(Not) pitching for a partnership
A lovely new board member has kindly made an introduction with the HR Director of a large local firm. Securing a meeting with this potential corporate partner can feel like a win in itself. Their curiosity has been tickled enough for them to agree to meet and they are offering you some of their precious time.
I’ve been there. I’ve been so overcome by excitement that I wanted to present a full portfolio of partnership opportunities. This excitement was understandable. I wanted to make sure I shared the whole story. From the impact the charity makes to the fundraising and volunteering opportunities. Getting across the passion I had for my charity and its cause was all that mattered to me. I wanted to prove that we were ready to partner.
What an absolutely perfect way to put someone off!
The real opportunity in that first conversation isn’t to sell a partnership. It’s to design one together. This starts with better questions.
Shift from “How can we partner?” to “What matters to you right now?”
Instead of jumping straight to your offer, begin by exploring their world. Before you dive into asking about the business, find out what their role is. Ask about the challenges they’re facing. These don’t even need to relate directly to corporate social responsibility or employee engagement.
Questions like:
What are you looking forward to?
What are your priorities at the moment?
What pressures are you under as a team or organisation?
What does making an impact in your community look like for you right now?
This does help to build rapport but it’s not just small-talk. They’re insight‑gathering tools that help you understand barriers and opportunities. They might even help you start thinking whether a partnership with this company is going to be a good fit.
Explore what’s already happening
Before you propose they do anything new, understand what’s happening now.
What are you doing at the moment?
What’s worked well?
What hasn’t?
Where are the unknowns?
This is where you start spotting gaps, strengths and challenges. You’re not just collecting information — you’re building clarity. You’re testing ideas gently: “Does this mean that…?” or “How does this sit with you?” These small reflections help both sides see possibilities more clearly.
Look for common ground
As you listen to their answers to understand more, are they driven by customer loyalty? Employee wellbeing? Brand reputation? Community impact? Something else entirely? Your job in the meeting is to find where your charity’s purpose meets their business goals.
Remember the practicals
Before you wrap up, ask about:
Decision‑making
Timing
Who needs to be involved
These details keep momentum going and help to stop future conversations from stalling.
One powerful question to end
“What would be the most useful next steps for us to take?” This question turns a good meeting into a forward looking one. You are signalling collaboration, not putting them under pressure. It keeps the door open to move foward.
Partnerships aren’t sold — they’re designed together. It all begins with you asking the right questions.
If anything resonates here as you develop your corporate partnerships, I’d love to chat to find out how I can help
Email me to arrange a call maralyn@partnershipbee.co.uk