Corporate partnerships: How nonprofits can navigate CSR

What Is Corporate Social Responsibility (CSR)?

CSR refers to a company’s commitment to operate ethically and contribute to economic development while improving the quality of life for employees, local communities, and society at large. CSR programs often support nonprofit organizations through:

• Direct donations or grants: Companies provide financial contributions to support programs, operations, or specific initiatives. 
• Employer match programs: Employers match the donations their employees make to eligible nonprofits, doubling the impact of individual giving.
• Volunteer programs: Companies encourage employees to volunteer their time, often offering paid volunteer days or organizing group service events.
• In-kind support: Companies give non-monetary assistance, such as goods, services, or professional expertise. For example, they might donate computers or offer pro bono legal help.
• Event sponsorships: Businesses fund nonprofit events in exchange for brand visibility, like having their logo displayed at galas, runs, or conferences.
• Cause marketing: Companies collaborate with nonprofits on campaigns where a portion of product sales supports a cause, boosting both brand loyalty and charitable impact.

According to the Giving in Numbers™: 2024 Edition report:

• The median Total Community Investment (TCI) for companies in 2023 was $22.9 million, which includes direct cash, foundation cash, and non-cash contributions such as product donations and pro bono services.
• TCI increased by 2% between 2021 and 2023, and by 5% since 2019.
• Investments in Community and Economic Development rose by 87% from 2021 to 2023.

These trends indicate companies are shifting focus toward scalable, community-driven impact while navigating complex social and political climates.

Step 1: Identify the right corporate partners

Start by identifying companies whose values align with your mission. Look for:

• Companies headquartered in your region or with a strong presence there
• Businesses already engaged in similar causes, such as education, health, or climate
• Existing relationships: board members, donors, or volunteers who work in corporate settings

Use tools like LinkedIn, company websites, and CSR databases (such as Benevity or Double the Donation) to research giving priorities.

Tip: Many companies also offer employee engagement and volunteer programs—an easy entry point for long-term corporate partnerships.

Step 2: Craft a tailored pitch for the corporate partner

Once you’ve identified a potential partner, your next step is to create a compelling pitch. Include:

• A concise overview of your organization and impact
• Why you’re reaching out to this company specifically
• Clear ideas for partnership (e.g., event sponsorship, donation match, employee engagement)
• Tangible benefits for the company (e.g., brand visibility, employee morale, ESG reporting support)

Sample language:
“We believe a partnership between [Your Nonprofit] and [Company Name] could create meaningful impact in [issue area], while also supporting your commitment to [specific CSR goal or program].”

Step 3: Demonstrate mutual value

Corporations want to make a difference—but they also need to meet business goals. In your proposal, show how the corporate partnership will support:

• Employee morale and retention
• Brand reputation and public trust
• Sustainability or ESG (environmental, social, and governance) benchmarks

Corporations use ESG benchmarks to measure how well they are performing in areas related to Environmental impact, Social responsibility, and Governance practices. These benchmarks help companies track progress on goals like reducing carbon emissions, promoting workforce diversity, or maintaining ethical business conduct. Nonprofit partnerships that contribute to these goals—such as offering environmental programs, community outreach, or inclusive education—can directly support a company’s ESG reporting and commitments.

By aligning your mission with a company’s purpose-driven strategies, you strengthen the case for collaboration.

Step 4: Build a long-term relationship

Strong corporate partnerships go beyond a one-time gift. Maintain the relationship by:

• Sending regular impact updates
• Inviting company representatives to events or site visits
• Offering co-branded opportunities (e.g., campaigns, social media features)
• Engaging employees in volunteer days or donation matching

Example: Companies like Salesforce and Patagonia have created long-term partnerships with nonprofits that reflect their core values. These partnerships often include grants, employee time off to volunteer, and co-branded initiatives.

Final thoughts

Corporate partnerships are more than just funding—they are opportunities for collaboration, innovation, and long-term impact. By understanding the latest CSR trends, aligning with corporate values, and clearly articulating your nonprofit’s value, you can build strong, strategic relationships that help your mission grow.

To continue learning about CSR and building powerful corporate partnerships, check out these resources:

• CECP Giving in Numbers Report 2023 – Industry benchmark data and trends on how major companies approach CSR.
• The State of Corporate Purpose – Insights into what motivates businesses to give and how nonprofits can align with their goals.‍
• Nonprofit grant writing: How to write a winning proposal – A guide to sharpen your grant writing and proposal skills.