# Survey asks – how do companies choose a charity of the year?

- Link: https://fundraising.co.uk/2012/02/29/survey-asks-how-do-companies-choose-charity-year/
- Published: 2012-02-29T09:58:40+00:00
- Author: Howard Lake

How effective are the selection processes used by companies when adopting a charity
of the year partner? This question and related issues in corporate partnerships 
are being explored in the Charitable Fundraising Survey 2012, and charities are 
invited to take part.

Part of a two-year research project, the survey aims first to understand charities’
views of the application process for a charity of the year partnership. It centres
on different aspects of the pitch process. The research is supported by the Institute
of Fundraising Corporate Fundraising Special Interest Group, and led by Fellow of
the Institute Valerie Morton, Anna Betts from the Teenage Cancer Trust, and corporate
sustainability agency [Two Tomorrows](http://www.twotomorrows.com).

Of course, the return on investment for charities that succeed in a selection process
can be significant. Which explains why competition for the large [charity of the year](https://fundraising.co.uk/tag/charity-year/)
partnerships is fierce, despite the often low odds of success and the large amounts
of time and effort needed to submit an application.

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Samantha Parsons of Two Tomorrows said: “Our work with companies has uncovered some
excellent examples of good practice, yet a number of charities report unease over
the criteria used in the selection processes by some companies. Opportunities exist
for companies to understand how to improve their processes, to gain greater business
value from partnerships with charities, and make more significant progress towards
the charities’ aims.”

Findings of the survey will then be shared with the corporate sector later in the
year as part of the programme to look behind the scenes of the selection process.

The survey closes at the end of April 2012.

www.surveymonkey.com/s/29TJRWF

 * **[Tesco raises £7.5 million for Alzheimer’s Society and Alzheimer Scotland](https://fundraising.co.uk/2012/04/26/tesco-raises-75m-alzheimer039s-society-and-alzheimer-scotland/)**(
   26 April 2012)
 * **[Bausch + Lomb choose Fight for Sight as charity of the year](https://fundraising.co.uk/2012/04/30/bausch-lomb-choose-fight-sight-charity-year/)**(
   30 April 2012)
 * **[Santander UK opens applications for 2013 charity of the year partnership](https://fundraising.co.uk/2012/05/03/santander-uk-opens-applications-2013-charity-year-partnership/)**(
   3 May 2012)

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