Understanding Companies’ Expectations for Nonprofits
In today’s evolving landscape of corporate social responsibility, partnerships between companies and nonprofits are more important, and more complex, than ever before. While nonprofits often seek funding, volunteer support, or increased visibility, companies are also looking for something in return. While they can vary, companies’ expectations for nonprofits can include alignment with their values, impact they can measure, and authentic, mutually beneficial partnerships.
Understanding what companies truly expect from nonprofit partners is critical for building lasting, symbiotic relationships. In this post, we’ll explore what businesses are really looking for when they engage with nonprofits, from compliance and communication to mission alignment and community presence.
Today, we’ll review a conversation had between Jim Starr, President and CEO of America’s Charities, and Patrick McCrumman, Global Head of Community and Social Impact at DuPont. These corporate citizenship representatives are experts when it comes to nonprofit partnerships, and they recently shared their insights during a session at the Virtual Workplace Fundraising Summit. We’ll provide an overview of the findings here, or feel free to watch the session replay by clicking the button below.
Corporate giving should be an incredibly significant piece of any nonprofit’s fundraising strategy. After all, companies donate an estimated $25 billion a year, and that’s a good chunk of change to consider. When asked what trends they’ve seen in the CSR space recently and how that impacts nonprofits, the panelists answered as follows.
What are some ongoing trends you’ve seen in the CSR space?
One recent trend in the CSR space is that private foundations are stepping up to fill funding gaps left by strained public and nonprofit sectors. These foundations are increasingly reaching beyond their traditional geographic focus to support causes in new areas, demonstrating a deeper commitment to achieving their impact goals. This shift comes in response to growing pressures on both public and private organizations to sustain philanthropic efforts amid financial challenges.
Another encouraging trend is the emergence of new collaborative ecosystems in response to shared challenges. Organizations that may not have partnered before are now coming together to explore collective impact. These alliances are fostering out-of-the-box thinking and innovative approaches to social responsibility, enabling like-minded groups to align their efforts and resources in more strategic, coordinated ways. This shift reflects a growing recognition that meaningful change often requires cross-sector collaboration.
How do companies choose to support nonprofits?
Companies support the charitable sector in many ways, with grants being one of the most common and impactful. Corporate grantmaking takes various forms—from open applications where any nonprofit can apply, to more targeted or invitation-only processes focused on specific causes or partnerships. Many companies align their giving with strategic priorities, such as their mission, leadership values, or employee interests.
This brings us to an important question: How do companies decide which organizations to support through their corporate grants?
At DuPont, a company with over 230 years of history, corporate giving is approached with intentionality and strategic focus. Their philanthropic efforts are guided by a shared value model—one that aligns community impact with corporate benefit. This model ensures that if DuPont is making a difference in the world, it’s also making a positive difference within the company. That alignment is essential, as leadership must regularly demonstrate tangible results from their giving strategy to internal stakeholders, including the CEO.
When selecting nonprofit partners, DuPont looks for organizations that align with its three pillars of giving (basics to thrive, STEM education, and innovation for good) and help fill gaps or build partnerships that support the company’s overarching mission. With operations in over 100 sites globally, DuPont also considers the local needs of its communities, recognizing that what benefits the community can and should benefit the company as well. This approach ensures DuPont delivers value not only to nonprofits and the communities they serve, but also to employees, investors, and other key stakeholders.
What are companies looking for in corporate relationships?
What we’re seeing with our partners is a growing emphasis on more meaningful, quantitative impact metrics in their giving programs. Many companies are moving beyond surface-level data, such as the number of volunteers or meals served, and instead want to understand the deeper, long-term impact their support is having in the community. Both corporations and nonprofits are actively working to better measure and communicate these outcomes.
That said, brand visibility remains a valuable benefit. Companies still appreciate opportunities to showcase their brand in the community, but today, that visibility is often expected to accompany a clear demonstration of social impact.
To add an example that illustrates the connection, Dupont has been a strong supporter of Habitat for Humanity for over 30 years, and that partnership aligns closely with its business. How? DuPont manufactures products used in the building environment. So, when the company partners with organizations like Habitat, it’s not just about giving back—it’s about creating like-minded collaborations where we can contribute meaningfully. These partnerships allow us to test our products in real-world settings, engage our employees through volunteer builds, and ultimately create a well-rounded relationship that delivers value and impact for both sides.
How does employee engagement play a role?
Another key factor companies value in nonprofit partnerships is how employees can actively engage through workplace giving programs. While workplace giving used to follow a more uniform model, often centered around a single organization like United Way, today’s programs are much more diverse.
Some companies offer open-choice platforms that allow employees to give to any qualified 501(c)(3), while others provide curated lists focused on specific cause areas or preferred nonprofits. The trend is increasingly moving toward more flexibility, including options for employees to suggest or write in their own charities, which has been shown to boost both engagement and overall impact.
Many companies also offer matching gift programs as part of their giving campaigns. These vary widely, from dollar-for-dollar matches to enhanced giving for certain causes or campaigns, like environmental giving during Earth Month. Matching gifts not only amplify employee donations but also strengthen a company’s overall social impact.
How can nonprofits increase visibility through workplace giving?
While there are always challenges in building effective partnerships, there are strategies to overcome them. First and foremost, it’s crucial to understand a company’s strategy and its goals for community impact, whether it’s a large corporation or a small business.
To achieve meaningful impact, it’s important to consider the broader ecosystem of partnerships that can help meet these goals. The key is to learn about the company’s objectives and tailor your approach to show how your nonprofit can contribute to those goals. This approach sparks conversations and opens doors to new partnerships that might not have been considered otherwise.
Nonprofits can also leverage bottom-up strategies through employee giving programs. Many donors are employees of companies with giving programs, and nonprofits can mobilize these supporters to increase visibility within the workforce. Promoting matching gift programs is a great way to encourage donors to double their contributions, especially if they are unaware of such opportunities.
How does volunteering play a role?
In addition to employee giving, volunteering is a powerful tool for nonprofits to engage with corporate partners. Companies value volunteer programs for a variety of reasons, including community impact, team-building, and employee engagement. Some companies also offer grant funding through “dollars for doers” programs, where employees can earn grants for nonprofits based on volunteer hours.
Nonprofits should encourage their volunteers to explore these opportunities at their workplaces and ensure they have well-curated volunteer opportunities to offer. Companies are often looking for meaningful and impactful projects to include in their platforms, and nonprofits should be prepared to provide those opportunities. This proactive approach helps maximize volunteer engagement and strengthens the partnership between nonprofits and corporations.
At DuPont, volunteerism is a core part of our culture, and we make a significant impact in communities through both large-scale events and smaller volunteer activities throughout the year. Our annual “Days of Caring” event is one example, but we also encourage employees to engage in creative ways, from hands-on volunteering to more strategic contributions. For instance, we’ve had employees serve on nonprofit boards to help organizations develop long-term strategies. One employee worked with a nonprofit struggling with its growth plan, offering expertise and guidance that proved invaluable.
Engaging corporate volunteers is a valuable but challenging task for nonprofits. It requires significant investment in time and resources to do it well. While some nonprofits have natural volunteer opportunities that can be promoted within a company, creating meaningful group volunteer events requires careful consideration from both the nonprofit and the company.
How should nonprofits foster long-term corporate relationships?
Nonprofits should focus on building long-term relationships, not just offering transactional opportunities. While group volunteering can foster teamwork, the main goal should be meaningful engagement that benefits both the company and the nonprofit. Strategic partnerships, where employees are genuinely involved and the nonprofit is seen as an important part of the company’s community efforts, can lead to increased visibility and ongoing support. This approach helps nonprofits get on the radar of a company’s leadership, especially within CSR departments.
How can nonprofits locate the right corporate contacts?
A common question I hear is how nonprofits can find the right person within a company to connect with. This can be a challenge, especially in larger corporations or where CSR teams are small, sometimes only consisting of 1 to 4 people.
One way to find the right contact is to look for the CSR department, but it’s important to note that CSR may not always be a standalone department. In many cases, it can be part of communications, community relations, or other areas within the company. However, many companies, both large and small, will have a “community impact” or similar section on their website where you can find information about their efforts and ways to connect.
Another effective strategy is to be active in the community. By attending nonprofit conferences or other community events, you can learn more about who’s doing what and ask for introductions. In my experience, nonprofit leaders are often very willing to share contacts, and it’s not a competitive atmosphere. If you’re trying to reach a specific person at a company, like DuPont, asking around in your network can be a helpful way to get connected.
Meanwhile, many companies with a national presence decentralize their philanthropic efforts, delegating decision-making to regional offices or local leaders. While it may be harder to identify the right person making those decisions, the key is to be where they are. Attend local Chamber of Commerce meetings or other community events to connect with them directly. Being present in these spaces increases your chances of making valuable connections.
What has been the effect of the current political climate and economic uncertainty?
With the current political climate and economic uncertainty, are we seeing more companies becoming reluctant to partner with certain charities, especially those whose missions may be perceived as partisan or aligned with controversial issues? Is this something you’re noticing in your conversations with other CSR professionals? Additionally, how is the ongoing economic uncertainty affecting companies’ decisions regarding partnerships, donations, and the level of support they provide?
Beginning with a disclaimer that he can only speak from his own perspective, our corporate contact reiterates that he doesn’t think economic uncertainties are a new challenge. In fact, we’ve faced them many times over the years. However, they do put pressure on both corporations and nonprofits to make decisions they might not have made otherwise. We’re in a unique moment, but it’s not necessarily political—it’s about finding ways to ensure that people are served. The rest is just noise, and that’s part of the uncertainty we face.
At the end of the day, we rely on our strategy, our community relationships, and our visibility within the community to stay the course and do as much good as we can.
How do regulations and compliance trends play a role?
When it comes to corporate partnerships, even less formal ones like employee giving or volunteering programs, it’s absolutely critical for nonprofits to stay on top of state and federal regulations and compliance trends. Even if you’re not operating in certain states, you may have donors from those areas who want to support your efforts. If you’re not in full compliance with state regulations, those donations could be prevented from coming in.
Most of you are likely federally compliant, but state regulations can be tricky. For example, in 2024, California enacted Assembly Bill 488, which regulates online charitable fundraising. This bill has two lists that charities must avoid in order to receive funds from California residents. As an online giving platform provider, we have to ensure that the charities we work with aren’t on California’s ‘naughty list.’
This may be something nonprofits aren’t aware of, especially if they’re not operating in California, but it’s a critical issue. California currently has the most stringent regulations, but other states may adopt similar laws in the near future, so it’s important to stay informed.
Any additional insights?
Compliance, as you mentioned, is key, but it’s also important to ensure your mission remains true. It can be tempting to accept funding from sources where you may not have the expertise to fulfill that partnership effectively. This is where your board should step in and carefully deliberate these decisions to make sure you’re doing the best for your organization and its bottom line.
Wrapping up & more corporate giving resources
At the heart of every successful nonprofit–corporate partnership is a shared commitment to impact and integrity. Companies aren’t just looking to write checks—they want meaningful engagement, accountability, and alignment with their strategic goals.
Nonprofits that take the time to understand these expectations, invest in relationships, and stay mission-focused are far more likely to stand out. Whether you’re seeking funding, volunteers, or a deeper collaborative effort, meeting companies where they are and showing up consistently can open doors to enduring partnerships that benefit both your organization and the communities you serve.
Interested in learning more about corporate-nonprofit relationships—and how your team can make the most of them? Check out these additional resources:
- Matching Gifts in Practice: Tips, Strategies From Your Peers. Learn how other nonprofits are successfully promoting and managing matching gift programs. This Summit session overview shares real-world examples, best practices, and creative tactics to help you increase gift conversions and maximize corporate support.
- The Fundraiser’s Guide to Powerful Corporate Partnerships. From first contact to long-term collaboration, this guide walks fundraisers through every step of developing strong, strategic relationships with companies. Discover how to position your organization as a valuable partner and build alliances that go beyond one-time donations.
- Top Workplace Giving Companies: Leading Employers to Know. Explore a curated list of companies that lead the way in employee giving and volunteering. Whether you’re looking to engage in matching gift programs or establish deeper partnerships, this list highlights key players and what they offer nonprofits.
