Campaign partnerships between nonprofits and for-profits can increase the impact of work being done by both organizations. However, joining forces with another company is a business move that should only be done after careful thought and thorough research. Not every potential partner is a good match, and one wrong move can irreparably damage an organization’s standing with stakeholders and the communities it serves.
Before agreeing to any partnership, read the following recommendations from members of Forbes Nonprofit Council. Below, they discuss key areas that should not be overlooked by nonprofit leaders as they consider potential campaign partners.
Forbes Nonprofit Council members share key areas to examine when a nonprofit is considering a potential campaign partner.
Photos courtesy of the individual members.1. Shared Values
Critical to a successful partnership is exploring your shared values. Often, nonprofit organizations feel resource deprived and are quick to partner with companies. In that rush of excitement, they neglect to have meaningful conversations about shared values, where they can offer financial help and candidates they may support. These are hard conversations to have but they are critical. - Jennifer Thompson, National Association of Social Workers New Jersey/Delaware
2. The Potential Partner's Reputation
It is vital that nonprofits properly vet potential partners. Their reputation becomes your reputation. Make sure that company has no associations that could undermine your efforts to advance a constructive cause rather than amplify them. There are many opportunities for powerful partnerships with nonprofits and for-profits alike, so long as they’re not burnishing their legitimacy at the expense of yours. - Jose Luis Castro, Vital Strategies
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3. The Bigger Picture
One thing a nonprofit company leader must remember is the cause of the company. Look at the larger picture, which can benefit the company and its people. Leaders should be sure about supporting people's welfare and betterment. - Amina Wattoo Kasuri, The Lighthouse
4. How Stakeholders Will Benefit
Will your members or stakeholders benefit from that partnership? Would they support it? Would they be proud? These are just some of the questions to consider in addition to shared values and a very solid business case that one may need to ask about before committing. Also, make sure there are ways to end the partnership, if need be, in a respectful and orderly manner. - Magdalena Nowicka Mook, ICF (International Coaching Federation)
5. The Potential Partner's Value-Add
Humanitarianism is a lot easier when there’s collaboration between organizations. One important consideration that you can’t overlook is the value-add of the potential partnership. Do they share the values that your organization does, and if so, will this partnership actually enhance your shared mission? These are but a few important questions to consider when finding a potential partner. - Robin Ganzert, American Humane
6. Cultural Alignment
Be explicit in first defining the driving values of your organization before investing in partnerships. Ensuring that the two organizations align on key cultural elements is a must. - Jono Anzalone, The Climate Initiative
7. The Full Plan
Plan before you get started rather than after you have committed to working together. When organizations and individuals have clearly defined roles, responsibilities and expectations, everything works much better. Waiting until the last minute to answer those questions creates unnecessary tension. Begin with a clear plan and continue to communicate well. - Patrick Coleman, GiveCentral
8. A Cost-Benefit Analysis
When a nonprofit is approached about a cause-marketing campaign, it can be exciting! However, before saying yes, in addition to confirming the for-profit partner truly understands and believes in your nonprofit's mission, nonprofit leaders should consider the cost-benefit. How much time and from whom on the team will be necessary? What is the proposed and likely brandraising/fundraising output? - Joy Burkhard, 2020 Mom
9. Noncash Contributions
One of the most overlooked areas in a campaign is the noncash major gift. Most campaign companies tend to lump noncash gifts into planned gifts, but the noncash current major gift can make an entire campaign. We had a major donor, for instance, give a shopping center to support a campaign. The income from the center funded the campaign and, when it sold, it led to a brand new building. - Bill High, The Signatry
10. The Benefits Of Working Together
Effective partnership is an important part of an organization's development and has been responsible for large-scale social change. The foundations of a great partnership are mutual benefit, trust, transparency and equity. An important area not to overlook is the reflexive benefits of working together. Beyond partnership, what can you learn from their culture? What might you share from yours? - Shane Ryan, Avast Foundation
11. The Potential Partner's Track Record
Do not overlook the company’s commitment to and track record with your cause. The mission of the nonprofit and for-profit should be well-aligned, and there should be evidence that the company has been working to support and advance your cause. - Victoria Burkhart, The More Than Giving Company
12. Due Diligence
A great partnership is rooted in shared values, so both parties must undertake the due diligence to ensure values are shared or aligned. An organization's values shape what must be prioritized, what success looks like, how we collaborate and more. There is benefit to ensuring a shared foundation upon which collaboration and coordination of mission activities can be confidently built. - Betsy Chapin Taylor, FAHP, Accordant
