What makes a ‘better’ charity partnership?
A new dawn is coming…
For many businesses, the way they engage with charity partners is often rather one dimensional. I can only hope, if you’ve landed here, you are not one of those businesses. Even if you are, I have high hopes you are open to change.
I believe there is a better way. A better way to find and form a charity partnership. A way that provides you with an opportunity to stand up, stand out, and transform your business, and society.
Let me try and explain what I mean (and what I don’t)…
The ‘one day, one way’ charity partnership
Many businesses want to help, and helping feels good. They run, they bake, they climb. They dress up, donate, and auction. They use their clout to raise awareness and money. This is valuable, and much needed, but it is often focused around ‘days’ in the year, promoted by charity giants. These days of giving back frequently miss the essence of what the charities themselves are all about. It's a one way street, we give, you receive.
Next up...
The ‘purpose wagon’ charity partnership
Thankfully businesses are now waking up to the fact that we, as consumers, make choices based on things we care about. Today, more than ever before, we expect business to be part of the solution. We reward businesses who tackle an issue with our custom and loyalty.
Purpose led marketing is commonplace. Some say, too commonplace. There are thousands of examples both the good (Bodyforms #BloodNormal) and the questionable (#bluemonday farce). But marketing your purpose, without depth beneath the surface, comes at a risk. We smell inauthenticity a mile off, and as quick as we come we can go (possibly quicker!).
Charities are born to solve issues. In my short time in the charity sector, I have been inspired and humbled by the level of influence, expertise and innovation that exists. CEO’s of the smaller charities I have been working with are driving government agenda, changing laws in the high court and reforming broken systems with bold smart initiatives (to name but a few) - and wow, do they know how to stand up and fight.
These people are sector specialists. Consulting with them first, giving them time and money, will ensure that you don’t churn out yet another ‘feel good’ marketing campaign.
And finally...
The ‘better charity partnership’
True collaboration between business and smaller charities is not the norm. I envisage a world where one day it will be - its keeps me awake at night, made me quit my job, and has kept me going when things got tough. Because business and smaller charities working together could transform the world as we know it.
The ‘better way’ charity partnership starts with business and runs through every department within that business. It is a purpose led, strategic decision, to commit to a single area of societal change, one that makes good business sense. These businesses take time to find the right charity partner, not just the obvious one. They consult with them, and they use their combined skills and resources to bring about change. These ‘better way’ partnerships are strategic, deep rooted and long term. They are not confined to one department, or determined by employees, they encompass all of them, and are driven by business leaders.
That’s what I mean by a ‘better charity partnership’.
At Cause for Change we are on a mission to cause a seismic shift in the way business and nonprofits work together. I’d love to hear what you think. Barriers you encounter. Partnerships that inspire you. What do you think is the key to a ‘better way’ charity partnership?