Focus Foundation Relationship Manager Katie Gibson provides a progress report on the charity’s big impact at grassroots level and urges channel firms to leverage the organisation as an intermediary to help achieve their CSR objectives.
Focus Foundation was established by Focus Group co‑founder Chris Goodman in 2021 and raises cash for lesser known small charities that struggle to survive despite their vital work. It is estimated that collectively these charities have seen income drop by £4.6 billion per year since the pandemic; and to help support them Focus Foundation has so far donated over £600k to 118 projects that benefit more than 49,000 people. This breaks down to 97 different charities, including Old Kilpatrick Food Parcels and Carlise Youth Zone in the northern region, Reuben’s Retreat and Happy Days Charity in the central region, and Grassroots Suicide Prevention on the south coast.
“These small organisations are the backbone of our communities, providing essential services and support where it’s needed most,” stated Gibson. “However, they often lack the infrastructure, resources and fundraising capacity to compete with larger, more established organisations. Therefore the Focus Foundation leads with the mission statement, ‘Connecting communities to empower grassroots charities to survive’. And due to operational costs being backed by Focus Group 100 per cent of donations go directly to the charity.”
Most of Focus Foundation’s donations help the underprivileged, particularly supporting children and young adults and those suffering from poor mental health. To be eligible, charities must have an income under £2 million, operating costs of no more than 35 per cent and the ability to demonstrate measurable impact within their local community.
Focus Foundation carries out due diligence processes on all the applications received, and because the costs are covered by Focus Group the service does not impact the giving. Instead, it ensures that philanthropic objectives deliver maximum impact.
Gibson has known Goodman for many years, and she previously worked for Focus Group after setting up and selling her own recruitment business. Now she is dedicated to Focus Foundation’s purpose which includes enabling other companies to develop effective CSR strategies. “For many organisations there is an understanding about how philanthropic ventures have a positive effect on their community, organisation and employees,” stated Gibson. “But there is often a lack of expertise about formulating a CSR strategy and little time to manage their efforts.”
Charity collaborations
To bridge this gap, Focus Foundation is working with organisations to offer volunteering and fundraising opportunities to their employees, giving advice on how to launch payroll giving platforms, and inviting stakeholders to network and collaborate with like-minded people. “When an organisation donates through us we supply all the marketing material, case studies and impact reports to showcase their efforts,” explained Gibson. “We help them give back to the right projects locally. Importantly, Focus Foundation carries out due diligence processes on all the applications received, and because the costs are covered by Focus Group the service does not impact the giving. Instead, it ensures that philanthropic objectives deliver maximum impact.”
A business’s CSR strategy is also vital in attracting and retaining talent, noted Gibson, as well as fostering long-term growth through increased ‘emotional profit’. “Philanthropy can make businesses more competitive by enhancing their brand reputation and appealing to clients and employees,” she commented. “Organisations committed to social responsibility build stronger connections with customers, differentiate themselves in the market and attract top talent.”
Providing opportunities for employees to fundraise, volunteer or participate in payroll giving should be a standard offering for any business, believes Gibson. “With new generations entering the workforce I’ve seen how crucial it is for businesses to give back to their communities,” she added. “Employees today increasingly want to feel a sense of belonging and connection, knowing their contributions benefit not just the company they work for but also the broader community.”
Statistics from Workplace Giving (June 2024) state that 92 per cent of employees believe it’s important for companies to support their efforts in giving back such as using their skills to assist non-profits. This factor plays a key role in their job search. “Employee engagement in charitable activities boosts morale, improves retention and strengthens corporate culture, which in turn increases productivity,” added Gibson.
She also highlighted that philanthropy is increasingly considered in tendering processes as more organisations evaluate CSR efforts when selecting partners, favouring those with strong philanthropic initiatives. “A commitment to giving back can improve business opportunities and long-term success,” she added.
Focus Foundation will be hosting its third Winter Ball on 1st February 2025 at the DoubleTree by Hilton Brighton Metropole. Last year’s event raised over £130k and the target this year is £150k. Gibson added: “Our charity partners will receive 50 per cent of the night’s fundraising with the remaining funds being distributed to a host of other deserving charities.”