When my kids were little their Santa list grew exponentially as new toy catalogues arrived in the mailbox. Every possibility sparked joy, but unlike Marie Kondo, nothing ever seemed to get removed from the wish list. So every year we had a pre-Christmas clear out. Things that had languished unloved and unattended went in a big bag to the charity shop. For a few days I could actually see the floor in their bedrooms, until the Santa onslaught arrived.
Finding new corporate partners is always top of the priority list for most non-profits. Given that corporate giving is estimated at $5bln per annum, there’s plenty of opportunity. But before you hit send on a bunch of prospecting emails to the Top 50 listed companies, there are three things that you can do to set yourself up for success in 2025.
Reboot
The single most important thing you can do is reboot and reduce the partnerships that no longer serve you. Things change over time; key relationships leave the company and new leadership can take the corporate’s strategic priorities in a different direction. What was a nice little cash cow has evolved over time into an energy sucker. You know the ones; they demand your time, effort and focus for a small contribution that hasn’t grown over time. When they’re not taking your calls and only get in contact when they want yet another piece of content, volunteering or free PR, it’s time to channel Marie Kondo. They’re not sparking joy; they’re sucking precious time away from other opportunities.
AMRRIC works in rural and remote Aboriginal communities. One of its partners donated valuable medications to help with animal management in the local communities. But the cost of logistics, transport and managing the donated goods meant that the partnership was a financial and operational burden on AMRRIC. They took the hard decision to decline the goods and do business another way. Time to reboot and start the year with more time and a better fit for your organisation.
Refresh
Which partnerships are ready for a refresh? Every relationship can get a bit comfy over time, like the marriage where you’re both in your PJs watching Netflix on a Saturday night, instead of clubbing like you used to. You can’t afford to take your partners for granted. Schedule a re-discovery session to check in on their current priorities and make sure you haven’t missed a significant shift. They’ll appreciate your commitment to their needs, and you have the chance to talk about your exciting plans for the year ahead. Think of it like date night for your long-term partners, where you get to talk about something other than the day- to- day routine.
Reinforce
You’ll have some partners that are perfectly aligned to your organisation and always ready to go the extra mile with the partnership. Hospitals United for Sick Kids have a wonderful partnership with Coles, which created an entire cause marketing range to benefit sick children. This year BCNA and Baker’s Delight celebrated the 20th anniversary of their Pink Bun campaign, which has raised more than $25mln in donations.
This is a great time to reinforce the relationship with appropriate thanks and recognition. Christmas is a time to show your appreciation and it doesn’t have to be expensive. Consider some social media shout-outs, video messages or handwritten notes to let them know they are valued. Ronald MacDonald House Charities sent video thankyous from some of the families who stayed at the houses whilst the children were undergoing hospital treatment. Raw footage, simply shot on an iPhone, created some amazing emotional engagement for their partners.