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How to Create a Corporate Partnership with a Nonprofit

While businesses may have focused solely on for-profit aspirations in the past, more and more companies are moving towards adopting a corporate philanthropy model. In fact, one study found that 39% of companies indicated plans to expand their workplace giving programs in the next two years. By supporting philanthropic endeavors, both companies and their communities benefit. 

One of the most impactful ways for companies to give back is by forming a corporate partnership with a nonprofit. A corporate partnership is a relationship between a company and a nonprofit where a company takes action to support a nonprofit’s mission. Often, the company will provide financial support or services to the charity, and the charity will help promote the company by including the business in their marketing materials. 

By forming a meaningful corporate partnership, your business can effectively boost its marketing reach, engage and retain employees, and increase customer loyalty. Before you can jump into a partnership, you’ll need to do thorough research to find a partner that aligns with your business’s values and can push forward your long term goals. 

Use these essential tips to create a corporate partnership that will help your business reach new heights: 

Brainstorm nonprofits based on your purpose or interests

Offer ways to provide support

Develop a formal agreement

The right corporate partner can help you expand your brand and reputation as a socially-conscious company, allowing you to do more good and attract more customers in the process.  Let’s begin. 

Brainstorm nonprofits based on your purpose or interests

Work with your company’s team members to brainstorm a list of organizations you would be interested in partnering with. According to Aly Sterling Philanthropy, your corporate philanthropy program should be a natural extension of your brand, so research nonprofits with missions that relate directly to your overarching purpose or are interesting to your organization and its employees. 

For example, a tech company might partner with a local STEM nonprofit to offer free coding workshops to young students. In this instance, the company brand would reflect positively because this would show that they care about their community and ensuring that the next generation has digital literacy. 

Alternatively, you might choose to partner with a nonprofit simply because you believe in the power of their cause and want to push forward their meaningful work in any way you can. For example, a clothing company might partner with a hunger relief organization because hunger is a pressing issue in their community. While hunger relief may not directly relate to the company’s purpose, this cause aligns with their values system and demonstrates their commitment to driving positive social change. 

You should also empower your employees to take initiative and suggest organizations that they believe would be a great fit for your company. Your employees are likely affiliated or familiar with at least one organization in your community, so this could be a great way to learn more about nonprofits while showing your employees that you care about their interests. 

If your company needs guidance understanding how corporate philanthropy can fit into your existing business operations, work with a corporate philanthropy consultant. A consultant can help you understand your greater purpose and how you can expand it to include charitable endeavors. 

Offer ways to provide support

Once you’ve identified prospective nonprofit partners, reach out to their team to learn more about their mission and discuss potential partnership opportunities. According to Re:Charity’s guide to corporate philanthropy, your business could offer support to an organization in a variety of ways, including:

Volunteer grants. Volunteer grants are donations that your company gives after an employee volunteers with your nonprofit for a certain number of hours. You can even offer employees paid VTO (volunteer time off) to leave during the workday to get these volunteer hours in. 

Corporate sponsorship. These financial contributions can be used to cover a nonprofit’s expenses for a renovation to their building, fund a new program, or provide direct financial assistance to any costs that come up. 

Matching gifts. When employers from your company donate to the organization, you could agree to match their donation or even double (or triple) it for added impact. A matching gift program can be a helpful motivator for employees to give and demonstrates to your employees that you care about their interests and the greater community. 

In-kind donations. Donate items to your nonprofit partner that could help their mission. For example, a company that partners with a food insecurity organization could donate canned food. If your partner organization is hosting an auction, you could also donate exciting items that could be auctioned off to support their fundraising strategy and revenue goals. 

In exchange for your support, a nonprofit might offer to market your company on their website, social media, and advertising materials for events. This can greatly expand your client base, bringing in more revenue for your business and demonstrating to consumers that you are a well-rounded organization that wants to give back to the community. 

Develop a formal agreement

After you’ve reached out to a charity and mutually decided that this relationship is a good fit, it’s important that you formalize this agreement. Specify exactly how your company will offer support to its nonprofit partner, whether that’s by giving a certain amount of funding, allotting a certain number of volunteer hours through VTO, or agreeing to match employees’ donations to the charity at a 2:1 ratio. 

This ensures that everyone is on the same page and knows exactly what to expect in this partnership. While the type or extent of your support may evolve over time, your partnership should continue to actively reflect your values and positively expand on your brand. Both your business and your nonprofit partner should keep an open line of communication so you can regularly touch base and ensure that each side is honoring their commitment. 

You’ll also want to continuously sync with your employees internally to ensure that they’re receiving value from this partnership. For example, if you’re planning to run a corporate volunteer program, your company should actively gather employee suggestions and plan out a variety of engaging volunteer opportunities that bring employees together and bolster a strong community-focused culture at your company.  

A robust corporate philanthropy program can bring tangible benefits to both your company and its nonprofit partner when you have a strong plan in place. For your nonprofit partner, your company can help supplement their fundraising plan, provide necessary volunteer support, and even donate much-needed items to go back to their beneficiaries. For your company, you’ll benefit from a socially-conscious reputation and increased marketing through your nonprofit partner’s supporters, allowing you to grow your customer base. 

Remember to work with a corporate philanthropy consultant to help shape your corporate philanthropy program. An outside expert can support your business in developing a partnership that aligns with your values and goals. Good luck!