To be in with a fighting chance of securing and building a long-term corporate partner you’ll have to think more strategically - and stop going just for the cash, says Anne Shinkwin of charity Ambitious about Autism.

Here are some top tips for building a long-lasting relationship with a prospective corporate:

Think beyond cash

Getting cash from a corporate is great, but beyond cash, there are many ways in which a corporate partnership can add value to your organisation: they can provide skills and expertise; donate gifts in kind; help raise awareness of your cause; supply you with volunteers from their staff; and much more. Not only can all of these things be attributed a financial value (sometimes worth more, in the long run, than cold hard cash alone), they are actually often more attainable - with the right attitude and approach. These can also be a good entry point to a partnership.

Look for a good fit

Seek out companies whose business aligns somehow with your cause. Many of the most successful partnerships are found where there is a good strategic fit - whether there’s an obvious rationale behind it (such as Samaritans and Network Rail), or something a bit ‘different’ and/or innovative (Innocent Smoothies and Age UK, for example). A good fit can also be found through each sharing skills and expertise that might be of use to each other.

Think about the corporate’s needs

Remember, it’s not just about what your corporate can do for you, it’s what you can offer them in return. Sit down with them and really take the time to understand what it is they want to achieve. What are their current business objectives, needs and priorities? You need to know these in order to understand where you might fit into the bigger picture.

Agree your joint objectives - and manage expectations

Once you understand what it is their needs are, set out clear plans for how you’re going to work together. Who is going to be responsible for what? What are your timescales, and how will you measure success? How things will be signed off? Be realistic and don’t over-promise: be sure you can deliver what you’ve said you can.

Work out how you can leverage each other’s skills and resources. Do their staff, for example, have wide access to the public and so could you, rather than spending money on a marketing campaign, give those staff some basic information that they can pass onto those people to help raise awareness of your cause (for example, Boots and Macmillan)? Or could you use their offices for holding meetings with prospective donors or events?

Communicate regularly and openly

Maintaining day-to-day contact is vital. Be honest and transparent - so that any issues that arise can be addressed swiftly, before they become a bigger problem. Keep your corporate partner updated on developments within your charity. Be constantly evaluating how the partnership is going, and be flexible and adaptive.

Inspire and involve your corporate partner

Don’t just stop at partnership-related discussions: Arrange for your key contacts and other staff members in your corporate partner to meet your volunteers and other supporters and stakeholders. Invite them to appropriate events, include them in your newsletters, and offer them the chance to meet your beneficiaries out in the field. Build relationships between staff at all levels. Make them feel truly wedded to your organisation; this will inspire both enthusiasm and loyalty.

Anne Shinkwin, Director for Fundraising for Ambitious about Autism

For more guidance on getting started with corporate fundraising, read our special focus guide: How charities can get involved with corporate partnerships