Reaching Small Businesses This Christmas: Four Simple Strategies for Charities

Written by: Kate Hillier

Small businesses are at the heart of local communities and they’re often eager to support causes that matter to them. With 5.8 million SMEs (small and medium-sized enterprises) in the UK, the opportunities are vast. Here’s how your charity can effectively reach and engage small business owners to boost your fundraising efforts.

1. Build from Your Current Supporter Base

Your first step is to look closer to home - your existing network of individual supporters and volunteers. Many may own or run businesses.

Start by reaching out to these individuals and introducing the idea of supporting your charity through their business. Once you’ve connected, expand outward by asking them to share your cause with their business networks.

Extra tip: Highlight stories of individuals who turned their passion for your charity into meaningful business contributions. These examples can inspire others to do the same.

2. Reconnect with Small Businesses That Previously Showed Interest

Small businesses may have approached your charity before but couldn’t commit due to donation thresholds or logistical barriers. Through using the Work for Good platform, it’s now easier for SMEs and sole traders to pledge a portion of their sales, regardless of their size.

How to engage:

• Revisit old contacts and rekindle the conversation.
• Offer simple, flexible fundraising ideas tailored to their business type.

Here are some seasonal examples:

• Restaurants/Pubs: Donate 2% of every Christmas lunch or dinner booking.
• Florists: Contribute a percentage of each Christmas wreath sold.
• Beauticians: Donate £2 from every November manicure.
• Car mechanics: Pledge £5 from every MOT in December.
• Delis: Give £3 from each Christmas hamper sold.
• Dog walkers: Offer 2% of December dog walk fees.

Even creatives like illustrators or Etsy sellers can get involved by donating proceeds from their sales. Show these businesses how they can give back while doing what they do best.

3. Celebrate and Thank Your Small Business Supporters

Recognition goes a long way in building lasting relationships. Celebrate the small businesses that support you by sharing their stories and highlighting their contributions. This not only shows your appreciation but also inspires others to get involved.

Ideas to try:

• Share stories: Use your website, blog, or social media to profile standout small business supporters.
• Social shout-outs: Dedicate Instagram Stories or posts to your small business partners.
• Case studies: Showcase specific campaigns that made an impact.

4. Tap into Small Business Networks via Social Media

Social media is an invaluable tool for connecting with small business owners. Look for regional or industry-specific groups on platforms like Facebook, Instagram, and LinkedIn. Engage with their content, share your cause, and build genuine relationships.

For example, the Better Business Network is an inclusive, nationwide community for purpose-driven businesses who want to make the world a better place. There may be businesses on their network who align with your cause.

Other ways to connect:

• Host a Clubhouse room to discuss how businesses can support your charity.
• Collaborate with national organizations like the Federation of Small Businesses or Enterprise Nation, which often host networking events and look for guest speakers.

Be proactive in starting conversations and offering ideas that fit the needs of each group.

Support is Always at Hand

At Work for Good, we’re here to help charities engage with small business donors effectively. We are here to support you, and our resource toolkit equips you with everything you need to succeed.

By building connections, offering flexible opportunities, and celebrating your supporters, your charity can unlock the potential of small business partnerships and make a real impact.

If you found this useful, we would love it if you could pass it on and share it with your networks to help more charities access unrestricted funding through CPA sales donations on the Work for Good platform.