We provide cause marketing and community relations services for many of our clients, typically corporations that want to express their philosophies and cultural values through connecting with and supporting non-profit organizations.
The key to making these relationships work is Aretha Franklin’s theme song, “Respect.” Here are some guidelines for both the companies investing in their chosen charities and the non-profits themselves.
Companies should ask their non-profit partners to:
1. Value them as a true partner in a shared mission.
2. Protect the integrity of their corporate brand.
3. Recognize their capabilities and capitalize on them.
4. Encourage good communications.
5. Publicly recognize their contributions and commitment.
6. Establish realistic expectations.
Non-profit organzations should ask their corporate sponsors and advocates to:
1. Provide them with a talented and committed team of people to work with.
2. Share responsibility for the success of the relationship.
3. Do what it takes to meet key objectives and deadlines.
4. Help them lift up their brand and their work.
5. Work together to drive positive societal impact.
This alignment of values and expectations should take place at the beginning of the relationship, and the corporate/non-profit team should revisit how things are going at least a couple of times a year. Above all, both sides need to respect each other’s priorities and culture and look at the relationship as a great opportunity to learn and grow, while helping the people that the charity serves.
