CORPORATE CHARITY PARTNERSHIP

You’ve probably noticed that customers nowadays are more aware and savvier when making a purchase and also their purchasing decision is based on the abundant comparisons and reviews that are available at their fingertip. Which is why, brands should stand out from their competition and uphold a strong public reputation by making strategic partnerships, including corporate charity partnerships that will help them secure a reputable status.

For many businesses, charitable partnerships are key to their relationships with clients and local decision-makers. Benefits of corporate charity partnerships are quite obvious, but charitable giving has long been a best practice of companies looking to humanize their brand, build positive change in the world, and cultivate goodwill with customers and the public. A large number of businesses are now taking it one step further and embracing important causes by forging charitable partnerships.

How do charitable marketing partnerships work?

Besides giving back to the community and corporate social responsibility strategies, when a brand chooses to associate itself with a charity for a charitable marketing partnership, the main reasons are for promotion and recognition. Here is how it works: A brand sponsors or markets itself with a cause or charitable organization in return of brand exposure and promotion through the agreed marketing channels.

As a brand, before starting a charitable marketing partnership you should always consider believing in what you associate with and assume no financial return, because it will make you look stressed and in the end you’ll get your return.When comparing charitable opportunities, as a brand owner you should be certain that there is a connection between your brand and the charity you choose to associate with.

Avoid partnering up with causes you do not believe in. The successful partnerships you see out there come from the same shared values. If the charity you choose to associate with is truly on the same page as your brand, it will show. You must always choose wisely. This kind of partnership is focused on doing good deeds in return of awareness. But keep in mind that your brand should truthfully be there for the charity and consider its needs as important as your brand’s.

How can you make the right choice for your business?

Shared values is the one underlying characteristic of high performing partnerships. The aspects you should have in mind while choosing a charity are for the both of you to share common principles, a similar culture and for the charity to be the right fit for your organization.

Aiming for a connection with a charity takes time, so start by identifying the cause you fancy to align your brand with, what will the characteristics of your partner should be and when would you like this partnership to start.

When it comes to nurturing the relationship with the charity of your choice, there are many options. But you can start with a monetary donation which will demonstrate how serious you are about helping rather than getting good press. By showing commitment first will gain the partner’s trust and after the trust is on the table you will be able to focus on what you can accomplish together.

When it comes to how you donate, there are some options you might want to take into consideration. You can start with a specific amount throughout the calendar year or designate a certain percentage of every sale as a charitable contribution. But there could be a services donation, and not a monetary one.

It is also possible that your business will donate its products or services to a charity. E.g: A dry cleaner could clean clothes donated to a coat drive for free, or a caterer could provide food for a local fundraiser.

Another way is by having volunteer hours as part of your company’s culture. For instance, you could have the office closed earlier one day a month in order to have your employees work at the charity or even better donate their professional skills to a local organization.

Will it help your brand? Of course it will!

If you’d have to consider only two benefits of corporate charity partnerships, even though there are many out there, just think about the improvement of your professional reputation and the vast pool of new customers you will most definitely attract after a charity partnership.

The investments you make in a charity will improve the professional reputation of your business because you will by that create a strong relationship with your existing community, and with their leaders that will enable them to communicate effectively with decision makers.

Charity partnerships foster goodwill and have the added benefit of providing a unique story angle that can gain a brand a much more media outreach. A cause marketing approach should be part of your communication strategy because this kind of approach will generate future opportunities.

Cultural Influence – your brand can primarily work as a moral and responsible contributor, seeking to collaborate due to the attitudes of senior stakeholders and influence on internal company culture.

Brand Leverage – some brands prefer to associate themselves to a charity due to the benefits it brings to their consumer and public reputation.

Explore opportunities beyond monetary value
Engage stakeholders through a new approach that demonstrates corporate citizenship
Offer both partners the opportunity to scope and capture new sources of value and pilot innovation
Provide opportunities to incubate innovative products and programs

Which kind of charitable partnership will suit your business?

No matter what type of charitable partnership you will choose to adopt, you have a variety of choices when it comes to running campaigns with a charity. Here are some of the things you can do:

Exhibitions Public Events
Award Shows Sponsorship
Raffle Contributions News Stories
Sporting Events