Inside a Corporate Partnership
A recent Wall Street Journal op-ed looks at a parternship between a small non-profit and a corporate giant
Recently, I came across this op-ed piece by Robert Woodson Sr. and Gregory L. Snyder in the Wall Street Journal (this piece may be paywalled for some users). The article in general talks about how many advocacy-based nonprofit organizations often find large corporate partners, often publicily maligned for wrong doing, to help fund projects and activiites in underserved communities.
In particular, the piece chronicles the transformative journey of HSBC Bank, initially accused of "predatory lending," and its subsequent partnership with the Woodson Center, a nonprofit organization. This partnership revitalized one of the poorest communities in the United States, providing crucial insights for leaders of small nonprofit organizations. While many of us may not have the exact context of the Woodson Center, nor a benefactor the size of a large international bank, it is still worth time exploring the most important and practical lessons from this case study, emphasizing the need for community-centered approaches, measurable impact, and genuine collaboration.
Lesson 1: The Limits of Appeasement
One crucial lesson for small nonprofit leaders is the futility of appeasement when faced with criticism or activism. HSBC's initial attempts to appease activists did not stop the attacks. Small nonprofits may also encounter criticism or resistance in their efforts, especially when working with corporate partners. Instead of seeking to appease detractors, leaders should focus on the core mission of their organizations and the communities they serve. At the same time, nonprofits are not required to be in the business of “reputational rehabilitation” of corporate partners. If the corporate partner might provide more pain than possibility, it may be a partnership not worth pursuing.
Lesson 2: The Power of Authentic Partnerships
The HSBC-Woodson Center partnership exemplifies the transformative potential of authentic collaborations between corporations and nonprofit organizations. Small nonprofits should seek partnerships that align with their mission and values, emphasizing authenticity and mutual commitment to achieving positive outcomes.
Lesson 3: Community-Centered Approaches
Perhaps the most profound lesson from the HSBC-Woodson Center partnership is the importance of community-centered approaches. Small nonprofit leaders should prioritize listening to the needs and voices of the communities they serve. Change must come from within the community, and solutions should be driven by those directly affected by the issues.
At the same time, small nonprofits can be a productive voice for their communities to their larger corporate partners; being that voice at the table for underserved communities can help lend important insights that corporate partners may never have the chance to learn.
Lesson 4: Building Trust
Building trust is paramount for nonprofit leaders. Trust was the cornerstone of the HSBC-Woodson Center partnership. Small nonprofit organizations must establish and nurture trust within the communities they work with, as well as with potential partners and donors.
Lesson 5: Creativity and Resource Alignment
The HSBC-Woodson Center partnership demonstrated the power of creativity and resource alignment. Small nonprofits often face resource constraints, but creative solutions and resource alignment can maximize impact. Leaders should explore innovative ways to address challenges and leverage available resources effectively.
Lesson 6: Measurable Impact
HSBC's journey with the Woodson Center emphasized the importance of measuring the impact of social initiatives. Small nonprofits should develop robust measurement frameworks to assess the effectiveness of their programs and initiatives. This data-driven approach helps in demonstrating tangible results to stakeholders and donors.
Lesson 7: Community Engagement
Community engagement was a fundamental aspect of the transformation in Lowndes County. Small nonprofit leaders should actively engage with community members, involve them in decision-making processes, and ensure that their work aligns with the community's needs and aspirations.
Lesson 8: Political and Public Relations
The HSBC-Woodson Center partnership also highlights the significance of political and public relations in achieving long-term goals. Small nonprofit leaders should consider forming alliances with public officials and advocating for their causes effectively, recognizing the potential impact of policy changes on their communities.
Lesson 9: Long-Term Commitment
The five-year, $5 million partnership between HSBC and the Woodson Center underscores the importance of long-term commitment. Small nonprofit leaders should be prepared for sustained efforts, as transformational change often takes time. Short-term solutions may not yield lasting results.
Lesson 10: Leveraging Private Sector Resources
The partnership's success was a result of linking private sector resources with community-driven initiatives. Small nonprofits should explore partnerships with businesses and corporations that share their values and objectives, as such collaborations can amplify their impact.
Conclusion: A Roadmap for Small Nonprofit Leaders
The HSBC-Woodson Center partnership provides a compelling roadmap for leaders of small nonprofit organizations:
Authenticity and Values: Prioritize partnerships and collaborations aligned with your organization's mission and values.
Community-Centered Focus: Place the community at the center of your efforts, listening to their needs and empowering them to drive change.
Trust-Building: Foster trust within the community, with partners, and with stakeholders to build a solid foundation for your work.
Creativity and Resource Alignment: Seek creative solutions and align available resources effectively to maximize impact.
Measurement and Data: Develop robust measurement frameworks to demonstrate the impact of your initiatives.
Community Engagement: Actively engage with community members, involve them in decision-making, and ensure your work reflects their aspirations.
Advocacy and Alliances: Recognize the potential of political and public relations in advancing your mission and forming alliances that can further your cause.
Long-Term Commitment: Be prepared for sustained efforts and understand that transformation often requires a long-term commitment.
Leveraging Private Sector Resources: Explore partnerships with businesses and corporations that share your values to expand your reach and influence.
In a world where small nonprofit organizations face numerous challenges, the HSBC-Woodson Center partnership serves as a beacon of hope and a source of invaluable lessons. By embracing these lessons, small nonprofit leaders can better navigate their unique challenges and work toward creating lasting positive change within their communities.
The Weekly Notebook
A few notes and ideas of things I am seeing and hearing on the nonprofit world.
Our Other Publication is Growing!
I recently started a new substack that is focusing on my work here in my hometown of Troy, Ohio and it is growing like the grass in yard after the much needed rain this week! The Civic Capacity substack has been stewarding the positive energy that came from a close Mayoral election into productive conversations about our community. Even if you aren’t from the Troy community, I do believe you will find some interesting ideas and concepts about local government and I would love for you to be a part of the conversation we are having over there!
Please check it out and let me know what you think! You can find it here:
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How Can We Work Together?
Did you know that Pinnacle Strategies works individually with nonprofit and public sector leaders to help them solve problems, achieve goals and gain confidence in their roles?
Why?
Because, this work is hard and it’s often a lonely road. Our nonprofit and public sector leaders need people that they can talk to to get solid advice and encouragement to do the work that is in front of them. If you feel that this can be of value to you, or a member of your team, please reach out to pinnaclestrategiesltd@gmail.com and let’s talk.
Ready to Learn Something New?
One of the prettiest cities in the Midwest is Indianapolis and travelling there can open a perfect opportunity to sharpen your skills and meet new professionals in the field. I would encourage you to look at some of the offerings of The Fund Raising School at the Lilly School of Philanthropy at Indiana University’s campus in Indianapolis. The professional development school has great programming both on-line and in-person both in Indianapolis and at other sites across the country. Take a look at their course offerings here!
Online Learning Options from Texas A&M Announced
If travelling for professional development isn’t in the cards (or the budget), the Center for Nonprofits at Texas A&M University has some great offerings! I recently enrolled in one of their certificate programs and really enjoyed the online format and the online discussions that were developed. It was time and money well spent and I would highly recommend this program, especially for early or mid-career professionals. The next session begins in early February and you can learn more here!
Other Ways to Connect
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