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How Charities Can Connect with Businesses for CPA Sales Donations

20 March 2025

For charities, forming partnerships with businesses through CPA (Commercial Participation Agreement) sales donations can be a game-changer. Not only does it create a sustainable revenue stream, but it also strengthens brand awareness and community engagement. However, finding and connecting with businesses that align with your cause can feel challenging. Here’s a guide on how to identify, approach, and build meaningful partnerships with businesses using Work for Good.

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1. Identify Businesses That Align with Your Charity's Mission

The key to successful partnerships is finding businesses that genuinely care about your cause. Here’s how to identify potential partners:

Look at industry alignment:

  • A children’s charity could connect with toy stores or family-run businesses.
  • An environmental charity might approach eco-friendly brands or sustainable product companies.
  • A health-related charity can target fitness brands, wellness businesses, or healthcare companies.

Research businesses already supporting similar causes:
Check out companies that donate to related charities - if they’re already engaged in giving, they may be open to a new partnership.

Monitor social media and business networks:
Use LinkedIn, Instagram, and local business networks to find SMEs that actively talk about CSR (corporate social responsibility) and giving back.

Use Work for Good’s existing business network:
Many SMEs are already on Work for Good, looking for charities to support. Make sure your charity profile stands out with a compelling description of your mission and impact.

2. How to Approach Businesses: Crafting the Perfect Outreach

Once you’ve identified businesses that could be a good fit, the next step is outreach. Here’s how to make an effective first connection:

Email Outreach:

  • Keep it personal - mention why their business aligns with your charity.
  • Explain how CPA sales donations work and why it’s easy through Work for Good.
  • Highlight the benefits: positive brand reputation, customer engagement, and purpose-driven marketing.
  • Include a clear call to action (e.g., “Would you be open to a quick chat to explore this?”).
  • We also have free downloadable resources containing draft emails, LinkedIn messages and more.

LinkedIn Engagement:

  • Follow and engage with the business before reaching out.
  • Send a warm, non-salesy message, acknowledging their work and introducing your charity.
  • Share a relevant case study of a similar business using sales donations successfully.

Direct Calls:

  • Call local businesses and introduce the concept of sales-linked giving.
  • Highlight how easy Work for Good makes the legal side of CPA agreements.
  • Offer a short follow-up meeting or email with more details.

Networking & Events:

  • Attend local business events, industry meetups, and networking groups to connect in person (you can find these on EventBrite or a quick Google search).
  • Bring business-friendly materials explaining Work for Good and the benefits of sales-linked giving (we have a lot of information on our website “Why giving is good for business”.)

3. Building Long-Term Partnerships

Finding businesses is just the first step - nurturing and maintaining the relationship ensures long-term success.

Make it easy: Provide businesses with simple steps to get started, using Work for Good’s platform to handle legal requirements.

Give recognition: Publicly thank your business supporters on social media and in newsletters.

Share impact: Send occasional updates on how their donations are making a difference.

Offer collaboration: Suggest creative campaigns or joint marketing efforts to keep businesses engaged.

10% donated to charity

Final Thoughts

Engaging businesses in CPA sales donations through Work for Good is all about finding alignment, making outreach personal, and fostering long-term partnerships. With the right approach, SMEs can become powerful allies in your fundraising efforts.

If you’re not sure where to start, log into Work for Good, update your charity profile (or create one if you’re new), and start reaching out to businesses today! 🚀

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