, staff can see for themselves how their company’s support impacts on the work of the charity; giving them a real sense of pride in the organisation they work for. “For CSR to be mainstream, it needs to touch an organisation’s workforce. In a very real sense, organisations are their people, and employee involvement is one of the more potent ways of delivering CSR – besides giving some of the most valuable returns through enhanced motivation, loyalty, and staff”

Benefits for the Little Heroes Charity

Charity adoptions can produce unrestricted income with a very favourable ‘cost-to-benefit’ ratio. It can increase awareness of us and our cause. Not only does this help to increase revenue but also ensure people who may need to use our services are aware of the support we can provide.

It can create opportunities to lever support from other businesses and customers. The partnership can provide access to employees as a new market of potential supporters. The charity gains an increased track record of working with business. For further information or help and advice about setting up a charity of the year partnership, please contact us