Corporate partnerships aren’t just about funding—they’re about building relationships that benefit both your nonprofit and the company. As more corporations seek to enhance their brands through social impact, more nonprofits can unlock incredible support. Whether you need additional funding, volunteers, or marketing assistance, the right corporate partners can help you reach your goals and propel your mission forward.
Attracting sponsors is a critical skill for fundraising professionals. Mastering this ability will not only help your nonprofit diversify its revenue streams but also secure long-term program-related resources.
How can you make your cause stand out? In this guide, we’ll reveal three powerful strategies for attracting corporate partners and building lasting collaborations that provide consistent support.
Use Paid Ads To Increase Visibility
Paid nonprofit advertising can amplify your organization’s visibility and help you reach a wide audience of potential corporate partners.
Paid ads allow you to target specific audiences based on their location and interests, making it an efficient way to promote your cause. From social media to Google to newspaper and radio outlets, you have plenty of options to get your nonprofit’s name out there and build brand awareness.
Here are some tips for crafting compelling ads to attract corporate partners:
● Choose the right advertising platforms. Each platform has its own benefits and formats. For example, Instagram ads allow for visually engaging photos and videos, a clear call-to-action (CTA) button, and text descriptions. Meanwhile, Google Ads are keyword-based text ads that link to important pages on your website, making them ideal for targeting corporate decision-makers looking for causes to support. Google Ads also allow you to set geographic, demographic, and interest-based targeting, so you can reach different audiences for different initiatives like fundraisers, programs, and corporate partnerships.
● Highlight mutual benefits. Show companies the value of partnering with your organization. You might highlight impact statistics, share testimonials, and emphasize the potential for increased brand visibility or employee engagement opportunities.
● Include clear CTAs. Each of your ads should tell viewers their next step. Encourage corporate decision-makers to learn more about your cause by visiting your website or contacting your team to discuss partnership opportunities.
For nonprofits concerned about the cost of paid ads, there are affordable options. For instance, the Google Ad Grants program gives eligible nonprofits up to $10,000 per month in free Google Ad credits. This incredible resource enables nonprofits to connect with a targeted audience of corporate professionals without straining their budgets.
Leverage Your Network for Personal Introductions
Building strong relationships is the foundation of successful corporate partnerships. Often, the connections you need already exist within your network. By tapping into established relationships, you can get connected and make introductions that lead to meaningful corporate support.
Start by identifying companies you're already connected to in some way. Here are some reliable sources to explore:
● Volunteer Affiliations: Review where your regular volunteers work, especially those who have secured a volunteer grant for your organization. Their companies may have other corporate social responsibility (CSR) programs your nonprofit can tap into.
● Donor Employment Information: Analyze your donor database for employment details. Many donors may work for companies that encourage or match employee giving, indicating a commitment to CSR.
● Board Member Connections: Leverage your board members' networks since they may have ties to corporations interested in supporting causes like yours.
● Past Event Sponsors: Past sponsors may be open to expanding their involvement.
● Social Media Connections: Use LinkedIn to identify connections between corporate executives and your team, board members, and key supporters.
These existing connections are invaluable for opening doors to corporate partnerships. Pay special attention to supporters and board members who hold leadership positions at companies—they can be strong advocates for your cause.
Tailor Partnership Proposals to Corporate Values
When approaching corporate sponsors, align your proposal with their core values and social impact objectives. Corporations are more likely to partner with a nonprofit whose mission complements their own goals.
Start by thoroughly researching each company’s CSR priorities and brand values. Look at the programs they offer, such as matching gifts, volunteer time off, and grant opportunities, and their stated CSR goals. Then, think about how your nonprofit’s mission fits into these initiatives.
For example, if a company focuses on employee engagement, propose opportunities like volunteer days or employee-driven fundraising campaigns that fit within their CSR framework. If they focus on environmental sustainability, highlight how your nonprofit addresses environmental concerns.
Common partnership models you might propose include:
● Cause Marketing Campaigns: The company promotes your nonprofit as part of a product or service’s marketing campaign, often with a portion of sales benefiting your cause.
● Employee Engagement Programs: Pitch programs that encourage employees to get involved in volunteer opportunities, matching gifts, or workplace giving campaigns.
● Event Sponsorships: Corporate sponsors support your fundraising events, improving their brand’s reputation while contributing to your cause.
● Product Donations: Companies donate products or services to support your nonprofit.
In your proposal, back up your claims with impact data that showcases the difference your nonprofit is making and how your proposal would benefit the company. Also, include testimonials and case studies from past partnerships to showcase successful collaborations. These examples offer social proof that can build trust.
Before identifying potential corporate partners and reaching out, determine what exactly you’re seeking from a partnership. Are you looking for additional funding, volunteer support, marketing opportunities, or a combination of these offerings? By clarifying your goals upfront, you can tailor your approach to find corporate partners that are likely to offer what your nonprofit truly needs.