This company was formed because businesses can't support every organisation that simply asks them for money. Most of these "Generous" businesses have less money available. So they want to focus their support towards the schools and sports clubs, who's parents and players they know have been supporting them.
Which is fair enough.
"WIN WIN Connections" is the name of the new program now assisting businesses distribute money. Making it an easy process for them and the schools and sports clubs that choose to become involved in the program.