Sales Giving Explainer Series: 10 Things Every Business & Charity Should Know
Over the past several weeks, we’ve been sharing a Sales Giving Explainer Series on LinkedIn. This was a 10-part deep dive into why Sales Giving (also known as cause-related marketing / CRM) is such a powerful and practical tool for both businesses and charities.
Each explainer tackled a different aspect of Sales Giving: from the legal essentials, to the value of unrestricted income to charities, to why SMEs are uniquely positioned to thrive through purpose-driven sales.
Here’s a complete round-up of all 10 explainers, and what they reveal about the growing movement of businesses using their sales to power real impact. Please follow the click through links for more detail, and please also consider signing up for our LinkedIn newsletter while you’re there.
Sales Giving Explainer #1: What is Cause-Related Marketing (CRM)?
Cause-Related Marketing (Sales Giving) is the simple, impactful act of linking donations to sales, turning everyday business activity into a sustainable source of charitable income. It’s a business model rooted in purpose.
Sales Giving Explainer #2: Why Unrestricted Income Matters
Unrestricted income is probably the most valuable type of funding a charity can receive.
It allows charities to allocate resources where they’re most needed, cover essential running costs, innovate, and respond quickly when crises arise. Sales Giving is a consistent and scalable way for businesses to help provide this vital flexibility.
Sales Giving Explainer #3: Why Sales Giving Works So Well for SMEs
SMEs often believe giving back is something only big brands can afford, but Sales Giving is a natural fit for SMEs. By donating through the sale of products or services, small businesses can give in a way that grows alongside their business. It’s accessible, authentic, and incredibly effective.
Sales Giving Explainer #4: The Legal Bit – Why CPAs Matter
Commercial participation agreements (CPAs) ensure transparency for customers and protection for both businesses and charities. In short: they’re a legal requirement, but they don’t need to be complicated. With clear, compliant agreements in place, businesses can give with confidence.
Sales Giving Explainer #5: How Sales Giving Builds Customer Trust & Loyalty
Consumers are increasingly choosing brands that stand for something. Sales Giving gives businesses a concrete, measurable way to demonstrate their values. When a customer sees that a purchase supports a cause, it builds trust and trust leads to long-term loyalty.
Sales Giving Explainer #6: Why Sales Giving is a Game-Changer for SMEs (Not Just Big Corporates)
Purpose used to be the domain of large corporations. Not anymore. Sales Giving helps smaller businesses compete by offering a genuine, story-driven differentiation. SMEs can use their values and authenticity to stand out.
Sales Giving Explainer #7: Why Unrestricted Income is a Lifeline for Charities
When a business donates through sales, it’s not just about the amount raised, it’s about how that money can be used. These funds allow charities to invest in their core mission, cover essential running costs and respond quickly when needs change. Sales Giving helps the charity adapt, survive and thrive.
Sales Giving Explainer #8: Sales Giving Made Simple – Legal & Compliance Sorted
We know compliance can be a major barrier, especially for smaller businesses. This explainer breaks down how Work for Good digitalises and automates the CPA process meaning businesses can start giving legally in just a few clicks.
Sales Giving Explainer #9: Sales Giving as a Gateway to Stronger Corporate Partnerships
Sales Giving often acts as the first step in a growing relationship.A simple sales-linked donation helps businesses get involved easily, and as charities and businesses build trust, these small beginnings often evolve into long-term partnerships, sponsorships, or deeper collaborations.
Sales Giving Explainer #10: The Bigger Picture – Building a Culture of Purpose
We ended the series by zooming out. Sales Giving is more than a fundraising tool, it’s about embedding purpose into the heart of business operations. When a business links its success to its impact, purpose becomes part of its culture, strategy, and story.
At Work for Good, our mission is to make Sales Giving simple, legal and accessible for every business, from sole traders to fast-growing SMEs.
Learn More or Get Started
For businesses:
https://workforgood.co.uk/how-we-help-businesses/
For charities:
https://workforgood.co.uk/how-we-help-charities/
Or reach out to us directly at hello@workforgood.co.uk. We would love to help you turn your sales into a meaningful impact.
