Insights

5 things to think about when choosing your charity partner

So, you’ve decided it’s time to commit to a charity partner. Bravo! But hold your horses; this is not the time for impulsive decisions. It’s like choosing a Netflix series—there’s a lot out there, and you don’t want to be stuck with something that doesn’t match your vibe.

At Program, we recently found our match in First Light, a South West charity supporting anyone facing domestic abuse or sexual violence. Wondering why? Take a seat, and our Good Causes Champion, Emma, will share our insights on how we came to our decision. 

1. Values, values, values

When choosing a charity partner it’s vital that your values align with theirs. This ensures a shared vision and a unified commitment to the cause, fostering a deeper connection that will shine through in messaging to your audiences. Remember – conveying authentic brand values is more important than ever in a world where communications are becoming increasingly AI-generated. A combined and authentic voice can shout much louder than a single, artificial one. At Program, we found the perfect partner in First Light. They share our passion for making the world a brighter place and putting people at the centre of what they do. 

2. Team compatibility

Choosing a charity partner with a compatible and dynamic team is about ensuring that the collaboration elevates both organisations. It’s about fostering a sense of unity, mutual understanding, and a shared commitment to making a meaningful difference. First Light doesn’t just have a stellar mission; their team’s dynamic energy is the perfect match for ours, making creativity and collaboration possible. When finding the ideal charity partner, consider the strengths within both teams and identify areas where you can utilise talents. Where can your team’s expertise help amplify the charity message? 

3. What’s in the (goodie) bag?

Delving into what’s in the proverbial “goodie bag” when choosing a charity partner requires a pragmatic approach— how can the partnership work for your business?  At Program, our approach to partnering with First Light involved assessing not just the potential impact of the partnership but also the strategic alignment with our organisational goals. Ask yourself – ‘Do the charity’s goals align with any previous projects or campaigns you’ve managed?’. Our prior experience with a campaign centred around harrasment for the Safer Exeter Partnership suited First Light’s objectives to tackle domestic abuse or sexual violence.

4. The way they roll

Every organisation has its own style. You need to ensure their way of working suits yours. Aligning working approaches establishes a common language that reduces the likelihood of potential partnership hurdles. It’s about finding a charity that not only shares your passion for the cause but also approaches problem-solving and implementation in a way that resonates with your organisation’s ethos. First Light’s approach is refreshingly hands-on. No bureaucracy, no red tape—just a bunch of passionate people getting stuff done. At Program, we’re all about getting to the heart of what really matters for your marketing. 

5. The ‘X’ factor

The ‘X’ factor in a charity partnership is a special ingredient that elevates the collaboration to something more. It’s the sparkle, the enthusiasm, the creativity, the unwavering passion for making a difference. This transforms the partnership from something transactional into a dynamic force for positive change. First Light have more than just a mission; they bring a bold attitude towards speaking up against sexual harassment and violence towards women and men. It’s what makes their charity stand out that made us choose them. 

In the end, picking a charity partner is like finding a perfect match for doing good. Our journey with First Light at Program isn’t just about giving back; it’s about leaving a lasting positive impact. So, as you start your charity quest, keep it honest, meaningful, and authentic to your brand. Best of luck in your partnering journey!

Discover more about First Light.