Corporate philanthropy in the U.S. represented 6% of total charitable giving in 2012, totaling about $19 billion. Cause marketing and sponsorship came to $1.68 billion.
Even though these numbers represent a low percentage of all monies raised for charitable causes, it’s still welcome chump change for the nonprofit sector. Plus, it gives companies a way to engage their customers, increase brand loyalty, and boost sales.
Many of the larger charities have embraced cause marketing partnerships with major-league corporations. Examples include:
- Denny’s and America’s Egg Farmers have partnered to help end childhood hunger in the U.S.
- Kia Motors America and DonorsChoose.org launched a Back-to-School giving campaign.
- CIBC (bank) in Canada has been the title sponsor of the Canadian Breast Cancer Foundation Run for the Cure for years.
Smaller businesses and nonprofits have also benefited from partnering. Check your favorite retailers or service providers and you’re bound to find a variety of programs.
So, how do these relationships form?
Typically, the charities approach select businesses to explore partnerships. There’s a right and wrong way of doing this. Those that employ corporate relations professionals can fare quite well, while others do it very poorly.
I remember when C. A. Howlett, the current president of US Airways Community Foundation, came to speak at a fundraising association luncheon I attended. He literally blasted the audience for their inconsiderate and unprofessional behavior in wooing and working with the airline. He shared a few horror stories that made my eyes roll.
Then, this week, I read Christy Duncan Anderson’s blog post entitled, “6 Tips on How to ‘Partner’ with a Corporation.” Anderson is executive director of The Safeway Foundation. Here’s an excerpt:
Monday morning. An email (labeled with high importance) comes in from a nonprofit and a person I’ve never met:
‘Dear Ms. Duncan Anderson, we are (a very important charity) and we want to explore a partnership with you. My CEO would like to speak to you next Wednesday morning or Thursday afternoon. Please let us know which of these works better in your schedule.’
They want a ‘partnership’ with me?”
Read the rest to get the picture. Anderson offers six tips on how to partner with a business. And, I’m going to offer one tip on how to avoid blowing it.
How to Avoid Blowing Nonprofit-Corporate Partnerships
Nonprofits: Lose the right of entitlement attitude. You may have the best cause, but so do millions of other nonprofits. No one owes your organization anything.
Added value: Be humble. Do your homework. Be professional. Use your business head. And, don’t make assumptions.
Do you have any more recommendations to add or experiences to share?