When we planned Caps & Cans, we sent a lot of emails and made a lot of visits. Some businesses replied straight away. Some never did. Some turned into friends. Here is what we learned.
Be clear about who you are
Say who you are, what you do and why you are asking. We introduced ourselves as a Manchester social impact clothing brand supported by The King's Trust. That gave people context fast.
Be specific about the ask
"Can you help?" is vague. "Could you donate a voucher for our raffle for Manchester Central Foodbank?" is clear. People can say yes or no easily.
Tell them what is in it for them
- A mention on our social media
- Their logo on posters and graphics
- Visibility on the day
- A thank you in the recap
Do not oversell. Be honest about the audience you have.
Keep it short
Three or four short paragraphs is plenty. State the event, the date, the cause and the request. Add one line about how they could help.
Pick the right person
For chains, look for community or charity contacts. In shops and restaurants, ask for the manager. Going in person can work better than email.
Be human
Use their name. Write like a person. Avoid long corporate language. A warm, direct message stands out.
Follow up once
If you do not hear back, send one polite follow-up a week later. Do not chase more than that.
Take no gracefully
Say thank you and move on. Some will say no this time and yes next time. Some are simply busy.
Say thank you properly
If someone gives, tell them how it helped. Send photos or the final total. Keep the relationship warm for next time.
Be ready for surprises
Some businesses offered more than we asked for, and some offered nothing. Plan for both.
Read about Caps & Cans in our recap.
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