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Corporate Sponsorships & Partnerships: Advice on Engaging Corporate Partners

Kim Anthony • October 4, 2022

Companies gave nearly $17 billion to charities during 2020 (Giving USA 2020), representing a critical revenue source and strategic partner for nonprofits. With 8 in 10 Americans expecting businesses to positively impact society (Cone/Porter Novelli, 2018), gone are the days of companies merely being satisfied with visibility and their name on an event T-shirt. Today, engaging corporate partners requires nonprofits to think differently about how they approach companies, identify opportunities, develop a corporate partnership strategy and measure impact.


To help nonprofits forge successful relationships with more companies, we asked two corporate social responsibility experts and funders for their advice. Here’s the guidance Michelle Hamilton, senior community investment manager at the Florida Blue Foundation, and  Chris Johnson, senior social responsibility specialist at The Mosaic Company, shared to help you and your nonprofit successfully engage corporate partners.


What are the most common mistakes you see nonprofits make when it comes to corporate partnerships?

Michelle: Many organizations apply for funding without understanding our company’s mission or areas of focus. Or, they submit large funding requests before a funder has learned about their work or established a relationship. Don’t be afraid to ask a potential partner for an initial meeting. That preliminary outreach can help your nonprofit understand what opportunities to pursue, provide time-saving information and begin building a longer-term relationship.

Chris: We also get many funding requests from individuals and organizations we don’t know. Commit to cultivating relationships and communicating with company contacts — not just when you’re asking for money. Don’t forget that companies consist of your neighbors who care about the issues impacting your community. Find that common ground and establish a relationship before making significant fundraising asks.


What are you looking for in a nonprofit partner?

Chris and Michelle: There are five things we consistently look for in our nonprofit partners:

  1. Alignment with our company’s purpose and priorities — We seek partners who strategically connect the dots between our shared work and objectives. Take the time to be intentional in identifying where both the company and your nonprofit align.

  2. Collaboration — We prioritize nonprofits that work across the community with others and avoid duplicating efforts to ensure dollars stretch as far as possible.

  3. Regular communication — We love when nonprofits keep us informed about what’s happening within their organizations. The best relationships are with those who check in, not just when they need something, but who treat us as a strategic partner invested in their work.

  4. Proximity to where our employees live and work and the societal issues in those communities

  5. Being data-driven — We expect nonprofits to use data and insights when presenting funding needs and proposing solutions to address them through a partnership.

What do you expect from nonprofits when it comes to impact and your return on investment?

Michelle: When it comes to measurement, we look at two sides of the coin. Event activation is beneficial for educational opportunities, lead generation and brand visibility, while programmatic funding allows us to improve lives through issues like food security, mental well-being and health equity. Impact goals and reporting vary from partner to partner because every objective and program is different. There must be a dedicated collaboration between the nonprofit and corporate partner to determine how to measure success and define what is realistic for the nonprofit to capture.


Chris: We seek both internal and external impact with our partners.

Internally, we care about building the capacity of our nonprofit partners, enhancing their sustainability and improving their ability to achieve their stated objectives. We don’t want our partners to create something to receive funding; we want to enhance what nonprofits are already doing well while identifying ways to improve or innovate it.

Externally, we want to solve community problems and address systemic and institutional issues that are impacting communities. This requires a robust approach. It’s much simpler for corporations and foundations to put their name on something or give money through an event sponsorship. On the flip side, it’s easier for nonprofits to host an event and raise money. It’s more challenging to address systemic and institutional issues because they entail data evaluation, cross-sector collaboration and a deeper investment of time and resources. We want to take a multi-faceted approach so we can fund emerging needs while also addressing the systemic issues that affect our communities.

Finally, the United Nation’s Sustainable Development Goals (SDGs) are important at our company. There are five we focus on, and most of the nonprofit work we fund fits into or advances one of those areas. Understanding potential partners’ priorities is critical to achieving the greatest impact.


What practical advice would you give to nonprofit leaders who want to engage corporate partners more effectively?


Chris and Michelle:

  • Ensure you’ve done your homework on the company and understand what they do and if a partnership is a good fit.

  • Invest in yourself and your ability to cultivate and steward relationships. Professional development can help you build necessary or new skills to garner a meeting, create a winning proposal and deepen relationships.

  • Commit to building relationships outside of the fundraising process. Participate in your local chamber or other business groups. Genuinely get to know community leaders without an agenda.

  • Be transparent. As a funder, it’s essential to understand what’s working well along with the challenges. We have access to resources and expertise that can help you mitigate challenges when they arise. Don’t be afraid to share the bad with the good.

  • Engage your board of directors to assist you in opening doors, making introductions and asking for funding. It can take some of the pressure off your staff and create a shared leadership responsibility.

  • Follow current and potential funders or corporate partners on social media and engage in a dialogue with them. This allows you to stay apprised of both the big and small things happening within the company and open opportunities for your nonprofit to celebrate them.

  • Ask your corporate partners what you can do for them. Instead of only asking them for support, find out if there are ways you can support them in your daily activities such as sharing their good news or helping them connect to the community.

    This article originally appeared in         Nonprofit Leadership Center

8 Things to Consider if You're Thinking About Running for Office

By Kim Anthony • September 4, 2023
The prospect of running for public office is both exciting and daunting. It offers an opportunity to make impactful changes, but it also exposes you to scrutiny and requires tremendous commitment. If you're contemplating throwing your hat into the political ring, it's essential to think through multiple factors before making your decision. Here are eight critical considerations to mull over: 1. Personal Readiness Entering politics is a life-altering choice, not just for you but also for your family and close ones. The demands on your time, privacy, and emotional well-being can be overwhelming. Questions to Ask : Are you emotionally, mentally, and physically prepared for the challenges? Have you discussed this with your family, and are they supportive? 2. Core Beliefs and Values Politics is an arena of competing interests and ideologies. Having a clear understanding of your core beliefs and values will guide your political journey. Questions to Ask : What causes or issues are most important to you? Are your views aligned with the electorate you wish to serve? 3. Skill Set and Qualifications Being in public office requires a diverse skill set, including but not limited to leadership, public speaking, and policy analysis. Questions to Ask : Do you possess the skills needed to succeed in office? If not, are you willing to learn or surround yourself with experts who do? 4. Financial Considerations Campaigning can be expensive, and public office may not offer the financial rewards that other careers do. Questions to Ask : Do you have the financial resources to run a campaign and sustain yourself in office? Are you ready to disclose your financial status, as is often required? 5. Electability and Public Perception Popularity and public perception play a crucial role in politics. Your history, conduct, and even appearance are often subject to public scrutiny. Questions to Ask : How are you perceived by the community? Do you have any skeletons in the closet that could become public and harm your candidacy? 6. Team and Support System A successful campaign requires a dedicated team for various functions: strategizing, fundraising, public relations, and more. Questions to Ask : Do you have a trustworthy team or know how to assemble one? Do you have mentors or advisors in the political arena? 7. Regulatory and Legal Requirements Different positions have different eligibility criteria, filing requirements, and regulations. Questions to Ask : Are you familiar with the legal requirements for the position you are considering? Do you meet the eligibility criteria? 8. Long-Term Goals and Exit Strategy Public office is often not a lifetime appointment. Whether you serve one term or multiple, you will eventually move on. Questions to Ask : What are your long-term goals? Do you see politics as a career or a stepping stone to other endeavors? What's your exit strategy? The Starting Point, Not the Destination Contemplating these eight points is just the starting point; running for public office is a long, complicated journey that will demand constant adjustment and reevaluation. However, these considerations can give you a solid foundation for making an informed decision. Running for public office is a significant decision that should not be taken lightly. If you are considering this path, taking the time to reflect on these eight considerations will provide valuable insights and prepare you for the challenges and rewards that lie ahead.

What Chris Smalls, President of Amazon Labor Union, Has Taught Us About Leadership

By Kim Anthony • September 4, 2023
Chris Smalls has emerged as an unlikely hero, not just for the workers of Amazon but for the labor movement across America and beyond. He has become the President of the Amazon Labor Union, catalyzing significant shifts in a company known for its tough anti-union stance. His rise from a rank-and-file worker to a labor organizer has lessons in leadership that transcend industrial contexts and have universal applicability. 1. Embrace the Unexpected Chris’s journey began when he unexpectedly walked out of Amazon three years ago. His decision, driven by a deep-rooted sense of justice, has today turned him into a symbol of hope for many. Leaders often need to embrace the unexpected and leverage it for positive change. 2. Prioritize the Immediate Task Despite the allure of media attention and numerous emails, Chris has remained focused on getting a contract for JFK workers. Leaders should always keep their eyes on the immediate goal, ensuring it aligns with the broader mission. 3. Share the Reality Chris paints a vivid picture of the demanding work environment at Amazon. By sharing his personal experience, he humanizes the struggle and educates the masses on the realities many face. Great leaders tell stories that connect and mobilize. 4. Find Inspiration from Setbacks The failed unionization attempt in Bessemer, Alabama, became a source of inspiration for Chris. Leaders often encounter setbacks; the key is to learn from them and use them as fuel to keep going. 5. Build Solidarity Beyond Borders Chris's commitment isn't limited to America. He has connected with workers from London to Cuba, demonstrating the universality of the labor struggle. Leaders must think globally, fostering international collaborations and solidarity. 6. Stay Motivated While challenges abound, Chris is driven by the possibility of causing billionaires to rethink their decisions. He's inspired by stories of grassroots movements and international solidarity. Leaders must find their unique source of motivation to persist. 7. Learn Continuously From understanding the deep divides in organizational alignments to the intricacies of American labor politics, Chris's journey is one of continuous learning. Effective leaders are always students, open to gaining new insights and understanding. 8. Foster International Solidarity Chris's efforts have sparked interest from other organizations and countries. By fostering international collaboration, leaders can amplify their cause and create a more substantial impact. 9. Celebrate Victories but Look Ahead The Amazon Labor Union's election win was monumental, but Chris understands that it's the beginning. Leaders should celebrate victories but must always focus on the next milestone. 10. Hold Entities Accountable Whether it's Amazon or established unions, Chris stresses the importance of accountability. Leaders must consistently challenge existing systems, pushing them towards greater fairness and justice. In conclusion, Chris Smalls's leadership journey is an inspiration to many. His commitment, resilience, and vision offer lessons not just for labor organizers but for leaders across sectors. As the labor landscape continues to evolve, it's voices like Chris's that will guide the way, urging us all to build a more equitable and just world.

7 Lessons We Learned from Daymond John About Entrepreneurship

By Kim Anthony • September 3, 2023
Entrepreneurship is a journey paved with challenges, risks, and opportunities. In the world of business, there are few voices as authoritative and inspiring as Daymond John's. As a successful entrepreneur, investor, and star of the hit TV show "Shark Tank," Daymond John has shared his wisdom and insights that have become valuable lessons for aspiring and seasoned entrepreneurs alike. Here are eight lessons we've learned from Daymond John about entrepreneurship: 1. Start Small, Think Big Daymond's journey began with a modest investment of $40, sewing homemade hats in his mother's living room. This humble start taught him the importance of taking the first step, even when resources are limited. He emphasizes the need to think big but start small, leveraging what you have to make gradual progress toward your goals. 2. Solve Real Problems One of Daymond's key principles is to identify problems that need solving. Successful businesses often emerge from addressing genuine pain points faced by consumers. By focusing on solutions that add value to people's lives, entrepreneurs can tap into sustainable demand and build a loyal customer base. 3. The Power of Branding Daymond is a firm believer in the power of branding. He turned FUBU (For Us, By Us) into a global fashion brand by connecting with the hip-hop community and championing inclusivity. His lesson? Build a brand that tells a story and resonates with your target audience. A strong brand creates emotional connections and sets you apart in a competitive market. 4. Embrace Failure as a Learning Opportunity Failure is often seen as a setback, but Daymond sees it as a stepping stone to success. He acknowledges his past failures and emphasizes that learning from mistakes is crucial for growth. Every failure provides valuable lessons that can guide future decisions and strategies. 5. Stay Hungry and Persistent Daymond's journey to success was far from smooth, marked by rejections and obstacles. His story teaches us the importance of perseverance and hunger. Entrepreneurship requires a relentless drive to overcome challenges, adapt to change, and keep pushing forward, even when the odds seem stacked against you. 6. Know Your Numbers Inside and Out Numbers are the language of business, and Daymond stresses the significance of understanding your financials. Whether it's profit margins, costs, or revenue projections, a deep understanding of your financial metrics empowers you to make informed decisions and negotiate effectively. 7. Build Relationships and Networks In the business world, relationships matter. Daymond's success was shaped by his ability to build strong connections with mentors, partners, and customers. He advises entrepreneurs to network, seek mentorship, and nurture relationships as they can provide valuable guidance, opportunities, and support. Daymond John's journey from a small start to a globally recognized entrepreneur is a testament to his expertise and insights into the world of business. These eight lessons serve as a roadmap for aspiring entrepreneurs, guiding them through the challenges and triumphs of building and growing a successful enterprise. By embracing these principles, entrepreneurs can navigate their own paths to success with confidence and determination.
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