Cultivating Support with CSR: A Guide for New Nonprofits

Nov 9

Your nonprofit has completed its forms, filed for tax-exempt status, and navigated all the other necessary steps to begin fulfilling its mission. Finally, you can focus on building donor relationships and making a difference in the lives of those you serve. But, with a new website and a budding social media presence, how do you go about securing the support you need?

As you think about growing your nonprofit, remember that there are numerous funding sources worth pursuing and relationships worth building. For instance, many companies, as part of their corporate social responsibility (CSR) initiatives, have programs dedicated to supporting charitable causes and giving back to their communities.

According to Double the Donation’s fundraising statistics, corporate giving is on the rise, with companies contributing over $21.08 billion to nonprofits just last year. By understanding how to approach and maintain lasting corporate partnerships, your organization can unlock vital new opportunities that will power its mission.

In this guide, we’ll walk through the basics of CSR for nonprofits and discuss how you can start cultivating support from philanthropy-minded businesses.

What is CSR?

Corporate social responsibility refers to a company’s initiatives toward improving its community and the world as a whole. These efforts include workplace giving programs, corporate grants, sustainable business practices, and more.

According to a study conducted by Porter Novelli, 75% of Americans indicate that it is no longer acceptable for companies to only make money—they must make a positive impact on society as well. As more businesses begin to prioritize CSR, it’s crucial for your nonprofit to be ready for the opportunities that arise.

How can CSR benefit nonprofits?

By tapping into CSR, your nonprofit can access a host of benefits and expand its community of support. Some key ways that businesses can contribute to your mission include:

Matching gifts. As part of this corporate giving initiative, companies will match the dollar amount that their employees contribute to a nonprofit, typically at a 1:1 ratio, though some will match at a ratio as high as 4:1. In other words, your donors can amplify the impact of their gifts without having to give more.
In-kind donations. Many companies also provide non-monetary contributions to nonprofits. These can be physical goods, such as office supplies and equipment, or services, such as graphic design and accounting.
Volunteer grants. These grants are similar to matching gifts, except through these programs, companies make a monetary gift to your nonprofit after their employees contribute a certain number of volunteer hours there.
Event sponsorships. If you’re planning an upcoming fundraiser, you may find a company willing to sponsor your event in exchange for benefits such as featuring its name and logo on event materials and decorations.

Keep in mind that corporate partnerships should be mutually beneficial. When companies provide your organization with funds, volunteers, a marketing boost, or another type of support, your nonprofit should recognize them in areas such as your website, social media pages, and email newsletter to enhance their reputation within their communities.

3 Tips to Cultivate Support with CSR

Ready to incorporate CSR into your nonprofit’s fundraising strategy? Follow these three tips to access more corporate giving revenue and boost the impact of your supporters’ contributions.

1. Conduct thoughtful research.

Before you can start building impactful connections, it’s important to identify which companies you’d like to engage with for the long term.

Consider these tips as you begin researching promising corporate partners:

Reach out to local businesses. Start by contacting businesses in your nonprofit’s area. Since they’re already invested in your community, they’re more likely to be interested in supporting your mission and contributing to your local impact.
Use online resources. There are plenty of online directories that list companies with philanthropic priorities. Furthermore, consider following businesses on social media to find out more about their CSR initiatives.
Leverage existing connections. Chances are, your nonprofit may already have existing connections with companies—you just need to uncover them first. Ask your board members if they have contacts at businesses that they can reach out to about a potential partnership.

Narrow down your list by focusing on companies that have similar values and missions to your nonprofit. This increases the likelihood that your partnership will further the goals and interests of both parties. For example, if your organization is dedicated to hunger relief, you may consider connecting with a local grocery store or restaurant that has the resources and willingness to support your efforts.

2. Focus on impact.

When companies choose to support your nonprofit, they want to know how their contributions are making a difference in your community. By continually demonstrating their impact, you can pave the way for productive, lasting corporate relationships.

You can accomplish this by:

Sending the company an impact report with relevant metrics related to your program’s success.
Creating a section on your nonprofit’s website or social media posts sharing success stories involving your beneficiaries.
Producing infographics or videos highlighting everything you achieved with your partner’s support.
Inviting your partner on a tour and allowing them to meet some of the people you serve.

By allowing companies to see how their CSR initiatives are directly impacting your nonprofit’s work, you’ll help them understand just how important their continued involvement is to your mission.

3. Express your gratitude.

Just as your nonprofit should appreciate its donors, volunteers, and staff, it’s essential to express gratitude to your corporate partners. Whether a company has just sponsored one of your fundraising events or provided in-kind services to your nonprofit, take the time to send a prompt and thoughtful thank-you.

Fundraising Letters’ volunteer appreciation guide suggests several compelling thank-you ideas that will work for corporate partners as well, including:

eCards. Go beyond a standard thank-you email by sending an eCard to your corporate partners. This is a memorable way to express your gratitude without expending too much of your staff’s time and energy. Plus, you can create templates with eye-catching images and animated elements that you can customize for each recipient later.
Social media shout-outs. Spotlight your corporate partners on platforms such as Facebook, LinkedIn, or Instagram. This type of public recognition has the added benefit of boosting the company’s reputation and potentially attracting more customers to it.
Videos. You don’t need a professional video production company to create a compelling thank-you video for your corporate partners—all you need is a smartphone to start. Gather some staff members to feature in the video and consider including a few beneficiaries to showcase the impact of your CSR partner’s support.

Developing a culture of appreciation is essential for new and long-established nonprofits. Having a solid appreciation strategy allows you to cultivate a strong foundation of corporate partners and other supporters that will power your mission for years to come.

When it comes to ensuring your organization’s long-term success, having a mindset for improvement is key. Once you’ve secured a corporate partner, send out regular surveys to collect their feedback. This can help you identify where you can adjust your CSR strategy to earn even more support in the future.

Adam Weinger, President of Double the Donation

Kim joined Pursuant, a fundraising and marketing agency, exclusively serving the nonprofit sector in 2012. In her role, Kim leads cross-channel fundraising strategy and program execution across multiple clients in the Faith, General Non-Profit, and Higher Education verticals. Kim has consistently met and exceeded client expectations—leading several of her clients in double-digit, year-over-year increases. Before joining Pursuant, Kim provided marketing and fundraising consulting services to nonprofits and small businesses and worked for more than 15 years in corporate marketing and sales with four of America’s beloved consumer brands.