Partnerships On Purpose
As the field of corporate social responsibility matures, there are some noticeable cracks beginning to appear. There are those organizations that have spent a lot of time “talking” about the good that they do, but have little to show. Additionally, there are those corporations whose involvement and commitment to their cause of choice ends after a check is written and they are recognized for their charity.
Most of us are familiar with the “sniff” test. In order to check if something has gone sour, such as day-old meat, milk or dirty laundry, a quick “sniff” will help us make a determination. I believe that today’s customers are savvy and are always conducting this type of test with those companies with whom they do business. They subconsciously ask...
“Is who they are, who they say they are, and what they actually do all in alignment?”
In order to be consistent and authentic, corporations need to move from the limiting mindset of simply contributing to a charity, to a new vision for looking at opportunities for developing shared value with cause-related partners.
For instance, it makes sense for Home Depot to partner with Habitat for Humanity. It would not make sense for Habitat to partner with Countrywide Mortgage Company.
The first essential step for any corporation is to have a clear understanding of their own brand identity and personality. From this point, you can develop guiding principles for the development of any partnership. From these principles, the corporation can interview and choose those cause-related partnerships which will further their own brand.
Here are five quick checkpoints you can use to validate a current or potential partnership.
Look for a partner that...
1. Helps you connect with your target audience.
Ask: Who is your core audience and how are you reaching them?2. Has a proven track record and can substantiate their work.
Ask: What measurements do you use to communicate your effectiveness with donors?3. Seeks to improve your business through reciprocal efforts.
Ask: How have you added value to previous corporate partners?4. Knows who they are and what they do best.
Ask: What potential corporate partners have you said “no” to because you were a mismatch?
5. Is not a recent start-up and has previously worked with corporate sponsors.
Ask: Could you please offer me at least three references of current or previous corporate sponsors?
What we are looking for are compelling answers to each of these questions. We want to understand who they are, what they do, how well they align with our principles and how other partners have benefited from a partnership with them.
Would you make a business decision in any other way? Why should your pro bono work be treated any differently?
Being the man behind the dream, Chad is founder and President of Cre8tive Group. His background in international video production keeps him grounded as he steers the company and maintains a cohesive team. Chad also writes at his blog, Marketing for Good.