Partnering for a Better World

For your nonprofit staff thinking about developing or expanding corporate relationships, it is critical to understand a few concepts.

1. Cause marketing is not a disguised ask for a purely philanthropic gift. Nonprofits seeking to develop corporate alliances must first determine what value they can bring to a business partner (e.g., a powerful brand, an active community of supporters, intellectual property, ability to connect with a desirable demographic group). Armed with the knowledge that they can add value (and that they have the internal systems to service a business partner), they can confidently discuss opportunities with potential partners.