Greater Giving: 5 Keys to Successful Corporate Partnerships (Part 2)

In a previous post, Debby Roth with Greater Giving gave us 8 Tips for Partnering with a Non-Profit Organization.  Since she has continuous exposure to non-profit organizations and makes education a primary focus, I asked Debby to share the most common business and marketing tips she feels compelled to provide to non-profit organizations.  Are YOU following all of these practices in your partnership efforts?

5 Keys to Successful Corporate Partnerships

• Know the value you’re providing.   “Just plastering our logo on things doesn’t cut it anymore,” advises Debby.  That’s the first question a business is going to ask, “What value does this bring to my organization?”  Make sure YOU know that answer.  Keep track of your metrics, know your “sweet spot” for donors, understand who your target market is, etc.

• Do away with what Debby calls, “magical thinking”.  “Just because you send out a mass mailing does not mean the sponsors are going to line up.  This is a relationship business.  You need to figure out what works.  Get in your car and go!  Meet people, do your research.  These things take time and effort.”

• Expect at least 2 meetings.  “I advise non-profit organizations to set up an initial meeting just to make sure they understand what the company is looking for in a partner.  What provides value to them?  What intrigues them?  THEN, after they’ve gathered that information, they can go back and make a pitch customized to the business and addressing all their self-described needs.”

• Have a plan B.  Sometimes that mass mailing isn’t going to cut it.  Sometimes that sponsorship proposal is way out of line with the prospect’s expectations.  “Having a plan B makes you flexible.  You always have something to fall back on.  It reduces the probability that you’ll walk away with nothing.”

• Understand social media.  Social media is an excellent way to nurture that relationship and create a persona for your organization or cause.  But know how to use it. “Ask the questions, ‘Am I talking enough?  Am I talking TOO much?’  Talk about different things on Facebook and Twitter than you are on your website.”  Follow @greatergiving on Twitter and you can find all sorts of cool tips, like where to find the Top 100 Most Profitable Auction Items (nope, I’m not going to link, you’ll just have to follow them to find this great list!)