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© UNICEF Malaysia/2006/Nadchatram

The private sector is an important partner in advancing our mission to ensure the health, education, equality and protection of every child.

We work closely with multi-national corporations, national companies and small- to medium-sized businesses to identify, design and implement alliances that leverage the strengths of the corporate sector on behalf of the children.

By working together, companies help to support UNICEF’s programs and efforts as well as advance awareness campaigns on issues vital to children.

There are many ways to shape a high-impact partnership.

a) Corporate Donation: Many companies or their charitable foundations choose to make a straightforward corporate donation, aligning their contribution to UNICEF’s priorities for children.

Under the United for UNICEF partnership, Manchester United Football Club donated RM 500,000 to UNICEF in 2007 to support our work for a year to enhance HIV education for young people in Malaysia. Activities were carried out under the Prostar Youth Centre program in Kedah and Perlis. Read

b) Special Events: Corporate partners can also designate UNICEF as the beneficiary of their own special events such as anniversaries and annual dinners or they can sponsor UNICEF special events.

Designed for eclipse, Designers unite for UNICEF in 2006 linked Eclipse 10th Anniversary celebrations to UNICEF’s Unite for Children, Unite against AIDS campaign in Malaysia. Through an integrated program which included “Desire: The Fashion Party”, print advertisements, in-store promotions and 100% income contribution from an auction and sale of specially designed shoes by top Malaysian fashion designers, Eclipse donated RM 150,000 to UNICEF and helped build awareness for our AIDS campaign in the country. Read

c) Cause-Related Marketing: Signature cause-related marketing programs allow a company to offer consumers the opportunity to support UNICEF with their product purchases. When UNICEF is the beneficiary of a cause-related marketing activity, it receives either a percentage of the retail price or a fixed amount negotiated with the company.

Kerastase Malaysia’s Care and Protect campaign in 2007 supported UNICEF’s Stop Violence Against Children program in Malaysia. Under the campaign, Kerastase dedicated a percentage of its profits from the sale of limited edition bags through its salons nationwide. Fundraising efforts were complemented with a communication program using in-store care and protect messages to mobilise the public to oppose violence against children. Read

d) Customer Fundraising: Face-to-face appeals and database access are some of the simple ways for your company to generate income for UNICEF.

Change for Good, one of UNICEF’s best known and longest running program of this kind collects unused currency from passengers of 10 major airlines for the world’s neediest children. Established in 1987, the program has raised more than RM 200 million from travelers on Aer Lingus, Alitalia, All Nippon Airways, American Airlines, Asiana Airlines, British Airways, Cathay Pacific, Finnair, JAL and QANTAS. Read

e) Employee Fundraising: This is an exciting initiative that allows employees of a company to support UNICEF’s work for children. In some cases, money raised by employees is matched by the company. There are many innovative and effective ways employees can be engaged in supporting UNICEF’s work. These include online giving and automatic payroll deductions.

Under the Chances for Children program, ING Malaysia Berhad donated RM 250,000 to UNICEF’s Reach out and Read program in Malaysia, enabling thousands of preschool children from remote and rural communities to benefit from a literacy education program. Read

f) Emergency Fundraising: In addition to our usual long-term partnerships, many organisations choose to fundraise for UNICEF during emergency situations.

In 2008, Kiwanis Malaysia mobilised at least RM 80,000 from its members to help children who survived Myanmar’s Cyclone Nargis by supporting our Myanmar Children’s Cyclone Appeal 2008. Read

 

 

 

 

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