Maximizing Charity Funding: What CSR Managers Seek in A Winning Bid

charites & trusts fundrasing strategies video marketing strategy video production Nov 01, 2023
Maximizing Charity Funding: What CSR Managers Seek in Winning Bid


Trying to secure funds for your charity? A CSR (Corporate Social Responsibility) manager holds the keys to the kingdom. But what do they really want to see before they sign that check? And how can charities leverage this knowledge to create compelling bids for funding? Let's break it down.

Understanding CSR: Beyond Just Donations

At its core, CSR is about how businesses integrate social, environmental, and economic concerns into their ethos. They're looking for more than just feel-good stories; they want partnerships that align with their values and demonstrate genuine impact.


Crafting Your Pitch: The Winning Components


  1. Alignment with Corporate Values: First and foremost, demonstrate how your cause reflects the values of the company you're approaching. Show them that by partnering with you, they're furthering their own mission.

  2. Tangible Impact and Outcomes: Heartwarming stories are important, but you also need cold, hard facts. Use compelling metrics that showcase the difference you're making. "Feeding 300 families weekly" has more gravitas than just "We help families."

  3. Showcase Transparency: Highlight your commitment to transparency. CSR managers love seeing clear breakdowns of how funds are utilized. Consider creating an easy-to-digest infographic that visualizes where each dollar goes.

  4. Innovative Solutions: Emphasize how your charity uses innovative strategies to tackle challenges. Maybe you've integrated technology to reach more people or have developed a unique community engagement model. This shows you're forward-thinking and adaptable.

  5. Engagement Opportunities: Offer CSR opportunities for corporate employee involvement, whether it's volunteering, mentoring, or other forms of hands-on engagement. This not only helps them see the direct impact of their contributions but also boosts their company morale and unity.

  6. Sustainability is Key: Your project should have legs. Showcase how your initiatives will continue to create impact long after the immediate funding is used.

  7. Keep the Communication Channels Open: Stress your commitment to ongoing communication. Whether it's monthly newsletters, annual reports, or a dedicated liaison, this assures potential donors that they'll be kept in the loop.

  8. Credibility Matters: Never underestimate the power of a strong track record. Provide testimonials, share success stories, and be ready to offer financial statements or references if asked.


Videos as the Game-Changer

Harness the power of videos. In today's digital age, videos can compellingly showcase your charity's work, offering a dynamic glimpse into your impact. Whether it's testimonials, project overviews, or behind-the-scenes looks, a well-crafted video can make your pitch unforgettable and truly resonate with CSR managers.

Using videos can significantly enhance a charity's bid process by offering a visual and emotive representation of their mission, activities, and impact. Here's how a charity might leverage video at various stages of the bid process:

  1. Research & Identification:

    • Awareness Videos: These can be shared on the charity's website or social media platforms, ensuring that potential funders become aware of the charity's work when conducting preliminary research.
  2. Preparation Stage:

    • Data Visualization: Complex data or statistics can be made more digestible and engaging through animated explainer videos.
    • Testimonials: Videos of beneficiaries, volunteers, or partners speaking about the charity's impact can provide authentic evidence of the charity's work.
  3. Submission Stage:

    • Proposal Overview: Instead of, or in addition to, a written proposal, charities can submit a short video that outlines the main points of their proposal in a compelling way.
    • Impact Stories: Short documentaries or narrative videos showcasing the direct impact of the charity's work can be incredibly persuasive.
  4. Evaluation Stage:

    • Virtual Site Visits: Especially relevant during times when in-person visits might be challenging, a well-produced video can give funders a virtual tour of the charity's operations, projects, and teams.
  5. Award Stage:

    • Thank You Video: Upon receiving the funding, a personalized thank-you video can be sent to the donor, making them feel appreciated and reinforcing the human aspect of their contribution.
  6. Execution & Monitoring:

    • Progress Updates: Periodic video updates can be shared with funders, showing the tangible progress made in real-time, which can be more engaging than written reports.
    • Interactive Webinars: Charities can host video webinars or Q&A sessions, giving funders an opportunity to engage directly, ask questions, and see the charity's work first-hand.
  7. Completion & Review:

    • Completion Showcase: At the project's end, a comprehensive video can highlight all the accomplishments, challenges, testimonials, and data points in an engaging format.
    • Feedback Loop: Collecting video testimonials or feedback from beneficiaries, staff, and stakeholders can provide valuable insights for both the charity and the funder.


What charity's must have in place to execute an effective video marketing strategy to win funding bids 

  1. Video Strategy & Goal Setting:

    • Clear Objectives: Understand the purpose of the video(s) - awareness, fundraising, education, etc.
    • Target Audience: Know who you're speaking to and tailor the content accordingly.
  2. Talented Team or Partners:

    • Video Production Team: Whether in-house or outsourced, you'll need skilled videographers, editors, and possibly animators.
    • Storytellers: Individuals who can craft compelling narratives about your charity's impact.
    • Spokespersons: Trained individuals who can effectively convey your message on camera.
  3. Budget & Resources:

    • Funding: Allocate a budget for video production, which includes equipment, software, and talent costs.
    • Equipment: Ensure access to quality recording and editing equipment.
    • Locations: Secure ideal shooting locations, whether they are on-site or off-site.
  4. Content & Script:

    • Research: Gather compelling data, testimonials, and stories to feature.
    • Scriptwriting: Create a structured script to ensure clarity and engagement.
    • Storyboards: Outline the visual progression for clarity during production.
  5. Distribution & Promotion:

    • Optimized Hosting Platforms: Use platforms like YouTube, Vimeo, or your website, ensuring videos are SEO-friendly.
    • Promotion Strategy: Leverage social media, email marketing, and partners to amplify your video's reach.
    • Engagement Metrics: Set up tools to track views, shares, likes, and more to measure success and inform future strategy.

The next time you're gearing up to approach a business for support, put yourself in the shoes of a CSR manager.

By aligning your charity's efforts with their objectives and showcasing your commitment to real, measurable impact, you'll stand out in the sea of funding bids.

Remember, it's not just about asking for money—it's about building a partnership that benefits both parties.

 We'd love to chat with you about how we can help your charity reach, engage, and convert supporters. Why not get in touch with us today? We're friendly and passionate about making a difference.