I have had a ton of conversations these past couple of months with founders, executive directors and fundraising & development professionals working for small, relatively unknown nonprofits, both here in the U.S. and abroad.
And frighteningly, the story is often the same – amazing mission, unique niche, wonderful people…but struggling to be seen and heard, lacking enough funding and worried about their long-term survival. And in most cases, they are competing with large ‘brand name’, global nonprofit organizations for attention and support.
In an era where competition for relevancy and funds is fiercer than ever, small to midsize nonprofits might have to accept that going it alone is not a viable strategy. Strategic partnerships with corporations can unlock new resources, expand reach, and enhance credibility, but navigating these relationships requires careful planning and alignment.
A couple of things to keep in mind with regards to corporate partnerships:
- More companies are taking an authentic lead in social change, no doubt spurred on by younger generations that are starting to make up a bigger portion of the workforce and the consumer base. And when those generations demand that the company they work for or the brand they buy from is truly invested in social good, change is going to happen.
- A corporate partnership is not just about funds. Just as important are things like advocacy – think about the power of their marketing and communications engine. And they have the ability to ignite a movement amongst their employees and their communities, driving more support, volunteerism and awareness.
The right partnership can be a force of nature!
Let’s take a look at some examples of what a corporate partnership could look like. It’s not just about the companies that historically provide the biggest gifts. Think out of the box about innovation and alignment of values to find the best matches.
Examples of Successful Corporate Partnerships
- Environmental Initiative with a Tech Giant
Example: A small environmental nonprofit partners with a major technology company to develop a green tech innovation lab. The tech company provides funding and technology support, while the nonprofit brings in expertise on sustainability issues and community engagement. This partnership not only drives technological innovations in sustainability but also boosts the nonprofit’s profile and funding opportunities.
- Health Awareness Campaign with a Pharmaceutical Company
Example: A health-focused nonprofit collaborates with a pharmaceutical company to launch a nationwide awareness campaign about diabetes. The company funds the campaign and contributes resources for public workshops, while the nonprofit leverages its network to facilitate sessions and provide educational materials.
- Skills Development with a Financial Institution
Example: A nonprofit focusing on economic empowerment partners with a large bank to provide financial literacy workshops for underprivileged communities. The bank provides volunteer experts and funding, while the nonprofit organizes the logistics and community outreach, ensuring the program’s relevance and accessibility.
- Art Meets Technology Initiative
Example: A small arts nonprofit partners with a leading augmented reality (AR) tech company to create an interactive art exhibit. The exhibit allows visitors to experience art in new dimensions, with AR features that tell the story behind each artwork and artist. This partnership not only enhances the artistic experience but also attracts a tech-savvy audience, increasing visibility and engagement for both entities.
These examples were designed to get you thinking out of the box about what YOUR organization could look for in a corporate partnership.
Some other strategies you can think about to deepen your impact and leverage various forms of support:
Employee Engagement Programs:
Strategy: Collaborate with corporations to involve their employees in volunteer programs. This can include skills-based volunteering where employees contribute their expertise to help nonprofits with specific projects.
In-Kind Donations:
Strategy: Seek donations of goods and services that align with the nonprofit’s needs, which can help reduce operational costs and allocate more resources to core missions.
Co-Branding Opportunities:
Strategy: Engage in marketing collaborations that can enhance visibility for both the nonprofit and the corporation. This can involve joint campaigns, events, or co-branded products.
Corporate Sponsorships for Events:
Strategy: Secure corporate sponsorships for nonprofit events, which can help cover costs, increase the event’s reach, and add credibility.
Shared Research and Development:
Strategy: Collaborate on research and development projects that can benefit from corporate resources and expertise, particularly in sectors like healthcare, environmental conservation, or technology.
Workforce Development:
Strategy: Create initiatives with corporations that focus on workforce development, helping to prepare the unemployed or underemployed for the job market.
Advocacy and Policy Influence:
Strategy: Leverage corporate partnerships to advocate for policy changes that benefit the nonprofit’s cause, utilizing the corporation’s influence and network.
Challenges and Mitigation Strategies:
As you are likely aware, it’s not all rosy when it comes to corporate partnerships. Some want too much control. Others don’t believe nonprofits should be investing in ‘overhead’ and infrastructure. A few are in it for superficial reasons. And many can just be difficult to work with, especially when it comes to reporting and administrative requirements.
But there are a few things you can do to help ensure success and keep the surprises to a minimum.
- Alignment of Values: Ensure that the corporate partner’s values and public image align with your nonprofit’s mission to avoid potential conflicts and public relations issues.
- Dependency Risks: Develop clear agreements that outline the partnership’s scope to prevent over-reliance on one corporate partner.
- Communication: Maintain open lines of communication and set regular check-ins to align on goals, expectations, requirements and project progress.
“The best partnerships aren’t dependent on a mere common goal but on a shared path of equality, desire and no small amount of passion.”
Sarah MacLean
I realize some nonprofits would rather not venture forth into the world of corporate partnerships. They can be daunting and navigating them requires a nuanced understanding of both parties’ goals and the ability to align them strategically. But with the increased competition for funding and attention, this may be a path to long-term sustainability for your organization.
If you’re considering such a partnership or looking to enhance your existing corporate relationships, reach out. You can send me a message at Dan@philanthropyfuel.com.
Let’s strategize how your nonprofit can effectively partner with businesses to achieve mutual benefits and significant impact.
And together we can keep fueling change!
