November 19, 2007— Nonprofit organizations looking to develop a partnership with a business should emphasize how the relationship can help the company improve employee morale and retention, a Fidelity Investments executive told nonprofit leaders at the first Massachusetts Civic Engagement Summit held last week in Worcester.

In addition, Dennis Duquette, vice president for community relations for Fidelity Investments, advised that nonprofits should ask corporations what their criteria are for engaging in a partnership and then make a proposal along those lines.

Duquette was one of three business executives who, along with their nonprofit partners, offered tips and guidance on how to develop mutually beneficial business partnerships.

"Partnerships between businesses and nonprofits are a win-win," Lt. Governor Timothy Murray told www.massnonprofit.org. "Communities across the Commonwealth have benefited from the coordination of resources and the cooperation in problem solving that these collaborations allow, resulting in a greater, and critical, impact on our communities.”

Other points made at the session on business partnerships included the following:

Successful partnerships start our small and grow over time. John Werner, executive director of Citizens Schools Boston , which has partnered with Fidelity for six years, said his nonprofit initially worked with Fidelity on a few small scale projects. Since then Fidelity has funded the organization and written curricula for the schools.

Nonprofits should align with the goals of corporate partners. Spalding Corporation developed a partnership with Good Sports, which is dedicated to increasing youth participation in sports, fitness, and recreational programs by targeting a major obstacle limiting participation: access to sports equipment.

Melissa Harper, executive director of Good Sports, said, “We started with a PowerPoint and an idea that tied in with what we saw as Spalding’s long-term interest that if kids don’t grow up playing sports, they won’t play later.”

“Our partnership has gone way beyond the nuts and bolts of equipment distribution,” noted Dan Touhey, Spalding’s vice president of marketing.

Gain the trust of your corporate partners. When the United Teen Equality Center in Lowell was getting established in the late 1990s, “We were in a serious situation,” said JuanCarlos Rivera, director of operations. “We approached Cisco Systems and told them about our plan. They liked it and gave us a small cash grant for a wireless web application. One of our most important lessons we learned was how to gain their trust.”

Mary Sarr, program manager for Cisco’s Civic Council, said, “Once we saw that the Center could be sustainable, our involvement grew.”

Both parties should think big. After establishing trust with their business partners, nonprofits should ask them to think big, and then be prepared to meet the high standards that is characteristic of successful businesses.

Corporate partners should focus narrowly and go deep. It’s better for companies to align with one or a few nonprofits and work closely with them over time than try to support many at a more superficial level.

Use your corporate partner as a referral source. Corporate partners have lots of connections in the business community. Once you have the trust of your partner, you can ask your key contacts to provide introductions for your nonprofit, as needed.

Recognize the intangible value of partnerships for businesses. Corporations gain tremendous benefit when people learn of their involvement in the community. Community leaders, politicians, customers, and others give them higher consideration because of that involvement.

Nonprofits should make a proposal that is in line with corporate goals. For example, a nonprofit looking to expand its reach into other communities should approach companies working in those communities or looking to go there.

Nonprofits should access potential partners through their employee volunteers. While most companies need to focus their nonprofit partnerships, many of their employees usually get involved with a greater number of organizations. Nonprofits can learn about potential partners through those volunteers.