Nonprofits
A New Role for Nonprofits
When creating a cross-sector partnership with a company a nonprofit should:
1. Seek business partners, not villains. Nonprofits often have a lot of experience developing lists of companies that may have caused a particular social problem, in order to apply public pressure on those companies to change. By focusing instead on those companies that have the resources to help solve the problem, a nonprofit can come up with a different and greatly expanded list of potential corporate partners.
2. Help companies set affirmative goals. Many companies are looking for ways to demonstrate their corporate responsibility by developing affirmative approaches to solving social problems. But they often lack the ability to understand fully the issues and to frame ambitious but realistic goals. Nonprofits often have a deeper understanding of the social problem, which enables them to help companies devise more comprehensive strategies and set more ambitious and attainable goals.
3. Ask companies for more than money. It is relatively easy for a nonprofit to target a company for a grant or a donation. It is much more difficult for a nonprofit to understand the full complement of resources that a company can bring to bear on solving a social problem. To understand those capabilities and know how to ask for them requires that nonprofit managers learn a new set of skills. Mastering this new approach will not be easy, but the potential power that can be deployed when business and nonprofits work together dwarfs what money alone can buy.
4. Share the halo with business. Many nonprofits are afraid to align themselves too closely with business partners because it may put their reputation at risk. Nonprofits need to overcome that fear, because the benefits that can be accrued from doing so far outweigh the risks. Nonprofits can look smart, creative, and efficient by tapping business capabilities, and companies can enhance their reputations by taking affirmative steps to solve social problems. It is a win-win solution, but only if nonprofits and businesses are willing to share with one another the halo effect that comes with success.
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COMMENTS
BY Lou Homecillo
ON January 11, 2007 01:59 AM
Re:# 3 - Asking for Donations.
The article suggests that non-profit managers should learn new skills in asking for donations. What possible skills are needed to be a successful solicitor of donations? (The solicitor is a government entity engaged in CSR activities)
# 4 - HALO
Please expand more on this.
BY Maryann Eget
ON October 21, 2007 05:29 PM
Have the authors defined what successful fundraising skills look like? For example, can they define the Fundrasing competency for a non-profit? I am volunteering with a non-profit focused on helping improve the lives of women and children at risk in my community. We are looking to define competencies that will help us focus our efforts to better achieve our community goals. Thank you