How to Approach Corporate Sponsors
by Amy Casey
Don’t be shy. You have great value to offer to businesses, so get that idea firmly in your mind before you approach a potential business sponsor. Many companies have community outreach programs or at least understand the importance of getting involved with great non-profit organizations. Here’s just some of the things that you offer to businesses:
- Access to a new audience – all your members and supporters
- Great public relations in the community
- Loyal customers – community outreach builds business
- Inexpensive advertising
- Potential tax benefits of donating to a non-profit organization
Make it a community effort to brainstorm about companies. Look to the people in your organization, including board members, clients, donors and volunteers. Ask everyone involved for ideas and to approach the people they know. Do your board members own businesses or work for companies that would be good partners? How about members of the community? If your organization helps kids, ask their parents to get involved through their own companies or employers. Compile a list of companies along with the names of the people to contact.
When considering the businesses to approach, think about the values of your group. What businesses share those values? Be creative about who you approach. For instance, for sports-related clubs, think beyond just the local sports store to include companies such as apparel companies, energy bar manufacturers, even grocery and discount stores.
Decide what your goals are and what you will ask of the company. Offer a range of financial commitments to choose from, just as you would an individual donor. These options might include donating coupons or gift certificates as well as monetary donations. Do you want a one-time donation for an event or do you want to develop an ongoing relationship with the company?
Also decide on how to acknowledge your donors, and let them know. A large logo in newspaper announcements and banners at your events may motivate businesses to donate a larger amount. You can also recognize donors on your web site and in newsletters and e-mail messages.
Rather than asking simply for a check, think about becoming a partner with businesses for the benefit of both. In a partnership, you help each other. For example, a business may have experience with marketing that your organization lacks. Ask for help in designing your communications and reaching your audience. In return, your organization has contacts in the community and with other non-profits that could help your business partner. Offer to help with their marketing and outreach efforts.
When you’ve decided on the companies to approach, call the contact person to set up a brief meeting to talk about forming a partnership with your organization. When you meet, be considerate of their time and be as concise as possible. Briefly explain your organization and its mission, and be clear about what you need and what you offer to the company. Be prepared to leave some information, including your background and track record, past fundraisers and testimonials from your clients and other sponsors. Ask for their input – they may have great experience and ideas. Collaboration builds trust for a long-term partnership.
Remember to have some fun let the passion for your cause show. Your excitement can be a powerful call to get involved.
Amy Casey is a Fundraising Coach and co-founder of Raising Greater Funds. Download the free Fund Raising Event Workbook and find great fundraising ideas and low-cost training even your non-profit budget can love!
