Rethinking ROI

At a quick glance, the relationship between businesses and nonprofits could be viewed as one-sided. The nonprofit makes the ask, the business supports the cause, and both move on to the next meeting, event, or campaign. Although that model can produce good results, it also limits the scope of possibility

When philanthropy is viewed simply through an “asking” lens, the main focus can be placed on the resources themselves versus the impact those resources, and partnerships, may hold. In those instances, the relationship becomes transactional instead of collaborative, when in reality, both sides have the ability to bring equal value to the table. When both parties’ strengths, expertise, and motivations come together for a collective good, that’s when the magic can happen.

Developing a deeper understanding of the power behind industry and nonprofit partnerships has significantly changed the way I approach my work. Early in my career, I believed fundraising was about creating a compelling case for support, hoping it aligned with a donor’s priorities, and making the ask. Now, when I walk into donor meetings, my focus is not on “making the ask,” but on creating opportunities for industry partners to make change happen in their community, and sometimes, even within their own organization. My role is to listen, to understand what areas of impact matter most to them, and to design a path that helps them achieve their philanthropic and community goals.

It’s a small shift in thinking, but it changes the entire dynamic. In this model, a nonprofit’s role is not to solicit but to collaborate. As nonprofit professionals, we have the privilege of connecting business goals with solutions that create lasting change and impact.

At Rock Valley College (RVC), we see this approach in action through our partnership with Advanced Machine & Engineering (AME). When AME recognized that a shortage of skilled workers in manufacturing was affecting the region’s growth, they joined forces with RVC to create a long-term solution. Through a strategic partnership between AME and Rock Valley College, both parties developed an apprenticeship program that gives local students the chance to learn technical skills in real-world settings while earning college credit. Students in the program graduate prepared for high-demand careers and have the opportunity to go on to work for AME full-time.

The company’s investment extends beyond the apprenticeship. Through their named scholarship with the Rock Valley College Foundation, AME helps remove financial barriers that might otherwise keep students from pursuing a career in manufacturing. The impact can be seen in the increased confidence levels of our students who are gaining hands-on experience, earning desirable credentials, and building brighter futures close to home. We also see it in a local employer who has a heart for their community and no longer has to look beyond our region to find skilled, motivated workers.

This relationship is a clear example of what can happen when a business and a nonprofit move from transaction to collaboration. Every nonprofit, regardless of mission, offers an opportunity for businesses to see their resources translated into impact that benefits both the community and their organization. When purpose and partnership align, results follow.

True ROI in this work is not measured in dollars and cents but in lives changed because of generosity put into action. The value is seen in stronger families, healthier neighborhoods, and communities that thrive because people chose to invest in them.

This is what it means to rethink philanthropic ROI. Nonprofits can, and should, be collaborators, catalysts, and trusted partners.

The Rock Valley College Foundation builds regional relationships and secures resources to advance RVC and its students. Together with their community of donors and education champions, the foundation helps remove financial barriers and expand access to education.

The views expressed are those of the author(s) and do not necessarily represent those of the Greater Rockford Chamber of Commerce.