Fundraising programmes
Corporate Partnerships
Sarah has led TFA’s work in conceptualising, creating and launching dozens of successful corporate partnership programmes for Kiwi charities of all sizes.
Many organisations receive business donations or sponsorship, but truly effective partnerships require strategic thinking and a planned approach. This will assure values and brand alignment that brings mutual benefit to each other. You don’t need a large database or a wide public profile – opportunities exist simply because of the good work you do. Our knowledge of the New Zealand fundraising market will show you where those opportunities lie for you.
The complexity and intricacy of successful corporate giving programmes is why having external expertise and experience is invaluable. We will help you define what you have to offer and create a corporate partnership strategy that takes you gently but steadily through each step so that you can make approaches and build relationships with confidence.
What Are Corporate Partnerships?
Corporate partnerships are formal agreements between companies and charities that outline an agreement to support each other in stipulated ways, for a certain amount of time. The goal is mutual benefit, however you both define it.
Typically, a business will offer money, goods, services or other support (e.g. marketing and promotion) in return for brand alignment with a change-making cause. In return the charity may offer specific benefits including volunteering opportunities, or promotional opportunities to their clients, staff and or volunteers.
Ideally, a corporate partnership will support the wider charity and its purpose, although partnership may take the form of sponsorship of a particular programme or product.
Corporate partnerships, including sponsorships, are not to be confused with grants received via contestable processes from corporate foundations, or one-off or philanthropic corporate donations.
Why Corporate Partnerships Matter for Fundraising
Corporate partnerships are a creative and rewarding space for fundraising success, especially when they impact the charity’s bottom line.
They can provide some certainty of income for multiple years; unlock marketing exposure; create opportunities to link with other corporates or key influencers; and provide access to volunteers or advocates.
What is Involved in a Corporate Partnership Programme?
There are many considerations behind a successful corporate partnership programme; these are just some of them:
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What your brand association is ‘worth’
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What is required to manage a corporate partnership and your capacity to do that efficiently
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How you will report the impact of your partner’s support to them
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The benefits you can offer them in return for support
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How their support will be acknowledged
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How the partnership will be promoted and who will promote it
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When and how you will review it.
Remember that simplicity, authenticity and consistency are more important than overpromising.
Why Do Corporates Partner with Not-for-profits
Businesses may choose to work with charities for a variety of reasons, including brand alignment, marketing exposure, staff engagement, tax incentives and genuine good will. Some of these benefits can be categorised as Corporate Social Responsibility (CSR); this is a company’s commitment to contributing positively to society, beyond its financial bottom line. CSR is proven to influence how some consumers make purchase choices.
Who Can I Partner With?
We will help you work that out, but typically corporate partnerships are based on synergy and relationship – preferably an existing one, or one that is able to be naturally cultivated.
We will help you identify who you have existing connections with, that sits alongside your values, and who else might naturally fit alongside your purpose and values. Also be clear about who you would not partner with. Things to consider include:
- What do you need to know about your potential partner in order to maximise your approach?
- What part of your vision or which of your goals might appeal to them?
- What are you asking for – money, goods, services?
- What will you offer in return?
- How will you promote the partnership?
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