By Michael Odom, Senior Vice President

In today’s nonprofit environment, strategic partnerships are essential to growth, visibility, and long-term impact. Corporate, business, and community partners who support nonprofits don’t just want their name on a banner. They want to be engaged. These partners contribute far more than funding. They bring influence, volunteers, board leadership, networks, and credibility. And when nonprofits actively spotlight and amplify their partners, it deepens relationships and significantly extends their reach.

Whether it’s a local business, corporation, neighborhood group, school, faith organization or fellow nonprofit, these partnerships play a vital role in achieving shared goals. In a time where audiences value authenticity and transparency, clearly communicating how and with whom you are doing the work can make all the difference.

Here is why this matters now and how your organization can do it effectively.

Why It Matters

1.    Trust is built through community, not isolation: When nonprofits acknowledge and elevate the contributions of others, it signals humility, collaboration, and credibility. It says, we do not do this alone.

2.    Funders and supporters want to see collective impact: Stakeholders increasingly want to understand how organizations are aligning efforts and resources. Shared goals and partnerships show strategic thinking and long-term vision.

3.    Your partners are your best ambassadors: When you highlight your collaborators, they are more likely to do the same for you. This helps extend your reach, visibility, and community goodwill.

Tips to Spotlight Partners and Community Voices
 

1.    Make it a habit, not a one-time gesture: Don’t just thank partners during an annual event or campaign. Regularly include them in your social media, newsletters, blog posts, and press releases. Consider a partner spotlight series.

2.    Use co-branded storytelling: Share stories that demonstrate your shared impact. Whether it is a testimonial from a family served or a behind-the-scenes look at a joint event, visuals and quotes from both organizations can go a long way.

3.    Invite your partners to speak for themselves: Give partners a platform in your communications. This could be a guest blog post, a shared video message, or a feature in a donor thank-you campaign. Let their voice come through in their own words.

4.    Celebrate wins publicly and genuinely: Acknowledge milestones, awards, or initiatives from your partners. It shows you are invested in their success, not just your own.

5.    Involve partners in strategic messaging: When planning a big announcement or campaign, consider how your partners can contribute. They might help amplify your message or offer additional value by speaking to the impact you have created together.

In a world where noise is constant and attention is fleeting, the organizations that rise above are the ones that focus on collaboration over competition. By lifting up the voices of your community and your partners, you are not just enhancing your communications. You are strengthening your mission and deepening your roots.

Michael Odom is a Senior Vice President at Marx Layne & Company and has more than 25 years of communications experience. He brings a strong background in the nonprofit sector and leads the agency’s nonprofit division.