Craft a CSR pitch beyond funding.

CSR partnerships should also be mutually beneficial. Again, too often they’re not. And corporates are left underwhelmed.

So when a shiny new NGO comes along, the corporation switches partners — since there was little driving value in its direction.

I know. I know.

You social sector purists out there loathe capitalism. You curse the private sector because of the ills it has caused. And the idea of partnering with corporations makes you squirm.

That’s somewhat fair. But here’s the tough love.

Big companies aren’t going anywhere. Besides, it’s presumptuous to think one sector alone can solve poverty and injustice.

So channel your inner Robin Hood. And learn how to pitch your private sector partners the right way.

This first — critical — pitch conversation allows you to elevate and differentiate your brand. Because most nonprofits only think of CSR partnerships as one-dimensional and one-sided.

Here’s a guide to developing your shared value CSR pitch. Along with four client examples.

Use this seven-step formula.

The Mighty Ally formula.

Open with a bang. Craft 1–2 pages about the issue at hand. Get the audience leaning in, understanding why this work matters, and triggering their primal instinct to either thrive or survive. Important: this piece is not about your organization!

With the proper framing in place, spend 2–3 pages explaining your solution, idea, or mission. The rule of three can work well here, like three interventions or a three-phase process. Even better would be a sharp graphic that visually illustrates your work.

Next, give the audience confidence your organization can execute well.
This piece can include your impact results. Also some typical about us language. Or possibly the partners or funders you’ve worked with so far — to add social proof.

The final step before an open discussion is telling the audience where you’re going. And getting them excited about joining the journey ahead. Ideal for this element is the 10-year target or vision statement from your theory of change.

Now shift the conversation to your potential CSR partnership. And introduce the concept of shared value. Shared value is how you structure corporate partnerships via four pillars: philanthropy, people, platform, and product.

Philanthropy

Thoughtful, strategic, aligned grants. A savvy injection of much-needed capital that yields substantial social change returns.

People

People power in the form of volunteers and expertise. Exponential growth in the size of your team, without the overhead burden.

Platform

A potentially massive new audience for which to broaden your reach. And new marketing communications channels to amplify your story.

Product

Free resources and tools — both for internal team productivity and external impact with communities in great need.

The Mighty Ally formula, continued.

Next you need to show you’ve successfully pulled it off. So showcase 2–3 case studies of your most impactful corporate partners to date. If you’re just getting started on your two-way corporate partner journey, at least display the logos of corporates you’ve engaged in the past.

Finally, make the ask. Give them contact information. Prompt a question.
This is your chance to create urgency — why now is the time and exactly what they can do to join you and your cause.

Now, here’s how four Mighty Ally clients tapped into the power of philanthropy, people, platform, and product.

Philanthropy

For large corporations, philanthropic money will often flow through their foundation or even wealthy executives’ personal office. Like Lwala’s multi-pronged partnership with the corporate side of Tivity Health, its chosen nonprofit partner Health eVillages, and even the CEO’s personal fund — the Tramuto Foundation.

People

Reach a Hand Uganda is a sexual and reproductive health and rights nonprofit in Uganda. Lucky Bloke is an international condom retailer with vast expertise around safe sex practices. Instead of just donating money and product, Lucky Bloke spent time with the RAHU team — sharing their knowledge and training them on the latest trends in SRHR.

Platform

Waves For Water has partnered with global travel brand Tumi for years. Besides funding, Tumi helps capture images, stories, and videos. Then broadcasts this content across their digital channels. It’s a win, win. Tumi’s brand marketing team promotes core attributes of adventure and exploration, while Waves For Water reaches vast new audiences.

Product

Kenyan nonprofit Ubuntu Life has brokered a mutually beneficial partnership with African restaurant chain Java House. Through Ubuntu Life’s social enterprise, they sell co-labeled bottled spring water and coffee sleeves to Java House. And Java House provides industrial cooking products for Ubuntu’s own cafe.