Corporate Sponsorship

As we face a more strained and competitive funding environment, having a mix of funding streams can help the long-term sustainability of your non-profit organisation.

Corporate partnerships are one way to find financial support.  Beyond funding, they can also provide access to resources via in-kind support or volunteer support via corporate community days. The right partnership can also lend credibility to your organisation and increase your visibility by allowing you to leverage their marketing channels and elevate your profile.  

Here are some tips for securing corporate sponsorship.

Identify your value proposition and create a compelling proposal
Clearly articulate what your event or project offers to sponsors. Highlight exposure, audience demographics, and potential return on investment.  It’s really important to understand that sponsorship is different to a donation and you need to be able to convey that what you are offering is a mutually beneficial partnership and outline the benefits and opportunities. Sponsorship normally comes out of a marketing budget so keep this in mind as you are writing the proposal.  Many corporates are inundated with funding requests, so make it clear ‘what’s in it for them’ and the value you bring so it’s easy for them to say "Yes".  

More than a logo
Corporate partners are looking for benefits outside of logo placement. When crafting a proposal, tailor the benefits to whoever you are pitching.  Think about ways that the brand can engage with your event or your organisation. Maybe it could be that you create an experience where staff can volunteer and you can create a team-building day.  Are there ways to provide a platform for the corporate partner to showcase what they are great at? Is there an opportunity for the partners to provide a blog post or a way for them to talk about their business? Is there anything special or ‘money can’t buy’ that you can create for them?  Many corporate partners like to be able to collaborate on initiatives so they can take ownership and feel part of the project.  

Target the right companies
Research and identify companies that align with your mission and audience. Consider who might want exposure to your members/audience via your communication channels.  Look for businesses that have sponsored similar events or initiatives.  Many companies provide this information on their website or social media and often have a policy around who or what they will consider supporting. Do your research and if the information isn't there, call them and start a conversation.

Build relationships
Try to cut the cold call where possible.  We all know that people tend to do business with people they know, so find ways to network with potential sponsors before making a formal ask. Attend industry events and engage with decision-makers. Joining organisations such as your local Chamber of Commerce is a good place to start, often they have special charity rates to join.  Is there someone on your board or on your committee who might be able to facilitate an introduction? Is there a business that is involved already with your organisation in some way that might be a good fit? Take the time to build relationships and you'll have a stronger chance of a successful approach.

Be flexible
Be open to customising sponsorship packages to fit the needs and budget of potential sponsors.  This comes back to the importance of building a relationship with your corporate partner so you understand what they are looking for out of the partnership. You could provide different levels of sponsorship with corresponding benefits, ranging from small contributions to large-scale partnerships. This makes it easier for businesses of various sizes to get involved.

Showcase previous success
If applicable, share metrics and success stories from past sponsorships to build credibility.  If this is your first step into sponsorship, consider highlighting what the predicted success story might look like.

Follow up
After sending proposals, follow up with potential sponsors to discuss their interest and address any questions.  If they decline - find out why, is there something you could do differently next time?

Deliver on promises
Once a sponsorship is secured, ensure you fulfil all commitments and provide the sponsor with a report on outcomes and demonstrate the tangible impact of their support.  A case study that they could share across their marketing channels could be a nice way to showcase the importance of the partnership and the difference they have helped make.   

Don't forget to say thank you
Make sure you find ways to say thank you and acknowledge the support the corporate partner has provided.  Make sure you feature your corporate partners on signage, tagging via social media and thanking them at events. Providing free tickets to any events you might hold throughout the year is a nice way for them to be involved with your cause. 

Long-term relationships
Set aside time to review the partnership and evaluate whether it’s beneficial for both parties. Check if you are meeting the key performance indicators (KPIs) and determine if any changes are needed. Make sure you maintain ongoing communication with the sponsor by regularly updating them on your activities, achievements, and goals. Learn from them about their future plans and focus areas to identify potential opportunities. 

Corporate sponsorship is all about creating a win-win outcome for both organisations that enables companies to make a meaningful impact on the community while benefiting from positive publicity and increased brand loyalty or engagement.  

Feel free to reach out to huddl if you have questions or would like to hear about any upcoming training in this area.