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The Final Information to Securing Company Sponsorships


As a nonprofit group, you’re most likely at all times looking out for brand spanking new methods to safe income in your trigger, and higher methods to enhance upon current efforts. One of the underutilized sources of nonprofit funding is company giving⁠—and inside that subcategory, company sponsorships might be a good way to go.

However what precisely are the alternatives obtainable, and the way can your crew go about securing company sponsorships to assist fund your mission? This information will give you all the pieces you must know by exploring the next key subjects:

Partnering with for-profit companies can usually be one of the vital profitable and impactful fundraising methods for organizations of all shapes, sizes, and causes. And don’t overlook⁠—taking part corporations profit enormously as effectively.

Let’s start our exploration of company sponsorships for nonprofits with the fundamentals.

What Are Company Sponsorships?

Company sponsorships are an especially widespread type of company giving program through which corporations present funding or assets to nonprofit companions. This usually takes place within the context of a selected fundraising occasion, marketing campaign, or venture.

For organizations trying to diversify their funding sources by exploring new streams of income, sponsorships generally is a excellent place to begin. And there are several types of company sponsorships obtainable, too⁠! These embrace:

  • Monetary — A enterprise supplies a financial contribution to a nonprofit group.
  • In-kind — A enterprise supplies donated items or providers to a nonprofit group (these are usually, however not at all times, associated to the companies’ trade).
  • Media⁠ — A enterprise contributes by funding the promotion of a nonprofit’s upcoming occasion by way of paid promoting channels.

Whatever the sort of sponsorship settlement between a corporation and a company accomplice, the frequent denominator is that the nonprofit receives some kind of assist from a (usually for-profit) enterprise.

Who Advantages From Company Sponsorships?

Many nonprofit fundraisers consult with company sponsorships as mutually useful relationships, which could even be thought-about a win-win state of affairs. The underside line is that each events profit considerably from taking part within the partnership.

Let’s check out key benefits seen by the 2 main stakeholders in a company sponsorship relationship:

  • Firms: Firms that sponsor nonprofits usually aren’t doing so simply for the sake of altruism⁠—although that may be a significant part of the motivation. However these companies additionally obtain elevated model reputations and public relations boosts, elevated ranges of company social duty, increased ranges of worker engagement, tax advantages, and extra.
  • Nonprofits: As a nonprofit, you may (understandably) be a bit extra centered on this aspect of the partnership advantages. Fortunately, they’re plentiful! Organizations obtain elevated funding for his or her causes by way of company donations, together with distinctive co-marketing alternatives from working alongside their company accomplice!

In some types of company giving, there are much more beneficiaries to the partnerships⁠—for instance, the businesses’ workers or the nonprofits’ donors. Typically these are even the identical individuals! Staff are capable of really feel an elevated sense of delight within the companies they work for when their employers participate in charity and different philanthropic alternatives. And donors are sometimes supplied with new methods to assist their favourite organizations⁠—equivalent to by way of an upcoming occasion sponsored by an area enterprise.

The 4 Phases of Securing Company Sponsorships

You perceive some great benefits of company sponsorship participation, and also you’re able to dive in. However the place precisely do you have to begin? We’ve damaged the method down into 4 easy steps!

1. Figuring out Potential Company Sponsors

Earlier than you possibly can safe company sponsors in your trigger, you’ll want a place to begin. Who’re your group’s splendid sponsors? Are these corporations inside a sure trade, location, or worth set?

Your priorities in finding the right sponsor can differ based mostly in your mission, the necessity you’re elevating funds for, and extra. Listed below are 4 elements to contemplate as you craft a listing of potential company sponsorships:

  • Well-liked corporations with beneficiant philanthropic initiatives ⁠— Check out lists of significantly charitable companies, and see if there are any that catch your eye. There are tons of free compilations on-line (like this one from Double the Donation) that may assist slender down your search!
  • Native companies in your group ⁠— Native companies usually love giving again to the communities through which they’ve established their very own roots. Remember to attain out to the mom-and-pop eating places, salons, boutiques, companies, and outlets in your neighborhood for potential sponsorship alternatives.
  • Firms you have already got connections to ⁠— Do a number of your donors, volunteers, or board members work for philanthropically-minded corporations? Has a selected enterprise supported one among your group’s fundraising efforts up to now? These sorts of current connections might be among the handiest methods to get your foot within the door with potential sponsors.
  • Firms whose missions align with your individual ⁠— On the subject of choosing and securing company sponsorships, mission issues. Should you run an animal rescue, you may need to attain out to pet provide retailers. Should you work with a nature conservancy, you may goal environmentally pleasant companies that construct sustainability into their practices. When your values overlap as such, these corporations will likely be extra inclined to assist your trigger.

It’s at all times good to begin out with a prolonged checklist of potential company sponsors. In spite of everything, some will say “no,” and others you won’t even hear again from. And that needs to be anticipated! However whenever you present your solicitation crew with a big selection of prospects, it may make rejections a bit much less discouraging.

2. Cultivating Enterprise Relationships

Like with any donation request, it’s necessary to have an current relationship with potential contributors earlier than leaping into the precise solicitation of funding.

So, what are you able to do to start growing company partnerships? Contemplate:

  • Asking a member of a potential sponsor’s crew to sit down down and chat with somebody out of your group, and focus on missions, values, and priorities.
  • Inviting a member of a potential sponsor’s crew to go to your group’s facility for a behind-the-scenes tour.
  • Offering a potential sponsor with fundraising influence supplies equivalent to your annual report, Type 990, and extra.
  • Taking an curiosity in a potential sponsor’s enterprise, methods, and targets.

Not solely are you more likely to win extra company sponsors this fashion, nevertheless it additionally helps set up a way of familiarity with every celebration, and makes the sponsorship really feel relational relatively than solely transactional.

3. Making a Worth Proposition

Your group’s (or particular marketing campaign’s) worth proposition is actually the reply to the enterprise asking, “what’s in it for me?” As a way to actually be a mutually useful relationship, the worth has to go each methods.

One of the frequent kinds of worth propositions is that of co-marketing efforts and improved model popularity. Right here’s an instance:

Let’s say that Linda’s Flower Mart supplies funding to assist set up a fundraising occasion for an area nonprofit of their group, Midtown Youth Heart. Now, Midtown Youth Heart will proceed to advertise its upcoming fundraiser by way of all of its advertising and communication channels. They need a major turnout, in any case, to gather as a lot further donor income as potential to assist bankroll their programming.

However don’t overlook the value-add for the flower mart, both! Linda’s firm’s brand is featured in all advertising supplies for the occasion as a key sponsor, making certain a wider viewers is uncovered to her firm and can contemplate her providers for future flower wants. The day after the fundraising occasion, Linda meets a brand new group of keen clients who report that they love procuring at native companies that proceed to provide again to their very own communities.

As you start crafting your group’s worth proposition for upcoming sponsorship asks, do not forget that that is one among your most important promoting factors. You’ll need to present taking part companies with ample benefits in order that they, too, see a return on their funding in your group.

Bonus tip! Remember that the profit to the company ought to not outweigh the profit to the group. If it does, the IRS might classify earnings as “unrelated enterprise earnings” (taxable) versus a “charitable contribution” (tax-free).

4. Making Your Company Sponsorship Ask

Now it’s time to make the precise company sponsorship request—and this may be essentially the most nerve-wracking step within the course of for a lot of fundraisers. Nevertheless, it’s additionally an important; you gained’t have sponsors in the event you by no means ask!

As you get up to now, contemplate the next finest practices:

  • Conduct a number of apply runs of sponsorship request conversations earlier than you meet with the companies in query.
  • Have your company sponsorship ask conversations in individual when potential. This makes the assembly extra private and helps put a face to your group.
  • Use volunteers to make the precise sponsorship ask! These people are usually not being paid to say good issues about your group, and that may make a distinction for individuals and companies contemplating contributing. Nevertheless, you’ll need to assist and put together your volunteers effectively for the state of affairs.
  • Provide numerous sponsorship tiers that align with different-sized budgets. Many companies will likely be curious about supporting your efforts, however won’t have the ability to swing the hefty price ticket of a high sponsorship package deal.
  • Emphasize your worth proposition. That is the tangible profit provided to companies contemplating a partnership and needs to be a primary focus of your conversations.

By incorporating the following tips into your company sponsorship technique, you’ll seemingly have the ability to safe a very good variety of high partnerships. However bear in mind, it’s additionally important that your crew is aware of how and when to take no as a solution. Some corporations merely gained’t have the ability to contribute on the time being⁠—however in the event you depart your dialog on a constructive observe, they’ll be extra more likely to contemplate partnering together with your group sooner or later.

The best way to Safe Extra Company Sponsorships: FAQ

Nonetheless have questions on securing company sponsorships in your nonprofits? Listed below are solutions to some frequent questions organizations have all through the method.

What ought to I do after securing a company sponsorship?

Let’s say you’ve come to an settlement with a company accomplice that has agreed to sponsor your group’s upcoming occasion. You is likely to be asking your self, “effectively, what now?”

After securing company sponsorships, it’s time to solidify your relationship with the corporate. Share assets about your group’s work, further engagement alternatives, mission success tales, and extra. Earlier than the occasion takes place, make certain each groups are on the identical web page with what precisely the sponsorship entails, together with logistics surrounding funding transfers.

As soon as the occasion concludes, you’ll need to proceed growing your partnership with the corporate. Sustaining a private relationship with those that helped you pull off your sponsored occasion after it’s over is crucial for displaying your appreciation for the corporate’s assist. And as an added bonus, they’ll seemingly be extra inclined to accomplice together with your crew on future endeavors!

How ought to we acknowledge company sponsors?

The methods through which your group acknowledges its sponsors will enormously rely in your nonprofit itself, the occasion or marketing campaign being sponsored, and the corporate you’re partnering with. For instance, in the event you’re internet hosting a group occasion, you may acknowledge a sponsor by offering them with a tent or different space to advertise their enterprise.

You’ll additionally need to needless to say some types of public acknowledgment could also be particularly specified by the sponsorship settlement between your group and the corporate you’re partnering with. This may embrace social media promotion, web site inclusions, house in tangible advertising supplies, occasion bulletins, and extra. Nevertheless, it’s at all times good to go above and past the required acknowledgment components to speak your appreciation to your company sponsors.

What are different high company fundraising alternatives?

Company sponsorships are on no account the one type of company fundraising price trying into. In case your crew is curious about further company giving applications (and significantly these which are straightforward to get related with), we advocate the next:

  • Matching presents
  • Volunteer grants
  • Worker donation stipends
  • Payroll deductions
  • Neighborhood grants

To not point out, numerous types of company giving alternatives usually overlap! For instance, research present that 85% of the highest matching present corporations additionally supply volunteer grant applications for his or her workers. And if an organization has proven explicit curiosity in philanthropy earlier than (equivalent to by way of any of the above-mentioned initiatives), they is likely to be more and more inclined to take part in a company sponsorship together with your trigger.


Extra Company Sponsorship Assets

Now that you’ve got a strong basis of data regarding company philanthropy, the advantages to everybody concerned, learn how to find alternatives and suggest partnerships, and extra, you’re able to get began. However your efforts in securing company sponsorships on behalf of your group are simply starting!

Fascinated about studying extra concerning the important influence that company sponsorships can convey to nonprofits like yours? Discover different high company fundraising assets right here:

  • 14 Necessary Inquiries to Ask About Matching Items. Matching presents are one of the vital widespread types of company philanthropy, and company matching and sponsorships go hand in hand. Dive into the significance of matching presents and learn how to enhance your group’s income by way of this supply.
  • Company Philanthropy: The Final Information to Giving. Searching for further company giving alternatives to profit from in your trigger? Try Double the Donation’s full useful resource of suggestions, tips, instruments, and extra to make sure your crew is ready to leverage this incredible income.
  • Is Trigger Advertising Proper for Your Nonprofit? Trigger advertising is without doubt one of the most impactful drivers of company sponsorships. Making a plan for this technique is crucial for partnering with corporations that finest align together with your group’s values and receiving important advantages in return.
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