Relationships. Relationships. Relationships.

In today’s economy and specifically in Northwest Arkansas, there is much competition for monetary and volunteer support amongst the nonprofits.  Every charity organization provides a needed resource for the community, whether through direct assistance, research, education or a particular service spanning ages, cultures and religions.

To gain support and recognition in the community nonprofits need to set themselves apart from the pack.  It is vital they establish and maintain relationships with businesses and corporations who align with their mission.  Financial support from the business community is essential to the financial longevity of many nonprofits.  The scope of the support needed is much broader.

Every year nonprofits are tasked, more and more, to explore and create opportunities that engage a wider corporate audience. Establishing partnerships and alliances with business leaders and corporations is a key component of a comprehensive Public Relations plan.  These relationships can open doors for funding and volunteers, but potentially the most important aspect is a better awareness of the nonprofit within the business culture itself.

Nonprofits are always exploring new avenues to engage the business community into their world. The goal is to show companies how their contributions help in providing valuable services and programs to the community.

From the use of social media outlets such as Facebook, Twitter, LinkedIn and Eventful.com to creating a culture of social responsibility through grassroots’ marketing campaigns, nonprofits are stepping up their PR game. Their game plan is to gain community and corporate recognition and support.  Corporate partnerships can help leverage the legitimacy and importance of a nonprofit, similar to how a celebrity endorsement can increase the demand for a particular product.

Through the support of corporations, nonprofits are able to reach a wider audience with collaborations and partnerships on events and projects.  Nonprofits depend on the philanthropic support of the media, the community and corporations to help raise awareness.  Beyond the financial support many corporations are able to provide, the manpower they are able to offer to a nonprofit is priceless.

How can you and/or your business get involved?

Volunteer. Become an advocate for your favorite charities and organizations.  Invite your colleagues and friends to get involved.  Serve on their boards or committees.  Offer your professional expertise as an in-kind gift.  Become knowledgeable and informed about the services available to our community. Think local community. Be local community.

From Biz2 Biz NWA November 2009 “The Business of PR”

By Jessica Young, Circle of Life Hospice: Jessica Young is Communications & Marketing Administrator at Circle of Life Hospice, a non-profit end-of-life care provider based in Springdale. Contact Jessica at jyoung@nwacircleoflife.org or http://www.nwacircleoflife.org.