Don’t Propose on the First Date - A Reality Check for Charities Approaching Corporates
Meeting a potential corporate partner (prospect) for the first time? Think of it like a first date - not a wedding proposal.
Too often, non-profits rush into meetings with corporates and try to “seal the deal” on the spot. It’s the equivalent of bringing a ring to the first date. You may be passionate and well-intentioned, but it’s premature, off-putting - and usually unsuccessful.
In today’s dating world - whether you meet ‘the one’ through a friend, work or by swiping right - one thing is clear: chemistry takes time, compatibility matters, and how you present yourself on the first date could change your destiny. The same goes for partnerships with corporates.
Many non-profits are simply not discerning enough when it comes to corporate partners. Whether it’s a lack of strategy, pressure to raise funds, or just being unprepared, too many end up with the wrong match - a partner who doesn’t truly value them, expects too much, and gives too little in return.
Even worse, I see Boards expecting staff to go out and “find a partner” without any real support. No training, no insights into the corporate sector, no intel on the prospect. That’s a surefire path to disappointment - and burnout.
Over the past two decades, I’ve matched many of Australia’s most respected companies with incredible causes - Disney, Vodafone, Pfizer, Seek and more. The people inside these companies are, in the main, smart and generous. They genuinely want to make a social impact. But they’re also accountable. They’ve got KPIs, budgets, and bosses to answer to. If you haven’t done your homework on their business priorities, you’re not ready to meet.
When a non-profit walks into a meeting and just talks about themselves, it’s like those cringey moments on First Dates - you know the ones. Where one person talks endlessly about their hobbies, their job, their ex... and then is stunned when there’s no second date.
That’s what happens when charities focus only on their own needs and ignore the most important question: What’s in it for them?
That’s why students in the BePartnerReady.com® program don’t walk into their first meeting with a proposal. They present credentials. Why? Because you can’t propose a partnership until you understand what the company actually wants, and they know who you are and what you stand for. And that takes time, curiosity, and a well-crafted first impression.
Your goal in that first meeting isn’t a ‘yes’ to a multi-year deal - it’s a second meeting. To get that, you need to offer a smorgasbord of ideas and opportunities, so the company can tell you what they’re hungry for.
To tailor your approach, you must understand what purse they hold - a metaphor we use to determine what motivates them to invest in social impact. Their job title is often a clue. Our Four Purses Infographic explains it beautifully, download here for free.
The Credentials Presentation is part of Module 4 in our proven 7-step program. If you’d like a bigger-picture view of the process, check out our 30-minute webinar - it’s available on demand.
Wondering if your organisation is ready to step into the world of corporate partnerships? Take our Readiness Q&A - it’s a simple but powerful way to find out.
Hailey Cavill-Jaspers
