Curious about what nonprofits need from business partners? Read on for some helpful tips on how the business community can build meaningful, long-term relationships with nonprofit partners.

1. Be Real: Our organizations are expected to be honest, intentional, and authentic when engaging with the community (especially vulnerable and underrepresented groups). To communicate on our level, bring your whole self and speak truthfully. This is the best way to demonstrate values-alignment, even if we operate in very different worlds.

2. Value Partnership Over Transactions: Nonprofits hear a lot of product pitches for one-size-fits-all solutions. Demonstrate your willingness to partner by providing customization and ongoing support. Many nonprofits have done business with savvy startups that got acquired or pivoted to raising capital and then left them high and dry.

3. Provide Implementation Support: Nonprofits are often short staffed and lack the internal resources to dedicate staff time to fully operationalizing a new product or service. Take a little extra time to make sure everyone understands who you are, what you do, how they'll use it, and where they can get help.

4. Sponsorships and Donations Matter: Yes, we're already doing business with you. But more often than not, funding for products and services comes with restrictions and clear rules around usage. Sponsorships and donations provide a source of unrestricted funding for organizations, which we can use toward things like staff salaries (yay) and other overhead expenses. Unrestricted funding helps organizations thrive in a competitive labor market.

5. Patience: Procurement and contracting take time, and the Board of Directors is often involved in large purchasing decisions. Fiscal year timing and budgeting may also influence purchasing power within a given time frame. Don't give up hope if your lead goes cold. Stay in touch, be patient, and ask for updates.

6. Understand the Mission: Nonprofits are often working on the frontlines of really complex problems. Knowing your market means understanding the people served by an organization. Understanding their needs will not only foster greater compassion, but will also help you better connect with an organization's priorities and service model.

7. Focus on Long-Term Partnership and Collaboration: Find opportunities to deepen your engagement (serve on a board!), make honest asks, build trust, and look for ways to support an organization's impact. In turn, organizations can provide you with meaningful introductions, work with you to start new initiatives, and give you a seat at the table in community conversations.

Interested in becoming a Business Affiliate Member with UNA? Learn more here.