Consumer confidence is bumpy right now. Recent Roy Morgan research shows that 53% of Australian families think they are worse off than this time last year. Corporate profits are still below their pre-pandemic level and budgets are being adjusted accordingly.
It’s frustrating to hear from corporate partners ‘we’ve got no budget’- especially when some CEOs are still flying by private jet. But businesses are genuinely battling a combination of wage rises, talent shortage, supply chain issues and cautious consumers. Cash may be less available but there are other ways for businesses to support you when budgets are tight. When Forbes magazine asked CEOs for ways to support non-profits, they came up with a myriad of ideas that didn’t include cash.
If you want to maintain the relationship through challenging times but still get value for your non-profit, here are 10 ways you can encourage them to support your cause.
1. Provide professional development
The learning and development budget in a non-profit is smaller than a hamster’s handbag. It’s something that gets wiped at the first opportunity when charities are facing uncertain funding. Corporates often have wide-ranging professional training programs which would greatly benefit non-profit staff and enhance your own employee development. It could take the form of short course training, participation in expert forums or targeted internships. A large law firm provided education workshops in contract law for Plan international staff to help them in finalising partnerships and alliances. Whether it’s project management, leadership skills or marketing expertise, consider how a corporate partner can add value to your own professional development.
2. Offer in-kind services and goods
Tapping into a corporate’s core skills, expertise, services and products can be an ideal way to keep the relationship alive during tough times. Alcohol companies already donate wine for fundraising events, Carmen’s Fine Foods are generous with hampers of their muesli and health bars whilst Hyundai donate vehicles to transport assistance dogs. The full value of a corporate partner goes beyond cash and allows them to tap into their core products and knowledge. Just make sure you’ve covered the operational and logistic costs of any in-kind goods or services.
3. Be a connector
Expanding a non-profit’s network of champions, supporters and allies can be worth more than one cash donation. The partnership between Dolly’s Dream and EssencemediaCom allowed the charity to access new advertising partners for free, get $16mln in pro-bono media, build its database of supporters and increase participation in the annual Do it for Dolly Day.
4. Leverage marketing budgets
When Target partnered with Australian Childhood Foundation it provided some core financial support. But more importantly, Target allowed ACF to tap into its core marketing budget and promotional activities to build awareness of the cause. That included in-store presence, visibility in its social media, promotions in its eDMs to loyal customers and additional, tailored media campaigns. It enabled ACF to reach audiences across the country through Target’s online and physical store footprint.
5. Share available facilities
The iconic partnerships between Baker’s Delight and BCNA started very simply, with the business offering some free office space. Similarly, NAB gifted space for years to Alannah & Madeline Foundation above one of its city branches. Corporates have access to office space, retail space, warehousing or venue space that could take thousands of dollars off your bottom line costs. In the case of Baker’s delight and BCNA the relationship deepened over the years and has raised over $15mln. A fabulous growth from humble beginnings.
6. Facilitate partner introductions
Every non-profit wrestles with the challenge of getting warm introductions to new corporate prospects. How much more effective could it be if that introduction were from another corporate? Asking your partners for referrals or tapping into their networks can yield you high level introductions and get you to decision makers more quickly. Don’t rely on your own CEO or board: instead ask your partners for help to reach your key targets.
7. Offer public support and encouragement
Public support and encouragement is not going to break a corporate’s budget. Instead, the public celebration of your partnership can be a powerful encouragement to other corporates to partner with you. Case studies, testimonials, video snippets and press releases are all valuable in raising your non-profit’s profile and credibility with future partners and supporters.
8. Inspire employees to give
If corporate budgets are skinny, then employee giving and fundraising are useful ways to fill a cash gap. It also helps to build champions and long term supporters that anchor a partnership more firmly. It’s harder for a corporate to flip you for another charity when their employees are deeply attached to your cause.
9. Boosting your brand and visibility
Improving your website, brand visuals and storytelling can help to attract more donors, supporters and partners. When Carmen’s partnered with One Girl they offered their branding and marketing expertise to make the website more attractive and user friendly. They also boosted web traffic to the site and helped with data analytics. Leveraging corporate expertise to refine your branding can be just as valuable as a cash donation.
10. Leverage your supplier relationships
Corporates with limited budget can make introductions to their suppliers or lean on key relationships to bring them into an existing partnership. Coles has enhanced its partnership with RedKite by encouraging suppliers to participate in the Go Red campaign and boost the results for the charity. Amart furniture hosts an annual fundraising event with their suppliers to benefit Ronald MacDonald House Charities.
When you get the standard response that ‘budgets are tight’ don’t despair. Non-cash giving can be the unexpected gateway to a more valuable partnership. You’ve kept the relationship alive during challenging times and saved yourself thousands of dollars. Cash will come when the time is right- but in the meantime, don’t miss out on the value that hides below the surface.