Nonprofits for Partnerships

NGOs, you are known and respected for fighting the good fight. You have staked your reputations on that motto. However, sooner or later the time will come when you will look for a partner. Don’t worry, you’re not betraying your principles. However, as you look for partners, your NGO may also be scrutinized. It may shock you to know but business consultants have advised industries to search for reputable NGOs with which they can partner on behalf of special causes.

Nicole Rycroft wrote in “10 Tips for Creating Successful NGO-Brand Partnership” wrote that you and your NGO colleagues are well-positioned to help leading brands develop innovative solutions that deliver a competitive edge. “Of course, as with any business partnership or personal relationship, take time to assess your options before getting involved with an NGO,” Rycroft wrote.

She continued: “Climate change, environmental destruction, endangered species, toxins and pollution are not new issues, but more than ever they are part of boardroom conversations and customer considerations. Navigating day-to-day business challenges can be difficult enough, so when crossing an intersection of environmental change, calling on NGO experts who understand your industry and the complexities of the issue can position your company ahead of the curve.”

Businesses appreciate the value that NGOs bring to this relationship. Rycroft said such a connection improves a company’s social license and reputational capital. Partnering with an NGO expands the business’ capacity with experts, who know who can help launch initiatives or accelerate projects beyond the competition. NGOs also have established networks and noteworthy track records that can help extend a company’s impact and reach dramatically.

Be aware of this. You won’t be cheating or betraying your cause. Promote your NGO to all stakeholders locally and globally and you could be surprised how your mission may benefit.

NGOs must Create Clear Image of Work

NGOs should define their message in order to present a clear, distinct image of themselves and their missions. That’s why is it important for your management to devote time to creating a distinctive brand, a practical mission, visible image. Just take a moment and reflect on all of the major nonprofits that you’ve dealt with recall their brand, mission and image. You can easily see them in your mind. This seems simple, but many organizations are unfortunately trying to be all things to all people. That is impossible and dangerous to your success. Define who you are, and what it is that you do (a support organization, community-based or policy and lobbying organization?) and establish your core values, the honesty and ethics that shape you.
Just as the private sector – businesses – spends billions telling us why they are different than their competitors, so should you identify what are the key factors that differentiate your NGO from others.

Contact me for more ideas and guidance.