“The unfortunate need people who will be kind to them; the prosperous need people to be kind to.” (Aristotle)
Strategic business partnerships are an integral part of any successful business and yet very few entrepreneurs think of the opportunities which arise from partnering with non-profit organisations. Collaborating with NGOs and charities has been shown to offer many of the same benefits achieved through regular business partnerships – as well as a few additional, and perhaps unconsidered ones. Here’s why helping others may also end up helping you.
Make the circle bigger
Like any other business partnership, aligning with a non-profit gives businesses shared access to one another’s contacts and opens up doors that previously may have been locked, or not considered. By hosting combined events you’re sure to not only meet the leaders of other companies in your position, but may also uncover new talent, enthusiastic and empathetic leaders and creative mentors and volunteers.
Greater brand exposure
By moving into these new areas, brands stand to not only make valuable business allies but are also likely to expand their own customer base. By partnering on events or activities with a non-profit, your brand immediately becomes exposed to the non-profit’s audience in a way that’s real, and likely to generate a warm first impression. According to research conducted by Consumer Goods, 82% of shoppers want a brand’s values to align with their own. When a charity’s audience sees you offering your support, they know you care about the same things they care about.
Improve employee happiness
In a survey commissioned by former Unilever CEO Paul Polman in 2023, a whopping 76% of respondents said that they want “to work for a company that is trying to have a positive impact on the world”. The study further found that more than half of employees said that “they would consider resigning from their job if the values demonstrated by their employer did not align with their own”, while 35% of respondents claimed to already have quit a job for this reason…