Charity partnerships can work well for brands and are popular with consumers. But it is worth thinking carefully about how these partnerships can work
In business, taking on causes and forging charity partnerships can make sound commercial sense. Consumers expect brands they favour to reflect their values. And one way of doing this authentically is by supporting a charity regularly or for a one-off campaign. But businesses and charities should choose one another carefully. A good example is perhaps where a pets magazine forges a partnership with an animal charity. Or a baby and toddler magazine supports a children’s or childbirth charity.
Financial support plus
Charities and causes are looking for financial support of course but not just that. They are also looking to business to share skills, which is where employees come in. They often enjoy volunteering for the charity and sharing their knowhow. This means business needs to make sure that staff at all levels know about the cause and why the business supports it.
When considering charity partnerships one of the most important consideration is values. A cause or charity is unlikely to partner with a brand that does not share its values and goals. Some brands might not appear to have good environmental credentials so a partnership with an environmental charity would not work so well. Consumers know this. But if the brand sets out to communicate how it is changing, how it is striving to improve its care of the environment, then the charity may view it differently.
Many successful businesses have a genuine desire to help their community and this is where local, smaller charities have a huge advantage. A local charity will understand local needs and challenges and can guide the organisation to make a real difference in the right way. Therefore businesses who think carefully about their values and charity partnerships, can succeed. They will benefit the cause and earn the respect of customers.
here is some good advice https://www.thirdsector.co.uk/corporate-partnerships-just-big-cheques/fundraising/article/1466016