How nonprofits can deepen corporate partnerships

Partnerships between nonprofit organizations and for-profit companies to boost workplace volunteering and community impact can create significant value for both parties. They help amplify the nonprofits’ voice, reach, and resources to advance their mission while strengthening corporate employees’ community engagement and improving their well-being and job satisfaction, according to a Deloitte survey. 

For the past 12 years, Points of Light has recognized successful company and nonprofit collaborations with The Civic 50, an annual program highlighting the 50 most community-minded companies in the nation. Here are five takeaways from the 2024 Civic 50 Report that nonprofit leaders can leverage to expand or initiate successful corporate partnerships:  

1. Encourage use of Volunteer Time Off  

Eighty-four percent of Civic 50 companies offer their employees paid volunteer time off (VTO). According to the Deloitte survey, 95% of employees believe making a positive community impact is important. By allowing employees to avoid added costs such as child care or using personal time to participate in an after-hours or weekend activity, VTO provides more equitable access to volunteering opportunities.  

For nonprofit volunteer coordinators, VTO creates opportunities for daytime volunteering, ensuring that hard-to-fill weekday or off-peak season timeslots are filled. Many companies report low utilization of VTO, however, so nonprofits that encourage people to check their employer’s VTO policy when signing up as a volunteer can tap into this underutilized benefit. 

2. Think beyond traditional volunteering 

Nearly half (49%) of Civic 50 employees engage in company-sponsored volunteer activities such as employee resource groups and educational initiatives. Beyond remote volunteering, common employee engagement programs included skills-based/pro bono (92%), issue workshops and trainings (92%), volunteer grants (64%), and nonprofit board training (62%).  

For nonprofit leaders, this broad spectrum of engagement opportunities and interests means thinking beyond traditional hands-on volunteering in the community to consider core organizational needs and how corporate volunteers can fill those gaps. Look at tools such as Double the Donation to see if your corporate volunteers are eligible for Dollars for Doers grants or matching gifts. Recruit potential board members. Ask for skills-based volunteers to tackle key organizational challenges such as marketing or operational support, project management, translation, and tech services.  

3. Consider in-kind or pro bono asks for every initiative  

In 2023, Civic 50 companies contributed more than $1.5 billion in cash donations and over $2.6 billion in in-kind goods and services—more than five times the total cash and in-kind donations compared with the average U.S. company. Nonprofits should consider in-kind or pro bono asks as part of every initiative and assess whether there is a need that a corporate partner could provide that would be budget relieving. For example, a telecom company might donate public service announcements or media airtime, while an internet service provider could donate complimentary Wi-Fi access or cybersecurity services. Or a Fortune 500 company might provide professional development training to your nonprofit staff.  

To make the most of these opportunities, nonprofits should conduct a comprehensive review of both their program and operational needs at least six to 12 months ahead of launching a campaign or initiative. By proactively identifying hard costs, you can tailor in-kind requests to the specific strengths of the company. For nonprofits focused on causes like disaster relief, embedding critical needs into early-stage conversations with corporate partners ensures that your organization can focus on response efforts.  

4. Act as community connectors and partners 

The business functions Civic 50 companies formally support with community engagement include diversity and inclusion, employee engagement, supplier diversity, marketing/PR, purchasing, employee health and wellness, and recruitment. Moreover, 84% set departmental goals related to community engagement, and 68% include community engagement in performance reviews.  

However, only 20% measure societal outcomes of their volunteer programs. This presents a significant opportunity for nonprofits to act as vital community connectors and partners. Nonprofits, as trusted community experts, are uniquely equipped to bring deep, localized insight into how to engage and create value within communities and guide discussions around defining and measuring impact at the outset. By aligning on shared goals and performance metrics—such as skills building, well-being, community and program outcomes—nonprofits can strengthen the business case for corporate involvement while advancing community causes. 

When pitching to corporate partners, emphasize your organization’s expertise in measuring and reporting outcomes, sharing data from past collaborations, community surveys, and insights. This also helps establish best practices for tracking both business and community outcomes, fostering greater alignment and long-term partnerships. 

5. Guide companies in adopting a community-centered approach  

To ensure their community engagement programs are community-led and truly center nonprofit stakeholders, 82% of the 2024 Civic 50 companies employ surveys, focus groups, and community meetings to gather program feedback. Nonprofits are pivotal in this dynamic, so be bold in advising companies to adopt a truly community-centered approach by elevating local voices and fostering collaborative, thoughtful actions. To effectively guide companies, nonprofits must skillfully navigate power dynamics, build trust, and champion community-driven initiatives through on-the-ground efforts and targeted community support.  

For many years, Points of Light has served as a conduit between nonprofit and for-profit companies for successful volunteering and engagement within thousands of communities worldwide. Progress begins in partnership; and we believe individuals, communities and society are stronger through the powerful, combined efforts of nonprofit and corporate partners. 

Photo credit: Ben Hider