At our recent Breastfeeding Family Friendly Communities (BFFC) Implementation Leaders Collaborative Round Table, we explored a central question in our work:
“How do we engage with businesses?”
For many of us, that engagement begins with the Community Partner Award. In Durham, they have spent a lot of time reflecting on the word partner. When a business becomes a Community Partner, “we truly mean it.. It’s a mutual relationship.” These businesses are part of their ecosystem: welcoming breastfeeding patrons, supporting lactating employees, and helping to build a community where families thrive.
However, not everyone sees the award in quite the same way. Some coalitions view focus on the award—a visible recognition that a business receives for creating a welcoming environment. Both perspectives are completely valid. What became clear in our round table is this: what works best depends on your community. Some communities are driven by reciprocal partnerships; others by public celebration. Each approach has the same goal—to create supportive, inclusive spaces for families.
This sparked a rich and generous discussion among leaders about what meaningful business engagement looks like—and how we can keep that engagement rooted in respect, reciprocity, and care.
Key Themes from the Discussion
1. It’s All About Relationships
Everyone agreed: The real work isn’t the cling, the form, or even the initial visit—it’s the feeling a business is left with after talking to us. That feeling can determine whether they stay engaged or quietly disappear.
We emphasized the importance of leading with appreciation and focusing on how we can add value to a business, not just make a request. One leader shared:
“When I ran a small business, what I really needed was visibility—advertising, community connection, help supporting my staff.”
This sparked ideas for how coalitions can support businesses: by offering low-cost advertising, sharing lactation policy templates, providing posters on lactation rights for employee lounges, or inviting business owners to be featured in a newsletter.
2. Reframing the Ask: From ‘Support’ to ‘Welcome’
Several participants shared that the language we use matters. Shifting from asking businesses to “support breastfeeding” to asking them to be welcoming to breastfeeding families makes the ask feel more accessible and aligned with what many business owners already want to do.
This reframing helped create a shared understanding: our campaign is not a compliance checklist—it’s an invitation to be part of something positive, visible, and community-centered.
Local Challenges and Shared Strategies
During the round table, leaders surfaced several ongoing challenges—and shared creative strategies for addressing them.
Challenge 1: Keeping Businesses Engaged Over Time
- Businesses are busy. After they sign up, it’s easy for the connection to fade.
- One solution is to create a rhythm of regular contact: newsletters, check-ins, and celebrations.
- Success Strategy: Add all new Community Partners to a mailing list and make sure they are publicly recognized in newsletters and social media.
Challenge 2: Lack of Awareness
- Many businesses are unaware that they can play a role in reducing infant mortality.
- Success Strategy: Use this as an opening! “Did you know you could help lower infant mortality just by welcoming breastfeeding families and displaying this cling?”
- Leaders emphasized how this becomes a joyful, educational opportunity, not a burden.
Challenge 3: Business Owners Are Hard to Catch
- The right time to connect matters. Leaders recommend trying 10:30–11:30 AM or 1:30–3 PM, and occasionally Saturday mornings or evenings.
- Success Strategy: Be flexible, try varied hours, and track what works in your area.
Challenge 4: Sustaining a Team to Do the Work
- This work is never “done,” and the team can change frequently.
- Leaders shared that students and volunteers can be incredibly helpful. Designating a consistent outreach window (like Thursdays from 10–4) helped maintain momentum.
- Bonus Tip: Plan your day to include rest—grab lunch at a newly enrolled Community Partner, take photos, and enjoy the process.
Local Celebrations: Filling Our Cups With YES
One of the most energizing parts of the discussion was celebrating just how many businesses say yes.
While so much advocacy work can feel like pushing against resistance, local businesses often welcome this work with enthusiasm. They want to be part of the solution. They want families to feel comfortable and cared for. And they’re proud to be recognized.
Build Relationships First, Recognition Second
Whether we’re talking about filling out forms, posting clings, or creating policies, every step of this work begins and ends with relationships. We’re in the business of building community. A special thank you to our communities for all the incredible work you do each and every day.