7 dating dos and don’ts between charities and companies

1. Don’t pretend: It’s important to remember- not all relationships work. I have never heard this put quite like this, outside of personal relationship breakdowns, but it stands to reason that sometimes two parties just aren’t right for each other. With a bit of research into their profile, business and willingness to raise funds, this can help to reduce wasted efforts and time on companies that just don’t fancy your charity.

 2. Do prepare for your first date: You need to understand each other, their company/charity aims and goals, and the challenges they face. All too often I’ve seen template approaches being used. Of course charities do need to have uniform messaging and might want to push ideas that have worked in the past, but keep an element of flexibility and don’t judge them on the likes and dislikes of your last partner.

 3. Do make a good first impression: That first meeting – you’ve set the date, you’re all dressed up hopefully in suitable attire – nothing too showy, but you’ve clearly made an effort. Then you meet, either in your office or theirs, and take the first look at the person you may be speaking to on a regular basis. Start as you mean to go on, unlike personal dating, and take minutes and share these with them.

4. Don’t wait too long to call: Make contact again the next working day. There’s no harm in showing keenness, and it’s polite to thank them for their time and share the minutes. Be careful not to send an email of asks though. Remember, this has to be two way – you don’t want to over balance the enthusiasm for your partnership and send it rolling off course.

5. Do be careful about accepting gifts: It seems rude to reject an offer or actual gift, and you might not know when you should and can do so, which is why an Ethical Fundraising policy (EFP) is useful – in the eyes of the public and the media, charities receiving gifts are in cahoots with the companies who give to them. Celebrating the joint purpose and high impact of your partnership should be the story, keep impropriety out by sticking to your EFP.

6. Do set up an agreement: Partnership agreements are more like a dating profile than a prenup, it’s more about who you are, what you are aiming to do, and should be agreed by both as soon as you agree on what kind of a relationship you want. There’s room for evolution here, but better to develop new versions as you go. Get one in place before you or your partner commits time, money and resource.

 7. Don’t get hung up about being exclusive: In some cases exclusivity, such as headline sponsorship, does work, but even then the charity should be able to show affections to others, unless a single partner can give the charity all it requires – if you have an example of this please let me know.

Lifelites and BMJ recently celebrated getting to the final of the Business Charity Awards. For more information about how we did it and what a partnership with Lifelites could do for your company please visit: https://www.lifelites.org/get-involved/support-lifelites-at-work/