“The unfortunate need people who will be kind to them; the prosperous need people to be kind to.” (Aristotle)
Strategic business partnerships are an integral part of any successful business and yet very few entrepreneurs think of the opportunities which arise from partnering with non-profit organisations. Collaborating with NGOs and charities has been shown to offer many of the same benefits achieved through regular business partnerships – as well as a few additional, and perhaps unconsidered ones. Here’s why helping others may also end up helping you.
Make the circle bigger
Like any other business partnership, aligning with a non-profit gives businesses shared access to one another’s contacts and opens up doors that previously may have been locked, or not considered. By hosting combined events you’re sure to not only meet the leaders of other companies in your position, but may also uncover new talent, enthusiastic and empathetic leaders and creative mentors and volunteers.
Greater brand exposure
By moving into these new areas, brands stand to not only make valuable business allies but are also likely to expand their own customer base. By partnering on events or activities with a non-profit, your brand immediately becomes exposed to the non-profit’s audience in a way that’s real, and likely to generate a warm first impression. According to research conducted by Consumer Goods, 82% of shoppers want a brand’s values to align with their own. When a charity’s audience sees you offering your support, they know you care about the same things they care about.
Improve employee happiness
In a survey commissioned by former Unilever CEO Paul Polman in 2023, a whopping 76% of respondents said that they want “to work for a company that is trying to have a positive impact on the world”. The study further found that more than half of employees said that “they would consider resigning from their job if the values demonstrated by their employer did not align with their own”, while 35% of respondents claimed to already have quit a job for this reason.
Improve your image
How your business is presented in the media impacts consumers, current and potential employees, and prospective partners. Good press is therefore vital for business expansion – and assisting a non-profit is a great way of ensuring that what’s being said is positive. When you help a charity, you put your brand values and ethics front-and-centre for people to see and admire. This goes a long way toward fostering goodwill toward your company and building positive brand association.
Reap the tax benefits
There can also be tax benefits to assisting charities and non-profit organisations. The donations made can be in cash or kind, and must be made to qualifying public-benefit organisations (PBOs). These organisations are registered with SARS and will issue donors with a certificate in terms of section 18A of the Income Tax Act. The total deduction must comprise no more than 10% of your taxable income for the given year of assessment and must be made with no strings attached.
It’s a fairly complicated area, so be sure to get professional advice. Your accountant will be able to help you maximise the benefit of these deductions and ensure they are made in the best interests of both parties.
Make it happen
In addition to these business benefits, partnering with a non-profit also helps you to make a difference in the world, building your own self-belief in the value of your work, and helping those who are in desperate need. Put together, it’s clear to see that working with a non-profit should be an essential part of every business plan in 2025.
Disclaimer: The information provided herein should not be used or relied on as professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein. Always contact us for specific and detailed advice.
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