With companies switched onto the fact that doing good can be good for business, Steve Matthews says corporate partnerships are an excellent way to fundraise – but only if you get your strategy right.
It started with an opportunity for funding. A major corporation had issued a callout for charity partners. The charity I worked for appeared to fit the brief nicely. However, as is often the case, you got the feeling that the things which really mattered to the company had been left out of the brief. It was all about the charity. Nothing about what the corporation was trying to achieve through the partnership.
With no opportunity to talk with the decision-makers provided, it felt like I would be ‘flying blind’ if I were to just fill in the expression of interest.
The company did have three existing charity partners, some of which had been in partnership with the organisation for years. I couldn’t speak with the company itself but…