Step By Step: How To Partner With A Charity

Partnering with a charitable organisation can deliver an immense range of benefits to small businesses. Aside from increased brand awareness, an enhanced reputation, the generation of new leads, and fresh networking opportunities, the collaboration holds the capacity to facilitate a positive change. This effect can establish your brand as a meaningful presence among your community, although only if it’s a genuine partnership. Consumers can easily detect an insincere collaboration, which may result in some negative backlash for your brand. Embark on this endeavour with the attitude and behaviours to create a favourable impact within your community. The best way to do this is to opt for an organisation that alines well with your business’s mission and core values.

If you’re considering an authentic non-profit partnership, here is a step by step guide to offer an insight into the process and to help get you started.


Select An Organisation

There are a collection of elements to consider before settling on a charity to partner with your small business, one of the most important being the organisation’s founding values. Do your brands share similar interests? Sharing these common goals can resonate with your target audience while effortlessly assimilating into your brand’s niche. For example, if your brand largely focuses around outdoor adventures such as hiking and camping, backing a charity that works toward forest and wildlife preservation is likely to be a cause your followers care about, ultimately boosting your reputation among this community.

Once you’ve decided on the charity, take a moment to determine whether they’re legitimate. Search the Australian Charities And Not-For-Profits Commission (ACNC) to see if the organisation is registered. From here, you can also see if your donations will be tax deductible.

Do Your Research

Taking the time to uncover a meaningful charity that aligns well with your brand’s message is critical, although if the donations aren’t being put towards a positive change, the process becomes redundant. Before partnering with the charity of interest, try to gain an understanding of how your donations will be spent.

If your funds are being mismanaged and put towards meaningless and wasteful resources, this can reflect poorly on your business if the charity receives any negative PR. To reduce this risk, actively connect and discuss your business’s donations with the charity of interest. See what you can achieve together through this endeavour, and regularly check in to see what steps are being taken to achieve this collective goal.


Determine The Donation’s Size

The overall amount you decide to donate to charity should reflect your business’s cash flow. After all, you don’t want to go overboard and put your business in danger. Determine a reasonable amount that can be sustained over a long period of time and can offer both parties involved real benefits. Wise, yet charitable is a winning combination.

Many businesses donate a certain amount of money per sale (e.g. 20 cents for every dollar). Otherwise, you can arrange to meet various payments per year. Different arrangements work for different businesses, so you should ultimately aim to settle on a plan that best reflects your financial position.

If you find yourself in a situation where a monetary donation is simply not possible, consider volunteering your time instead. This can be a great alternative that can save you money while also displaying that your business is genuinely interested in making a positive impact within the community.


Stay Social

Partnering with a charity can clearly deliver a range of benefits to support and enhance the community, although the process can also offer a collection of business advantages that shouldn’t be ignored. It’s already been established that brand awareness and reputation are only two of the many elements that can be enhanced by connecting with a charity, although to optimise the effects of these rewards, it’s crucial to actively engage your audience on social media. This means to keep them in the loop with regards to the business’s donations and the positive impact it’s causing.

That being said, it’s important to walk along the fine tight-rope of humble, yet proud. Avoid over-posting and portraying your brand in a boastful manner as this can come across as an insincere partnership. Instead offer subtle, genuine reminders/ updates of your brand’s charitable work, the positive effects that are occurring as a result, and that your customer’s support is creating a positive impact within the community.