Building High-Value Partnerships: Lessons From Experience
Corporate sponsors can be a powerful driver of nonprofit success. But how do you go about building high-value partnerships that go beyond one-time gifts and evolve into long-term, high-value relationships?
In a recent virtual summit session, three seasoned nonprofit professionals—Jasmine White of Central Texas Food Bank, Christie Simons of Atlanta Angels, and Greg Mucha of Anderson Humane—shared real-world strategies for cultivating meaningful corporate connections.
Drawing on their combined experience, the session highlighted practical tips, common challenges, and fresh insights that any nonprofit can apply to grow their impact through strong, strategic partnerships.
Interested in watching the full presentation? Check out the replay here. Otherwise, read on to explore key takeaways from the panel discussion.
Key takeaway: Look for corporate partners with aligned values.
One of the most effective strategies for building long-lasting, mutually beneficial corporate partnerships involves identifying companies whose values and priorities align with your mission. As highlighted in the panel event, alignment is not just a “nice to have”—it’s essential for authentic collaboration.
Christie Simons of the Atlanta Angels emphasized that the most successful partnerships stem from a true affinity for the nonprofit’s mission. When a company’s values naturally align with the cause, the partnership becomes more than a financial transaction—it’s built on a shared purpose. These partnerships often yield stronger, longer-term results because both parties are intrinsically motivated to support one another.
Meanwhile, Greg Mucha’s experience in animal welfare demonstrates that when alignment is hard to find, it pays to adapt. His organization expanded its programmatic focus to include more human-centric initiatives to remain relevant to companies’ shifting priorities. This adaptability opened doors to new partners who may not have previously considered an animal welfare nonprofit.
Key takeaway: Do your research—and start with HR.
When it comes to building meaningful corporate partnerships, one of the most important early steps is conducting thorough research and initiating outreach with the HR department.
As Mucha noted during the panel, understanding a company’s philanthropic pillars is essential to ensure mission alignment. His team, in particular, starts by identifying local businesses with shared values and digs into their giving priorities. He emphasized that HR departments are a great entry point: “They know everything about the organization. They know everyone in the organization.” This makes Human Resources an ideal first point of contact for building internal connections.
Jasmine White agreed, reinforcing HR as a natural starting place, while Christie Simons shared that her team takes research even further. They use tools to go beyond what’s publicly available and directly reach decision-makers in HR, marketing, or CSR roles. This kind of “internet sleuthing,” as she called it, ensures they’re approaching the right person with the right message.
Key takeaway: Timing (and market context) matters.
As panelist Christie pointed out, fundraisers need to be aware of the economic context surrounding their potential partners. It’s not wise to pitch a partnership to a company that’s publicly struggling or downsizing. Instead, target companies that are thriving or growing, like those on the Inc. 5000 Fastest-Growing Companies list.
During the pandemic, for example, Christie’s team found unexpected success with crypto companies when the sector was booming. Still, they pulled back their asks when the market cooled, highlighting the importance of staying agile and economically aware.
Key takeaway: Make the most of face-to-face conversations.
In an increasingly digital world, it’s easy to default to emails and LinkedIn messages when trying to connect with potential corporate partners. But as Jasmine White emphasized during the panel, nothing beats the power of a face-to-face conversation.
Jasmine shared that her go-to approach is to visit local businesses in person or set up a discovery call early in the relationship. While online research is valuable, it only goes so far. “You only get so much through a Google search or through LinkedIn,” she explained. It’s through live conversations that you uncover the deeper motivations behind a company’s giving strategy and learn what they’re really hoping to achieve through partnership.
This kind of direct engagement allows for a more nuanced, two-way exchange—where both parties can talk openly about their goals and find common ground. It also builds trust, makes a stronger first impression, and creates space for real-time brainstorming. Jasmine noted that these initial conversations often lead to concrete ideas for collaboration that might never surface in a cold email.
Key takeaway: Utilize your connections.
When it comes to securing corporate partnerships, who you know can often matter just as much as what you ask for. As each panelist emphasized, tapping into existing connections—whether through your board, current partners, or business organizations—can dramatically increase your chances of success.
Christie shared a practical tactic: having board members export their LinkedIn contacts into a spreadsheet to identify possible warm introductions to target companies. This approach uncovers overlooked connections and lowers the barrier for board members who may hesitate to make a direct ask. Providing email templates or suggesting they frame the outreach as a simple connection request (“My executive director asked me to connect you…”) helps remove friction and empowers your champions to take action.
Meanwhile, Greg reinforced the power of trust and relationship-building. “People give to people,” he said, stressing that once you’ve earned a partner’s trust, it becomes easier to expand your network through them. He regularly asks current partners who else they know who might be interested in the mission, turning satisfied collaborators into connectors.
Finally, Jasmine added that professional memberships—like a local business chamber—can unlock a treasure trove of new opportunities. By staying plugged in to openings, expansions, and ribbon cuttings, you can introduce your organization early and become part of a company’s community presence from day one.
Top tip: Consider the companies your donors work for, too—they can be some of your best potential partners. Not to mention, existing supporters may be willing to provide a warm introduction to their employer, helping your team get its foot in the door with ease.
Key takeaway: Consider payroll and other workplace giving in your strategy.
While matching gifts often take the spotlight in workplace giving, panelist Greg Mucha emphasized the powerful, often underutilized opportunity of payroll giving. By encouraging employers to offer payroll deduction as a giving option, nonprofits can create a consistent, scalable revenue stream that feels low-lift for employees but adds up significantly over time.
For example, a $5-per-paycheck donation may seem minor to an individual donor, but when multiplied across a workforce, the impact grows quickly. Payroll giving also has the advantage of being pre-tax, making it easier for employees to say yes and commit to regular support.
Incorporating payroll giving into your corporate outreach strategy not only diversifies your funding sources but also provides companies with a tangible, low-barrier way to increase employee engagement and social impact.
Top tip: Oftentimes, payroll giving and matching gift programs go hand in hand. Make sure to see if your payroll giving donors qualify for matching gifts for an even greater impact on your cause.
Key takeaway: Measure and track corporate partnership KPIs to demonstrate impact.
Effective corporate partnerships don’t just happen—they’re nurtured through strategic tracking, evaluation, and data-driven relationship management. Panelists Jasmine White and Christie Simons both emphasized the importance of measuring key performance indicators (KPIs) to understand partnership health and demonstrate value over time.
Starting out, Jasmine shared how she compiles an in-depth corporate giving report twice a year, pulling in three years of donation data, appeal codes, and workplace giving metrics. This helps identify trends like donor retention, lapsed partners, and high employee engagement from companies not yet formally engaged. These insights offer a proactive way to reengage past partners or approach new prospects already demonstrating interest.
Meanwhile, Christie highlighted the value of going beyond financials to also measure engagement and satisfaction. Her team tracks not just total donations and year-over-year growth, but also gathers feedback through surveys—especially after corporate engagement events. This qualitative data supports continuous improvement and provides compelling evidence of impact when recruiting new partners.
Key takeaway: Don’t overlook the value of in-kind partnerships.
When assessing the impact of corporate partnerships, it’s easy to focus solely on financial contributions—but as Greg Mucha emphasized, in-kind support (including volunteer engagement) can be just as valuable. Many companies are eager to contribute through donated goods, services, and employee time, all of which can play a critical role in advancing a nonprofit’s mission.
In-kind donations—such as equipment, professional services, or event space—can significantly offset operational costs and strengthen programming. Additionally, corporate volunteerism brings not only much-needed manpower but also deeper employee engagement. For example, Greg shared that his organization recorded over 50,000 hours of volunteer time last year, much of it provided through corporate partners. These volunteers are essential to the organization’s operations and represent a meaningful form of support that extends beyond financial gifts.
Top tip: Looking for in-kind donation opportunities? Double the Donation’s database now contains information about tons of companies’ giving programs—including in-kind gifts and sponsorships!
Key takeaway: Stay in touch with corporate partners over time.
Corporate partnerships aren’t a one-and-done deal—they’re ongoing relationships that require care, communication, and strategy. Each panelist underscored the importance of consistently checking in with corporate supporters, understanding their evolving priorities, and delivering personalized stewardship.
Specifically, Jasmine noted the value of yearly check-ins to understand if a company’s strategy has shifted, such as during leadership changes or internal restructuring. By proactively asking questions, nonprofits can adapt their engagement and remain relevant to the company’s new goals. At the same time, Christie emphasized the importance of following through on commitments and reporting back with detailed, customized impact reports.
Greg further highlighted how making connections on a personal level can strengthen relationships further. From bringing shelter dogs to partner offices to inviting teams for behind-the-scenes tours, creative touchpoints keep the partnership dynamic and meaningful. These authentic moments often lead to deeper investment and long-term support.
Key takeaway: Focus your efforts on the right partnerships.
Not every corporate partnership will be a perfect match—and that’s okay. For example, Christie emphasized that a successful partnership must deliver return on investment (or ROI) for both the nonprofit and the business. For her organization, that means prioritizing partners who understand and respect the value of their time, structure, and needs, especially when it comes to volunteer engagements that require staff coordination and resources.
Rather than bending over backwards to fit every corporate request, Christie recommends starting with a clear understanding of the partner’s budget and goals. If a company expects a large-scale volunteer event but isn’t willing to make a financial contribution, it may not be a sustainable or worthwhile engagement. At the same time, it’s important to assess value beyond dollars—for instance, getting in front of key audiences or increasing brand awareness might offer strategic long-term benefits.
The core message is this: nonprofits should feel empowered to say “no” to opportunities that don’t align with their mission, capacity, or strategic priorities. Spreading your team too thin trying to fulfill mismatched expectations can lead to burnout and missed opportunities with the right partners.
Key takeaway: Determine an appropriate budget together.
When it comes to securing corporate support, timing and trust are everything. Greg and Jasmine each emphasized the importance of building a relationship first, then using that trust and context to guide your ask. Companies will often give cues—whether directly (“How can I help?”) or subtly during a conversation—that signal their interest and capacity to give. Recognizing these cues is key to making the right pitch at the right time.
Rather than leading with a hard ask via email, in-person or live conversations offer the best opportunity to assess a partner’s goals and budget. Jasmine suggests using discovery calls to float different partnership levels and gauge reactions, while also having alternative options available if a top-tier proposal doesn’t land. Doing your homework—like researching past sponsorships or gifts—can give you a ballpark figure to start with, too.
Key takeaway: Look to the future of corporate partnerships.
The future of corporate partnerships is bright—and evolving. Christie and Greg emphasize that the next generation of employees and donors (especially Gen Z) are deeply driven by values, social impact, and authenticity. More and more, companies are responding to this shift by investing in volunteerism, workplace giving, and mission-aligned partnerships to attract and retain purpose-driven talent. The result? The percentage of total giving by corporations to nonprofit causes increased by 50% year over year. Thus, engaging younger employees early not only fosters long-term relationships but can also grow their giving as their careers progress.
And, as Jasmine White points out, in times of uncertainty, many companies are stepping up to fill funding gaps, often reaching out proactively to offer support. This mirrors the surge in corporate generosity seen during the pandemic and highlights a growing role for businesses in sustaining nonprofit work, especially as government funding becomes less predictable.
In other words, if your team has yet to invest in a strategic corporate partnership strategy, now is the perfect time to do so.
Wrapping up & additional corporate partnership resources
At the heart of every successful corporate partnership is a strong relationship—built on trust, mutually aligned values, and clear communication. As the speakers made clear, there’s no one-size-fits-all formula. The key is to be intentional: connect through shared goals, demonstrate impact with data, and continuously steward the relationship over time.
From leveraging LinkedIn connections to embracing in-kind support, and from tracking KPIs to understanding generational shifts in giving, the path to building high-value partnerships is both strategic and personal. By putting these lessons into practice, your organization can build partnerships that last—and deliver real value on both sides of the equation.
Ready to learn more about building high-value partnerships for your organization? Check out these additional resources to get you started:
- Understanding Companies’ Expectations for Nonprofits. Explore what today’s companies are really looking for in nonprofit partners—from measurable impact to mission alignment. This summit session summary breaks down the expectations corporate funders have and how your organization can meet them to build stronger, more sustainable partnerships.
- Key Workplace Donor Trends for Nonprofits to Know. Workplace giving is an integral part of corporate partnerships. However, the opportunities are evolving, and understanding employee donor behavior is key. This recap highlights the latest trends in workplace giving, including shifting donor preferences and what that means for your nonprofit.
- How to Identify Corporate Partnerships [With Double the Donation]. Looking to grow your list of corporate partners? This guide walks you through practical ways to spot partnership opportunities, use matching gift data, and tap into workplace giving to make new corporate connections with Double the Donation’s tools.
