By Ken Koopman and Craig Ostbo, Principals, Koopman Ostbo Inc., Portland, Ore.
One thing we've learned about helping match corporations with nonprofits is that prospective partners are highly sensitive to lending their name, image and brand to another
organization. So, it's vital that both prospective partners clearly communicate who they are, what they want to achieve with the union and what each of them will do to make the
partnership work.
Koopman Ostbo Inc. (KO) represents Envada, Portland's newest dial-up Internet provider. Envada is a subsidiary of Molalla Communications Co., one of the Portland area's
oldest and most respected telecommunications cooperatives. Molalla Communications asked KO to help them communicate their desire to donate about 25% of Envada's monthly
subscription fees to the nonprofit or charity of each subscriber's choice. KO jumped at the chance to marry this philanthropic company with nonprofits selected by its Envada
subscribers. However, we quickly found that uniting a corporation with worthwhile nonprofits isn't as simple as offering them "free money."
Lessons learned:
- Many nonprofits were initially skeptical about aligning themselves with a "new" company like Envada. We had to be sure to communicate the strength and stability of the
organization--Molalla Communications--behind the philanthropic offer. - Several larger nonprofits indicated concern they would be endorsing Envada at the expense of other companies if they ran an article in their member newsletter about the dial-
up provider's charitable offer. To assist, we give nonprofits a suggested newsletter article that informs their constituents about the "giveback" program without necessarily
trying to sell them on it. - Finally, we gave partnering nonprofits an opportunity to link their Web site with, and post their logo on, Envada's site. This provides Web site visitors a chance to read
more about each partner nonprofit's programs and determine if the "pairing" enhances each other's name, image and brand.
Of the feedback we've received to date regarding Envada's charitable offer, Forward Stride Executive Director Trisha Thompson's remarks best articulate what we hoped to hear:
"It's an incredible model - one that I hope will be replicated by other for-profit organizations."