Knowledge base
Corporate sponsorship is defined as "a form of advertising in which companies pay to be associated with certain events." Remember that unlike grants, sponsorships are awarded as much for the benefit of the sponsor as of the cause. You will have to make the case as to what benefits you can offer the sponsor besides the good work you do.
There is no directory of corporate sponsorships, but here are a few ways to research and identify potential sponsors:
- Focus your search on businesses that might want to reach the audience your organization serves or that have demonstrated an interest in your cause or community. For example, Habitat for Humanity counts among its sponsors several home improvement or building supply companies.
- Don't overlook small businesses in your community; although some may not be able to donate cash, they may be a great source for in-kind gifts.
- Contact companies that employ your donors, board members, and volunteers. In other words, where you have a personal connection.
- Consult a company directory like Corporate Affiliations, which provides information on thousands of top companies and their key personnel, so you can find who to approach.
- To find corporate funders and details about their giving programs, consult Foundation Directory.
Learn more about corporate fundraising withIntroduction to Corporate Giving, available free as an online webinar or an in-person class.
See also our related Knowledge Base articles:
- Where can I find examples of corporate sponsorship levels?
-What is cause-related marketing?
-Where can I find information about planning special events?
Explore resources curated by our staff for this topic:
- Nonprofit Hub
*The Keys to Setting Donor Levels (and Why You May Need to Rethink Them)
Setting the right donor levels can make or break a donation, and too many organizations are not strategic when it comes to setting donor levels, and as a result, they miss out on key donations. Suggests giving each prospect a customized number and list of benefits.
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4 Tips for Rock-Solid Corporate Partnerships
Just like a free lunch, there’s no such thing as a free sponsorship. Businesses want to partner with nonprofits when they know it will benefit their organization as well. Making the mental leap from “sponsorship” to “partnership” is an important step for nonprofit professionals looking for new funding, marketing, and engagement opportunities.
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Eight ways to make corporate partnerships work for your charity
Be creative and engage a company's employees to make your corporate partnership a success.
- Kim Skildum-Reid's Power Sponsorship Blog
The Problem with Sponsorship Levels
Sponsorship consultant recommends sponsorship "bands" or sponsorship packages highly customized to the sponsors' needs. Makes the case that best practice now requires all significant sponsorship offers to be highly customized to the sponsor’s specific needs.
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TheShareWay Directory
Free, online directory of companies who donate to nonprofits, offering food, beverages, auction and raffle items, and more.
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The Sponsorship Seeker's Toolkit, Fourth Edition
Find: Amazon | Free eBook
