Corporations: Here’s 3 tips to make the most of your non-profit partnerships

Last month our president, Shelley Mayer hosted a panel at The Corporate Partnership Conference in Toronto. The panel ‘Getting to the heart of successful partnerships in conversation with TELUS and Kids’ Health Links,’ explored the relationship between charity, Kids’ Health Links Foundation, and its long-time corporate partner TELUS. Overall, the whole day echoed the idea that nurturing stronger relationships between corporations and non-profits, building capacity for corporate social responsibility, and baking purpose into business is beneficial for everyone. Moreover, more and more customers are demanding accountability from the brands they support.

The conference wasn’t only insightful for non-profits and charities, there were many presentations filled with data-informed tips and insights for the socially-responsible corporations in attendance. One of my favourite presentations of the day was by Environics.  Environics presented data from their annual Canadian survey about corporate social responsibility and corporate giving. The data showed strong positive public support for corporations which:

1. Match donations

Canadians expect corporations to match donations raised through employee fundraising and perhaps, more importantly, to match donations from the general public.  

2. Point of sale. donations requests are back!

While these were previously out of favour amongst Canadians the appetite and interest in donating a small amount at checkout has recently grown in popularity. Retailers should take advantage of this opportunity to support charitable partners.

3. Have multiple point of sale donation requests with a corporation match throughout the year

These create wins and positive feelings for customers, the partner charity, and your company’s reputation.

These are just three ways your corporation can enhance its non-profit partnerships. Our advice?

Be bold and take calculated risks

Another presentation built on Enivronics’ key messages and reminded me of how risk-averse Canadian corporations can be. Conference participants were asked to name purpose-driven corporations that have taken a public stand on social issues or have innovated for social good, yet, the vast majority of the companies mentioned were American or multi-national corporations.  

Nike’s public support of Colin Kapaernick.

Patagonia’s Black Friday ‘Do not buy this Jacket’ ad.

These were two of the examples that increased sales directly tied to taking a stand on an issue, being bold, and taking risks to further the social good.

In conclusion, when corporations contribute to the social good and give back to the communities where they live and work, not only is it good for the world, it’s also good for business.

Need help building and communicating your company’s corporate social responsibility strategy? Contact us.