How value-aligned fundraising benefits companies

Hands in a circle

People buy from businesses who share their principles

Getting involved with charity fundraising activities can be helpful to a business in many ways – and help companies improve their employee wellbeing, brand reputation and even overall long-term sustainability.

It’s increasingly important to address how your company values fit with your customers’ values.

Research from Ipsos tells us that:

  • People are looking for signals that any investment they’re making is aligned with their own values
  • Making socially responsible choices brings satisfaction and emotional comfort

60% of consumers say they tend to buy from brands that reflect their own ethics

Creating this ‘shared value’ is relevant to the discussion around Corporate Social Responsibility (CSR). Business strategists Porter and Kramer say that when companies start to use philanthropy well by helping charities, they can improve their competitiveness. 

Partnering with charities that fit your company values (and fundraising on their behalf), can be a first step to managing business health across many impact areas:

  • Social and Communities
  • Employee wellbeing and Productivity
  • Environmental and Brand Reputation

What does value-aligned fundraising look like, and how can it help?

1. Resilience

If companies fail to address the social value of their activities as part of Environmental Social and Governance (ESG) commitments, they can risk losing contracts or limiting their growth. Understanding consumer behaviours is as much part of resilience, as developing robust supply chains.

Example: Companies working in public-sector contracts benefit from partnering with charities who deliver social value – and the UK government actively encourages business to do more of this social impact work, if they’re to be successful during tender processes.

Tackling social impact through charity partners demonstrates a corporate purpose that delivers:

  • A sustainable outlook for investors and stakeholders
  • Growth in confidence and trust across the whole business
  • Transparent ESG Goals and credentials

Tip: When a business aligns itself with a cause, or charity, the benefits can be multiple. Culture, community and business stability all benefit.

2. Culture

Businesses exist within communities, not in isolation from them. If company culture ignores its community, businesses risk losing talent to competitors, alongside negatively impacting engagement and trust across employees. Workplace attitudes and wellbeing can be directly influenced by corporate giving.

“Companies that want to improve their culture should be organising charitable opportunities for their employees”


Activities engaging with employees that reflect their concerns and interests within local communities like volunteering, skills time and money are some of the straightforward and rewarding ways to start listening to the people that influence your culture.

Example: Community Foundations or groups can connect businesses with charitable causes aligned to your culture – innovative projects can engage a workforce. Community Foundation for Surrey encourages individuals and companies to pool their donations into a network of ‘Area funds’ – allowing those that want to do good at a very local level, to see the impact of their generosity within their communities.

Benefits: When company culture is positively nurtured, businesses gain a competitive edge when it comes to recruitment and talent retention. When cultural values and purpose connect well – employee engagement benefits, together with wellbeing, and ultimately productivity.

3. Reputation

It’s worth saying again that customers buy from value-aligned businesses.

Ignoring concerns or perceptions surrounding a product may damage your reputation, and ultimately financial outlook. As people choose to buy from others.

Acts of generosity through charity fundraising partnerships give companies a way to show they understand consumer issues and values.

Example: Every industry will have its own barriers. Take the financial world as an example. Large retail banks are often seen as cold, corporate entities, whose main purpose is to reward shareholders. Add into the mix banking bailouts and fraud scandals and you have damaged reputations, and lower public trust.

Supporting social issues that relate to your industry is a good way to demonstrate culture to your stakeholders, and tackle perceptions. The partnership between Lloyds Banking Group and Mental Health UK has raised over £16mn raised since 2017 and supported 3,900 people. By offering training, support and advice Lloyds acknowledges the impact financial problems can have on mental health, and through customer and colleague fundraising, it’s helped the charity set up a first nationwide debt advice service.

Benefits: When companies act with generosity or altruism they show a willingness to look beyond the bottom line.
Trust and reputation in brands can grow, charities can benefit financially and strategically. 

Who are GWD?

We help socially-minded organisations transition to digital systems, building stronger relationships through impactful products and services.

Our experience goes back two decades, with a foundation building and providing critical digital services and products for the financial services and retail industries.

With a long-proven ability to handle challenging projects and a team of trusted experts, we work hard to solve problems and deliver change that helps others.

Attract Loop

Part of the Donation Station’s key visual design features, the Attract Loop are screensavers purposefully designed to run on a loop. Created by GWD with your input, they use visuals or photography, plus an emotive call to action, to catch the donors interest and lead them towards donation through interactive storytelling.


The entire Donation Station is open to branding, from external display to on-screen logos, photography and your brand look and feel.

Our design support service can adapt visuals and graphics to suit your brand.

Wifi or 4G/5G Data SIM

Where you need it, the Donation Station can be supplied with Data or Wifi connectivity.

If using the device in a remote location or at an event, it’s worth considering the signal strength available – GWD can support you to ensure there’s a smooth running operation on the day.

Safe & Secure

All data is transmitted with full encryption, so you can be sure that all individual donor data is safely used, in accordance with GDPR regulations.

Choice of Donations

Giving choice on where the donor wants their money to be spent empowers them further. The Donation Station asks this question and gives charities freedom to present their causes and activities as separate campaigns.

Gift Aid Up Sell

An integrated Gift Aid function on all Donation Stations helps boost fundraising a further 25%. This tax relief can be claimed from HRMC from any donor that supplies their contact details and makes a declaration, as a UK tax payer. The Donation Station is designed to encourage and secure this additional fundraising income easily, through simple reports that can be downloaded and submitted to HMRC as part of a Gift Aid claim.