The approach many nonprofits take to attract corporate support appears to be sending out multiples of mass produced sponsor material in hopes of garnering a donation; after all they have so much money–certainly they can give you just a little, right?
You have a much better chance of attracting corporate support by thoughtfully identifying a handful of companies that naturally align with the nonprofit mission, and then crafting individual communication for each of them.
If you are involved with a nonprofit looking for a corporate partner, consider:
- To whom does your mission matter most?
- Who is in your circle–musicians? moms and dads? environmentalists?
✓ Illustrate to the company how your mission is relevant to their market and their customers.
Where do you deliver your programs:
- Locally, regionally, globally?
✓ Show how the nonprofit is a good match to the company in size and scale.
Research opportunities to partner horizontally across the company:
- Does the company have the expertise to help the nonprofit improve its supply chain or to expand into a new market?
- Can you support their business model in return; are there services the nonprofit can provide to the company’s customers or employees?
- Can you introduce the business to a new audience or deepen its relationship with a constituency that is valuable to them?
✓ Share analytics that quantify the nonprofit’s reach through social media, the press and newsletters.
Your goal is to build a meaningful, long-term and genuine relationship between the nonprofit and the company. Always remember, you are looking for a marriage—not a one night stand.