Partnership Overview

Not-For-Profits

You have limited resources to maximize the funds and other support you get from your partner(s) and programs. So having the wrong partner(s) is almost as bad as not having one...maybe worse. You do not want a program to fail because  it is not as high on your partner's agenda as you thought it was, and likely as important as to them as they had intended (meaning no malice involved of course).  Also you want to avoid something that is in some ways unavoidable. What we are referring to is a program fizzling out over time due to complacency or change of plans. This could leave you and your valuable services hung out to dry.  Think about your potential partner's business, where they are, what they sell, who they target, how they sell and what relationship they have with their employees and customers.

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Finally, please consider what value you bring in return, or what value the program you are going to create, will bring to your potential partner(s). A simple hand out is not the way things work best. Regardless of the size of your NFP, business truly wants to help but there generally needs to be some clear value in return.

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Corporates

Whether you are a really big company or a relatively small business, social cause is super-important to you but you have limited resources to dedicate to it. Choosing the right NFP(s) is both science and art - and there is lot's of need out there. Supporting groups close to the heart of executives is OK, in fact it is good. However, did you consider what may be important to your employees or customers? They are key stakeholders in your business so their perspective is important. For instance, let's say you are a decent sized packaged good food company that sells stuff that Moms pack their kids for lunch. And you have a robust proprietary loyalty program with a 100,000 active users. They are Moms so you assume they care about kids, family, health, education? Do you want to guess as to their philanthropic profile...or should we do some qualitative research and find out?

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Lastly, size matters. As a large or small company, franchised or corporate, putting your resources against an enormous charity or foundation that you believe in is a good thing to do. You will be recognized and appreciated for your important contributions accordingly by that great organization. However, depending on the size of your business, these same resources may make a SEISMIC difference for a like-sized Not-For-Profit. That would be the beginning of a great strategic relationship where your employees and customers can really feel that they are making a difference. And they will be.

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