Toolkit: How NFPs Can Best Engage With Corporate Partners

Building Meaningful and Long-Term Business Relationships for Greater Impact

For not-for-profits (NFPs), building strong, strategic relationships with corporate partners is a surefire way to create a sustainable, well-funded NFP. But more than that, it also creates genuine, mutual value - connections that extend beyond a donation or sponsorship and into long-term advocacy and partnership. Businesses that choose to give, whether through funding, in-kind support, or time, often do so from the heart. They want to see the difference they’ve made.

Below are practical ways NFPs can engage corporate supporters more deeply, making the most of the partnership for both parties.

1. Provide Proactive, Impact-Focused Feedback

Don’t wait until the annual report to share results. One of the most powerful ways to engage a corporate partner is to proactively show them the impact of their contribution. Be specific.

Instead of saying:

“Your donation helped us run our youth program this year.”

Say:

“Your donation funded 4 youth mentorship sessions for 35 young people in remote areas. One of those participants, Marcus, has now gone on to complete Year 12 and secure his first job, with his mentor’s help.”

This level of detail makes the business feel connected to real outcomes. It shows their contribution matters and translates to meaningful change. It also sparks ideas for how the business can deepen their support. In the example above, the business may see an opportunity to offer an internship or work experience for Marcus. 

Sharing impact-focused feedback also reinforces their decision to partner with you, and increases the likelihood they’ll want to continue that support.

Tips for giving great feedback:

• Include photos or short videos (with permission)

• Share human stories and testimonials

• Break down what a dollar amount achieved

• Send periodic updates (not just at EOFY)

2. Bring Them Into Your World

Inviting a business into your world is powerful. They get to see their impact behind the scenes, and identify other opportunities to get involved. 

Ways to do this:

• Invite representatives to your AGM (if appropriate)

• Host partner appreciation events and offer a space for them to speak

• Profile them on your website or social media with a personalised note of thanks

• Include their teams in site visits or community days, where they can see your programs in action

This helps maintain the relationship throughout the year and strengthens the emotional connection to your cause. It turns their donation into their involvement - and this matters deeply to business partners whose values align with yours.

3. Make It a Two-Way Relationship

Corporate partners are often open to helping in more ways than you think. But they don’t always know how. That’s where you come in.

Asking for help doesn’t have to mean asking for more money. You might:

• Ask for introductions to other businesses or contacts in their network

• See if someone from their team would speak at your next event

• Request advice or mentoring in an area your organisation is growing (e.g. digital marketing, operations, finance)

• Collaborate on a staff engagement initiative

Most businesspeople are proud to use their skills and connections for good. It also helps them feel personally invested, not just professionally aligned. When you frame your ask in terms of shared values and impact, it becomes an invitation, not a favour.

4. Keep the Focus on Impact, Not Gratitude

While it’s always appreciated to say thank you, most businesses engaged in giving aren't looking for applause. They want to know their efforts have helped - and they want to see that reflected in the stories you tell and the results you share.

This shift in mindset is important. Too often, NFPs think stewardship means acknowledgment. In reality, what corporate supporters crave is:

• Proof they made a difference

• A sense of shared purpose

• A clear understanding of how their involvement fits into a bigger picture

A social media thank-you post is nice, but a short impact report or email update six months later with real results and outcomes is better. It shows you’re not just grateful, you’re accountable, and you see them as a true partner in change.

5. Make It Easy to Stay Connected

Keep communication simple, regular, and meaningful.

• Nominate a relationship manager from your team

• Agree on how often they’d like updates (some businesses like quarterly check-ins; others prefer once a year)

• Ask for feedback on the partnership, such as what worked, or what could improve

And if something exciting happens in your organisation - like winning an award, securing a major grant, or reaching a milestone - tell them! Let them celebrate with you. It reinforces that they’re part of your success.

Final Thoughts

Corporate partnerships work best when they’re based on shared values, clear communication, and mutual respect. Businesses give because they care. Show them they’re part of the change - not just a funder of it.

By offering specific feedback, meaningful connection points, and opportunities to contribute beyond just financial support, NFPs can turn corporate partnerships into long-term relationships that power real, sustainable impact.

This isn’t just about saying thank you. Providing feedback and staying connected fuels continued giving. When businesses see the impact of their support and feel part of your journey, they’re more likely to keep showing up, and even bring others along with them. It creates a snowball effect of generosity, connection, and shared purpose that benefits everyone involved.

This is general guidance. Want to know more? For tailored support on embedding giving into your business model, book a consult here - it’s how we give back.