Charities must engage in corporate partnerships at a more advanced level than just fundraising if they are to make the most of such relationships, delegates at the International Fundraising Congress will hear.
Fiona Duncan, director of Think Consulting Solutions, said she would present research to back up her argument at this week's conference. "The economic downturn has accelerated a change in the way companies engage with the voluntary sector," Duncan told Third Sector before the seminar. "Corporate fundraising is not a huge money-maker, but it could be if charities changed their behaviour."
She said that instead of thinking about partnerships purely from a philanthropic perspective, charities should consider the strategic advantages partnerships could offer.
"They should consider non-financial benefits, such as mission-driven impacts, brand alignment and new communication channels," she said.
Duncan added that corporate organisations wanted to partner with charities in the same geographical areas to make it easier to align on local policy. Charities should be prepared to partner with other charities to help them collectively cover the same area as a corporate partner, she said.