The Power of Purpose: Why CPAs are Essential for Businesses to Partner with Charities

Today's consumers are driven by purpose. They seek brands that align with their values, and increasingly, they are attracted to products that support worthy causes or have a positive impact. This presents a powerful opportunity for businesses to build brand loyalty and a positive reputation. Still, there's a right way to do it, for charities to receive these donations legally and for your business to legally be able to use their brand name to promote the sales-driven donation. Enter the commercial participation agreement (CPA) - the legal framework that unlocks the true potential of partnerships between businesses and charities.

Aligning Values, Generating Sales and Amplifying Impact

There's been a huge growth in businesses such as B-Corps looking to give to charities through a percentage of their sales. A survey by the Greg Secker Foundation found that 54% of UK respondents believe businesses should donate a portion of their profits to charity. Additionally, 43% of consumers would have a more positive opinion of companies contributing 5% of their profits to charitable causes, and 20% would prefer these companies over their competitors (Small Business UK) .

Imagine your leading sportswear brand company partnering with a charity promoting healthy living. Through a CPA, you can design a clothing line where a portion of each sale goes directly to the charity. This can be a key purchase driver for purpose-driven consumers, it essentially adds credibility to your stated brand values, and most importantly, helps your business to support a cause you care about. There are lots of reasons why giving is good for business.

But here's the key: a CPA is the only legal way to ensure your charitable contributions are transparent and compliant. It ensures that the charities receive your donation in a tax-efficient manner and it allows you to donate in your business name, rather than a direct donation to the charity as an individual.

Beyond Donations: The Benefits of a CPA

While direct donations are commendable, a CPA offers a more strategic approach:

• Structured Fundraising: A CPA outlines clear sales fundraising goals and mechanisms. This ensures your contribution reaches the intended cause efficiently.
• Enhanced Brand Image: Consumers appreciate businesses that give back. A well-structured CPA demonstrates your commitment to social responsibility, leading to positive brand perception.
• Reaching New Audiences: By partnering with a charity, you tap into their supporter base, potentially attracting new customers who share your values.

Building Trust Through Transparency

A CPA ensures complete transparency for the charity. It details how funds are being raised and allows businesses to be compliant around how they use a charity’s name in their marketing of products, this is vital for protecting both your business and the charity. This fosters trust with consumers, regulators, and stakeholders.

In conclusion, with the rise in consumers opting for socially responsible brands, you can forget one-off donations. A CPA is the strategic partnership tool for businesses seeking to amplify their impact and connect with purpose-driven consumers, visit Work for Good and learn more. By aligning your values with a charity through a CPA, you create a win-win situation – your business thrives, the charity benefits, and together you make a positive difference in the world. So, don't miss out on the power of CPAs. Embrace responsible cause marketing and build a brand that resonates with today's conscious consumer.

Join the 5,500 UK businesses already registered on Work for Good, YOU can play a crucial role in supporting the charity sector through your sales!

You can register here.

On our platform, you can select from larger charities working nationally or refer organisations from your local area! Our registration is a simple process and then you'll be ready to start your first CPA, read more about it here.

Currently, on our platform, you can choose from a number of amazing organisations on our platform including The Trussell Trust , Mind , Crisis , Alzheimer's Society , Shelter , Bloody Good Period and many more!

Community support is an important way to support these organisations as you are raising vital funds as well as spreading awareness for these causes.

Get in touch with the Work for Good team if you have any questions.