If you are aiming to run a successful charity partnership, the end-goal shouldn’t solely be to raise money. It’s important to focus on how you can make the partnership more impactful to the wider community. The business you choose to partner with needs to have similar values to your charity, and most importantly both parties need to be seen as equals.
As a charity, bringing on a business to become a partner can come with many benefits. Firstly, the range of expertise that comes from a pool of skilled workers means that your charity can receive help in different areas within the organisation. Whether it’s HR expertise, marketing or finance, your charity is bound to benefit.
The business you work with, will also benefit as it can raise community spirit, encourage team building through fundraising and help improve their brand. A good example of a great partnership is Macmillan Cancer Support and Marks & Spencer (M&S) who have been in partnership for 10 years. M&S have been supporting Macmillan with their annual coffee mornings, and in the past year the charity was able to raise £26,914,382 from this one-day event.
So, how can your charity form a successful partnership with a business? We’ll go through some key factors in this article –
- Set a clear goal
- Identify your target companies
- Is the company a good fit with your charity?
- Is there anyone within the charity that has a contact in that company? Would they be willing to help?
- Does that company have the resources to make a meaningful contribution to your charity?
- Brand alignment
- Staff engagement
- Develop attractive opportunities
It’s a good idea to start investigating areas of your charity that a company would be interested in. For example, if you run a children’s charity and you have a programme whereby you help disadvantaged children learn new skills, this may interest employees in that company. They could have skills which are relevant and volunteering their time could make them feel fulfilled.
If you would like to speak to me about how to approach businesses for partnerships, you can contact myself, Suda, at suda.ratnam@raffingers.co.uk or on 020 3146 1608.
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