A recent debate in Sydney posed the question: are corporates friends or foe? Of course, you’d expect us to argue passionately for the friends side. Some of the opposing arguments were familiar. They’re wrecking the world, they’re just brand washing, they’re not authentic, they’re too greedy. There were the usual complaints about requests for volunteering opportunities and whether workplace giving is worth the effort.
It’s easy to demonise people you don’t know. The world is becoming more and more polarised and we’ve stopped listening to the other side of an argument. They, they, they….is reinforcing the ‘them and us’ mentality. We have more in common than we realise. We all have a stake in a better world.
Let’s look at the world from the corporate perspective.
Have you thought about what life is like for a corporate CEO? You may think of them as rich capitalist overlords sitting on their yachts like a Bond villain, stroking a fluffy white cat. But what’s really going on in their lives?
The company is set up to make a profit. Investors and shareholders scrutinise you every quarter and demand more growth. Consumers demand high quality for the lowest prices or they’ll buy a knock-off version from Temu. At the same time they want to know your ethical credentials or they’ll slam you on social media and start a boycott. Your supply chain is stuffed, so you’re putting cabbage in your burgers instead of iceberg lettuce and hoping the customers won’t mind. Meanwhile a tangerine faced tyrant in the White House will sue you if you even mention the word diversity. It’s like being an England football manager – everything is scrutinised and every failure is your fault.
Then your email lands in their inbox. Dear ‘insert name’, as per my last email….we have three packages for our gala ball. Which one would you like? Of course, your cause and your funding gap is the most important thing in the world. To you, but not always to them. But just because they don’t want to give to you or don’t return your emails doesn’t make them evil. Doesn’t mean they don’t care about sick children, rescue puppies or human rights. Maybe you just don’t have a decent value proposition for them. Maybe tickets to your gala ball aren’t a big priority for them right now. Your need is not the most important thing in their day. Did you even do your homework and look at their website? And you might be the fourth person from your organisation approaching them. Federated organisations, I’m looking at you!
How many of you have worked in a for-profit business? Did you feel dirty and evil when you were working there? Or did you simply earn a good wage, enjoy the corporate catering, make some lovely friends and learn some valuable skills? There are plenty of great people working in corporates. They give to charities, volunteer for local groups, run the junior cricket team. They are your friends, neighbours and allies, not foes. They’re probably your donors. Corporates are not faceless buildings, they are groups of living, breathing human beings, with needs and hopes just like you. They’re connected to you, even if they’re not partners yet.
Corporates have a unique set of networks, relationships, assets, skills and thinking that you can’t get anywhere else. They’re already giving you around $7bln per annum in cash, goods, services and time. During covid their giving increased 20% to support their community partners. They want you to solve the big societal issues like climate change, gender violence, poverty and more. Many are setting up their own foundations so they can set aside big lumps of investment just for social causes. Doesn’t sound like an enemy to me.
The Marriage Equality Act got a massive boost when corporates used their marketing budgets to promote a Yes vote. Health charities in the UK are transforming their research using data collected by the grocery giant Tesco. Beyond Blue is leveraging the enormous network of Australia Post to reach regional and rural communities with help for their mental health. When you approach them for quick cash, It’s like going to a big, full service, cruise ship buffet and only ordering chips and gravy. You’re missing out on the real potential of partnerships.
This is capitalism. You need to learn how to play it properly. Corporates are not set up to be philanthropists, they’re here to make a profit. We need them to make a profit. Our retirement depends on it. We want a superannuation balance that buys us a house by the beach, not a dog kennel in the garden.
You have a corporate sector rich with cash and assets and goodwill. They’re already giving in large amounts. They want you to succeed. But they want to make friends with the NFPs who are the best fit for their brand, values and ambitions. If you want a slice of that pie you’ll need to show you’re the right fit. You can transform your cause if you stop treating them like a fundraising ATM for big withdrawals.
Real friends listen and understand what’s going on in each other’s lives and offer meaningful support. They get to know each other, celebrate each other’s strengths and work through challenging times. Real friends don’t turn up to the pub, order expensive drinks and then leave when it’s their round. If you think of corporates as foes, then you just haven’t invested enough time to understand them.
The question is not whether corporates are real, genuine and lasting friends, but whether you are.