3 ways nonprofits can secure long-term corporate partnerships

As the daughter of a preacher, I know a thing or two about passing the collection basket. Growing up, I watched my father inspire people to give—not just their money but their time, their energy, and their hearts—to something bigger than themselves. It taught me a lesson I’ve carried with me ever since: When we come together with a shared purpose, we can change the world. 

In my 30 years working to bring corporations and nonprofits together, I’ve seen how nonprofits, despite their critical work and deep community connections, struggle to secure the financial and strategic support they need to expand their programs and sustain their teams. Whether it’s accessing corporate foundation grants or giving programs, engaging volunteers, or establishing long-term corporate partnerships, they often face barriers. It’s not for lack of passion or effort; it’s a matter of bridging the gap between corporate interests and community needs. 

Bringing Atlanta’s business and civic leaders together 

The good news? Businesses understand their success is tied to the well-being of the communities they serve and are moving to address these barriers. I experienced this firsthand as executive director of the Atlanta Committee for Progress, where I collaborated with leaders to address key challenges facing underserved communities. That’s where my work has been most rewarding: helping nonprofits and businesses come together to create long-term corporate partnerships that address critical issues in ways that neither could accomplish alone. 

One of these opportunities started with a phone call from Rodney Bullard, then head of corporate social responsibility at Chick-fil-A. He had a vision for an event to rally business and civic leaders to collaboratively address the city’s most pressing challenges, with the full support of Chick-fil-A CEO Dan Cathy and Arthur M. Blank, co-founder of Home Depot and chair of the Arthur M. Blank Family Foundation. Since its inception in 2019, the Beloved Benefit has raised over $24 million—dollars that directly impact communities. 

But the Beloved Benefit, now under Rodney’s leadership at The Same House, doesn’t just distribute funds; it creates long-term partnerships among civic leaders, grassroots organizations, and people with corporate expertise. For example, Chick-fil-A has become a key supporter of the Westside Future Fund (WFF)—a nonprofit dedicated to revitalizing Atlanta’s Historic Westside—bringing private and public stakeholders to the table to address critical housing issues. When city officials identified neglected homes as a major issue, Chick-fil-A leaders worked alongside WFF and the mayor’s office to create cross-sector collaborations to restore blighted properties and support longtime residents at risk of being displaced. 

Successful long-term corporate partnerships don’t happen by accident. Here are three lessons I learned through my work with the Beloved Benefit and my experience connecting businesses and nonprofits: 

1. Friend-raise before you fundraise 

Trust is the foundation of any partnership, and building trust takes time. Businesses are far more likely to support causes championed by people they know and believe in, so focus on fostering relationships before making an ask. This starts with carving out time to go where corporate leaders gather: local business forums, chamber of commerce meetings, or industry networking events. It also means leveraging existing relationships. Your board members or regular donors may have connections to business leaders who share an interest in your mission. Ask for introductions and grab a quick coffee before there’s an immediate funding need. Get to know the people you’ll need tomorrow, today. 

2. Emphasize common goals 

For businesses, supporting a nonprofit isn’t just about generosity but about alignment between its own goals and the nonprofit’s mission. Before you approach a business, find out their priorities. Tailor your communication to show not only how their support will make a difference but also how it aligns with what they stand for. This makes it much easier for businesses to say yes. When fundraising for the Beloved Benefit, we didn’t just ask businesses to write a check. Instead, we positioned it as an opportunity for them to invest in the future of their city in a way that aligned with their own goals. 

3. Be transparent about impact 

Businesses want to know their investment is making a difference. Your passion can inspire them, but measurable outcomes—like the number of people who benefit from your programs—are often what seal the deal. As someone who approved countless corporate checks, I can tell you this: Transparency matters. Providing data-backed impact reports, financial breakdowns, and key performance metrics help businesses see the tangible results of their support. 

But numbers alone don’t tell the full story. When corporate leaders can experience the impact firsthand—whether by visiting a project site, hearing directly from beneficiaries, or volunteering—they develop a deeper emotional connection to the cause. The most effective corporate partnerships combine both hard data and firsthand experiences that make the impact real. 

Collaboration is the only way we can solve issues like affordable housing shortages, access to education and health care, and food insecurity. When nonprofits and businesses come together, it creates a ripple effect beyond what they could do alone. When we harness the best of both sectors through long-term corporate partnerships, the possibilities are endless. 

Photo credit: Nox Media