Have you tapped into the power of corporate sponsors?
Many nonprofits have partnered with corporations to make their missions more effective. Corporate support can have a tremendous impact on your organization, no matter how small or large. It can be challenging to turn these relationships into long-term partnerships that support our philanthropic mission.
The best corporate partners for your nonprofit are those who fit your needs. Simply put, it is not always the best way to grow the organization. Corporate investment should not be sacrificed for your core values and culture. Before accepting corporate support, nonprofits should investigate, vet, and decide if the culture is right for them.
The Arbor Day Foundation, my organization, has witnessed the transformative power of corporate partnership opportunities. This approach can also have a beneficial impact on our mission. Our company has grown substantially over the past few decades because we have aligned our efforts to corporate partners deeply committed to our mission of planting, nurturing, and celebrating trees. Corporate collaborators were not the only factor driving our growth, but it was undoubtedly a key driver.
Here are few tips and tricks we’ve picked up along the way that can help other leaders in nonprofits as they consider inviting companies to support them.
Approach corporate donors as partners.
My best advice about creating value in corporate relationships is how you approach the relationship. It’s straightforward. This is not a case of corporations being donors or sponsors for a single event. These corporations are partners.
I have found that the private sector provides some of the best, most creative, and valuable advice and perspectives. The unique way they view our work can lead to new ideas and opportunities for growth. Collaborations with these people can allow us, mission-driven nonprofits and others, to multiply our hard-earned funds by leveraging each others’ strengths.
Align motivations and goals.
Companies looking to give back can often engage with philanthropic organizations to research the organization it partners with. Corporate giving is a reflection of business leaders’ for-profit activities. It makes sense for business leaders that they would like to associate with organizations whose missions are valued by their customers to reflect positively back on their operations hopefully.
Nonprofit leaders need to do the same.
The Arbor Day Foundation calls this “motivation alignment” and helps build long-lasting, meaningful relationships with corporate donors. Do the corporate vision and values align with yours? Do you feel approached by a company? It is essential to verify that there are no ulterior motives for the company to partner with you.
For example, my organization constantly asks if prospective partners can plant trees to address the climate crisis. We will meet them wherever they may be on their environmental journey. However, it must not be an attempt to greenwash.
Nonprofits would be well advised to research the facts and ensure that what they’re being told is accurate. You should look for leadership interest and comments published by executives to reinforce what you’re being told. Ask the company about its support for other charities.
Creating a partnership handbook/framework can help set the tone for a successful relationship. This can prevent either party from shifting the goalposts midway through the partnership. These guidelines are also helpful in reporting on the contributions of both the nonprofit and the company during the collaboration. This helps to demonstrate that each party has delivered what was expected.
These partnerships will continue to grow, but it’s essential to be clear and intentional about how they are going.
Communication about communications.
It is often easy to overlook the prominent of creating guidelines for marketing communications about how partnerships will be promoted once agreements have been made. This is an essential step in maximizing the value of the association for both parties.
Many corporations seek to include stories on their philanthropic activities within their marketing budgets. If done right, it can elevate your nonprofit’s brand, work, and mission. This can also have negative consequences if your nonprofit’s brand and the name are used in ways you don’t want or specify in any partnership agreement.
Discuss how your company plans to market itself with your organization. Be open about what you will or won’t allow. It would help if you thought about when your logo might be acceptable and when it shouldn’t. Although you might be OK with the symbol used in a press release about the partnership announcement, the company must also include your brand on the packaging. Your brand is essential.
Keep in mind that corporate sponsors will also value your mission and brand. Don’t be afraid to be protective. If your logo is used, make sure you ask for tracking data. This will help you determine if the product’s sales increased. This is an excellent opportunity to market your partnership to other companies and provide more impact on your organization’s cause.
Some corporate relationships are not for nonprofits. The partnerships can grow exponentially if there is some diligence in intent and clear ground rules.
