Scaling Mission and Profit: Cynthia Currence on Rethinking Nonprofit Partnerships

In this episode of UrbanEBB, we discuss the art and strategy of building partnerships that move beyond transactional sponsorships and into transformational collaborations.

Rico Figliolini’s guest, Cynthia Currence, is the author of “Beyond Checks and Halos: Insights into Elevating Partnerships and Achieving the Improbable” and brings decades of nonprofit leadership experience, including 18 years with the American Cancer Society.

Cynthia has helped organizations turn modest offers into multimillion-dollar agreements, proving that when nonprofits think and operate like businesses, they can unlock opportunities far greater than they imagined.

From negotiating a $15 million corporate deal with Citibank to helping Feeding America scale from $20 million to $2 billion, Cynthia’s stories are a masterclass in identifying organizational assets, aligning with corporate needs and protecting brand integrity.

Whether you’re leading a national nonprofit or a small community-based organization, Cynthia’s approach shows that the right partnership can multiply both mission impact and business value.

Timestamp:
(00:02:17) Cynthia’s career in nonprofit leadership and marketing strategy
(00:06:47) Writing “Beyond Checks and Halos” — from idea to published book
(00:13:37) Partner motivation and aligning with corporate ROI
(00:17:30) Turning a 15-minute pitch into a $1.5 million deal
(00:20:47) Case studies of successful and unsuccessful partnerships
(00:24:50) How small nonprofits can apply these strategies locally
(00:28:31) Feeding America’s transformation into a $2 billion organization
(00:32:09) Setting criteria to protect your nonprofit’s brand
(00:33:50) Speaking engagements, board trainings and ways to connect with Cynthia

Five Key Takeaways:
1. Think Like a Business – Nonprofits must identify, understand, and value their assets just as a for-profit would—and match them to the right corporate needs.

2. Scale with Strategy – The same questions and frameworks that work for billion-dollar organizations can be applied to local nonprofits for meaningful growth.

3. Prove the Value – Research and data can transform a modest licensing offer into a multimillion-dollar agreement by showing measurable ROI for corporate partners.

4. Protect the Brand – Establish clear criteria to ensure partnerships align with your mission and avoid reputational risks.

5. Trust is the Foundation – Strong, long-term collaborations require building genuine relationships where both parties feel safe sharing goals and challenges.

Resources:
Cynthia Currence website: CurrenceAssociates.com
“Beyond Checks and Halos” (Amazon): amazon.com/Beyond-Checks-Halos-Partnerships-Improbable/dp/B0DT2L35SV