Active community involvement can elevate company’s profile, enhance sales and strengthen employee relations. But unlike a traditional charitable donation, an effective partnership can only realize its full potential when both parties agree to share resources and work together to achieve their goals.
You understand it’s good business, but where do you begin? Here are 10 steps to help guarantee success.
1. Develop the program together.
Approach potential partners with creative concepts and outlines, but be open to change. Don’t view the nonprofit as a silent beneficiary and expect it to embrace a fully developed campaign. Nonprofits are as protective of their reputations as you are. A partnership needs to enhance both organizations, and this only happens if you create it together.
2. Do your research.
Examine the fit between your organizations’ missions, target markets and cultures to ensure this will be a mutually beneficial investment. Understanding each other’s motivation, goals and competition will help you build a successful partnership.
3. Accept your differences.
Each sector has its own characteristics and jargon; not recognizing cultural differences may erode your efforts. Keep communication clear. Corporations may not understand “supportive employment,” while nonprofits may not understand “channel marketing.”
4. Don’t underestimate the nonprofit.
Many nonprofits — especially those with national affiliations — have been conducting corporate sponsorship and cause marketing programs for years. Listen and learn from them.
5. Put your plan in writing.
Establish a written plan that allocates the time, resources and staff needed to achieve your goals. Ensure that those charged with executing the plan are involved in its creation.
6. Establish measurable goals and outcomes.
Agree up front how you will determine success. Create a reporting schedule and commit to a written evaluation process that defines who is responsible for each measurement.
7. Execute a letter of agreement.
Define the timeline for the activity, specifying how dollars will be raised, when they will be distributed and what the nonprofit is providing in support of your relationship. Determine if in-kind gifts or services will be a component of the partnership, and how they will be acknowledged.
8. Expand your outreach.
The most successful partnerships are multifaceted. Build creative extensions with customers, employees, vendors, donors and stakeholders of both organizations that support your corporate communications objectives and generate additional revenue streams.
9. Provide training and recognition.
Partnership manuals and rollout procedures ensure your program is executed as planned and complements your other brand building activities. Making the investment to train and recognize the staffs that are implementing the program is essential for the long-term success of your community relations program.
10. Promote your partnership.
Create a comprehensive internal and external communications program to support your activities. Share your resources and include your outside agencies to maximize your outreach and elevate your profile with all of your constituencies. Constance Sipple is president of Profile Solutions, which specializes in designing marketing, development and community relations campaigns. Since its establishment in 1996, Profile Solutions has helped organizations secure more than $43.8 million in corporate and individual support and expanded brand awareness with award-winning marketing and advocacy campaigns. Reach Sipple at (216) 691-1120.
