Any tips for marketing a nonprofit to corporations?
I'm currently working with a nonprofit. We'd like to partner with corporations, and receive sponsorships from them. What's the best way to approach corporations and receive their support? What types of offers appeal to them? If any of you have experience with this, I'd love to hear about it. Thanks!
You should invite some well-known people at the board of directors. It will help you to build good reputation of the company. Then you have to have a list of projects. You can put descriptions and photos on your websites. Videos also would be very helpful. It is easy to communicate and negotiate, when you have a good "portfolio" and strong board of directors.
Many great answers here already. One I have had the best success with in my own NFP activities is leveraging personal relationships to reach targeted corporations whose giving or "community relations" activities are in keeping with your programs.
I'd suggest, once identifying the appropriate corporate partners, to work through board member and staff relationships to help you get in the door, and start a conversation... even starting simply as an informational or exploratory one.
Unlike government and foundation grants, corporate giving often can be more flexible, and this sort of approach can result in better traction than a cold approach.
It's all about who you know or who you know who knows someone. Corporations are inundated with NGO requests and you will waste a lot of time trying to cold call them. I will be happy to speak to you about how best to reach them. I successfully ran one for 7 years and consulted for others.
Dr. Harold Goldmeier
Create a video for the cause that the non-profit stands for and take it nation-wide. One of the organizations that we worked with is Menstrupedia. Here is a video that we created for them
https://www.youtube.com/watch?v=qf4TulXdNXY - Beauty of Red
This made a lot of difference to the campaign. And you will have to follow it up with Newsletters, creative posters on social media that have a good engagement.
1- Approach corporations that share your vision and your cause. For example, is your non-profit about getting city kids to be more active? In such case, you can approach New Balance.
2- Be sure that your non-profit has excellent financial practices and get ranked 4-stars on Charity Navigator.
3- You need to identify those corporations and then communicate with their PR and Marketing directors.
Hope that this helped.
The main thing to remember is to stay in front of corporations year round. Too many non-profits come around once a year with their hat in their hand. When it comes times for the ask, it will seem more fluid if they are up to date on what you have been doing.
I was in 1986 Responsible for PR & Marketing for AIESEC-Belgium, an international association for students in economics and business management. I was in charge of the publications. Later in 1996, I was Membership Director for AAI (AIESEC Alumni Interntaional). One of the good ways to market your assn is the organization of congresses (to attract new paying members) and make publicity for it. You can also make publications and try to get advertisers in it. But therefore You must be "credible". In which ranch are You connected ? Select also corporations in your area of business for !
One of the most efficient ways to address corporations and foundations to provide sponsorships is to showcase your nonprofit's performance. You can show how well you have used past donations. Similarly, explain the impact that your organization has had. Research has proven that foundations and corporations want to make an impact when they support nonprofit. As with any marketing approach, make sure your values parallel those of the organization you wish to be your sponsor. I hope it helps!
All the below answers are great, remember there are a lot of organisations actively searching for companies to sponsor, have you considered apply for a Google Grant? https://www.google.com.au/grants/ it could be a great way to actively advertise sponsorship packages and the like....
As Chair of a non-profit, I can tell you this exclusively, never approach, anyone less than a senior VP. Unfortunately because they are not executive staff, the meetings they will attend will not be of the decision making individuals, you need to directly expose your organization, and your cause to those who are directly responsible to their organization public image, or their corporations internal assets.
I am fairly new at this Chair position myself, I can tell you that a face to face between a chairman, president, Chief Executive Staff member or Senior VPs, are exactly those you need to see. Unless they have been a previous supporter, Phone or email solicitations are absolutely taboo. I was approached in my capacity as my corporation's head, by a very dignified looking young woman, without an appointment, in the guise of a personal matter. Two minutes into our meet was berated as a corporate sore spot in society, as I rarely donated to just anything that came down the pike. You may certainly play the go between and set up appointments, but these chats are strictly hands off if you are not Senior executively positioned within your non-profit.