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Corporate Sponsorship for Your Run, Walk, or Ride Event: Best Practices

Corporate Sponsorship for Your Run, Walk, or Ride Event

Most nonprofits are used to asking individuals for donations to support their run, walk, or ride fundraising events.

But asking businesses to sponsor those same events can be just as important! In fact, IEG, an organization that tracks corporate sponsorship of charitable causes, projects that total sponsorship spending by businesses in North America alone will reach $23.2 billion in 2017.

So how do you tap into that source of funds for your organization’s next event?

Check out some valuable tips and techniques that we’ve found work well for the nonprofits we’ve worked with over the years!

Who do you ask for a corporate sponsorship?

Start locally

Approach the businesses in the immediate area of your event. They’re likely to see the value in sponsoring an event in their own community.

Look online

Search for lists of companies that donate to nonprofits. You might find one you haven’t thought of before.

Know your points of contact

In addition to working with the person who will sign the sponsorship agreement, ask to speak to someone about forming a team and getting more involved. Developing a relationship with both parties will ensure you get more out of the partnership and help the sponsor feel more involved.

Get human resources involved

Most organizations looking for corporate sponsors approach the marketing department of a business — but why not ask the human resources department?

Ask if they have a health initiative in place. If they do, asking them to form a team would be a great way for them to get involved. You can offer discount codes for employees, a designated meeting place on event day, volunteer opportunities, and/or other perks depending on the level of sponsorship.

How do you ask for a corporate sponsorship?

Be creative

You can have a company sponsor just about anything — from the portable toilet area to your photo booth. Use aspects of your event that already exist, and turn them into sponsorship perks.

For larger events, know your worth

If you have an event with hundreds or thousands of people, make sure your levels are high enough (such as $1,000 and up). You don’t want to be so high that no one will want to sponsor, but by keeping levels elevated, sponsors will feel like this event is well-run, and that you have confidence in what you’re doing.

For smaller events, don’t leave money on the table

If you have a smaller event and have difficulty securing a large sponsorship, consider offering a lower sponsorship level with fewer perks. For instance, offer a $100 level, and several smaller businesses that were not interested in the larger sponsorship may be able to take part at that level within their budget.

Tell them a story

Explain to sponsors how their sponsorship/support can directly impact someone as part of your mission. For instance, $1,000 will help us do X for X number of people. Also, for your past sponsors, tell them how last year’s sponsorship was able to help your organization accomplish X.

Tailor your ask

Avoid using a one-size-fits-all ask for your potential sponsors. Customize each sponsorship for each company/business or person of contact. If there’s a natural fit between your organization’s mission and the company, use that to build your ask around.

Make them feel like you’re building a mutually-beneficial partnership toward a common good/mission, not just asking them for money.

Remember in-kind donations

If a business declines to offer a monetary sponsorship, ask for a non-monetary sponsorship such as coupons for free services on event day, or that a portion of their proceeds on event day to be donated back to the organization. A business in the area could also serve as a location for the kick-off party, packet pick up, or after-event party.

You can also reach out to companies to provide services you’ll need at the event, such as photography, DJ/entertainment, signage, food, portable toilets, and tent/chair rentals. The value of their goods or services can equate to a sponsorship level.

Use data

Find out what demographics a sponsor is targeting, and provide them with information about your event that would be relevant. For example, if a company tends to target women 50-60 years old, let the company know how many people or what percentage of participants attend your event that fall into this group.

Pay attention to your timing

The timing of your ask is important. A lot of larger companies earmark a specific amount of money each calendar year for charitable giving, so be sure to ask when is the best time for them to consider a sponsorship.

Oftentimes, you have to get your ask in very early to even be considered. Other times, you have to consider the business you’re reaching out to. For instance, if you’re reaching out to an accounting firm during tax season, you’re most likely not top-of-mind and your request may go unanswered.

Don’t give up

Always check back to ensure someone has received your call, email, letter, etc. If not, ask to speak to the best person at the company, and/or resend your ask to that person.

How do you work with a sponsor once they’ve signed up?

Treat them like participants

It may sound odd, but many sponsors will feel more engaged and like they’re getting more from their sponsorship if they hear from you more often. This doesn’t mean sending them an email every day, but rather treating them like you would a top fundraising team.

Use the same engagement tools and approaches you use with participants to connect with your sponsors. Offer them a free team captain registration, help them get their page set-up, and provide fundraising coaching. The more a sponsor fundraises and the larger their team, the more exposure they will get and will feel like they’re getting more out of the sponsorship.

Pay attention to the little things

Yes, big perks matter, but the little touch points make a big difference. Send a handwritten thank you or a note from a participant or beneficiary of your cause’s work. If the sponsor also fundraised, create a top fundraisers certificate that you send to them by mail.

These little touch points show that you acknowledge the importance of their support, yet they cost minimal amounts, demonstrating good stewardship in that you aren’t wasting the sponsor’s money.

Thank your sponsors publicly

Don’t underestimate how much companies and businesses like to see themselves online. Tag their company/business page on Facebook, and publicly thank them in a post. You can easily do the same on Twitter, Instagram, etc.

Most likely, the company will then re-post your original post to their full audience to help your event reach new constituents. You can also highlight your sponsors in an event program, marketing materials, and outreach (e.g., emails).

Securing corporate sponsorship may seem daunting, but it doesn’t have to be. Put these best practices to use for your next run, walk, or ride event, and corporate sponsorship will be within your reach.


Special thanks to Daniella, Laura, and Christina of Cathexis Partners for contributing the above advice! Cathexis Partners help nonprofits maximize technology for fundraising and supporter engagement.

Daniella Dowiak of Cathexis Partners

Daniella Dowiak is an Account Manager who has worked in the nonprofit sector for more than seven years. With a deep understanding of nonprofits’ limited resources, she is passionate about helping organizations get the most out of their technology.

 

Laura L. Higgins of Cathexis PartnersLaura L. Higgins is a Strategic Consultant who specializes in fundraising and community-building events, and has worked with nonprofits for more than 15 years in various roles including staff member, volunteer, and consultant.

 

Christina Relacion of Cathexis PartnersChristina Relacion is an Account Manager who has more than 10 years of experience in digital marketing, website editing, video production, and social media. Before joining Cathexis Partners, she served as Communications Manager at the Scleroderma Foundation’s national office.

 

DonorShops / Double the Donation Integration Guide

Does your nonprofit use DonorShops? Are you looking to incorporate Double the Donation’s matching gift information into your DonorShops donation pages?

If so then this guide is for you.

How does the integration work?

DonorShops will display a Double the Donation widget after a donation or purchase is completed, on the Thank You or Order Review page.  This widget gives your donors the option to select their employer in order to help match their contribution.

DonorShops does not store any donor/employer matching data.  All DonorShops does is display the widget powered by Double the Donation.  You manage donation matching using the Double the Donation product.

How do I install Double the Donation into my DS site?

Before you get started, you’ll need the Embed Code from your Double the Donation account.  Be sure to have that handy before you follow these steps.

Step #1: If you haven’t already, create a Thank You page for your One-Page Checkout donations.  Go to Pages & Menus and create a new page.  Be sure to select “Visibility: Hidden from Menu”.  Edit the content of the page to be sure you communicate a thoughtful thank you message.

 

Step #2: Below your thank you message is where you’ll want to include the Double the Donation embed code.  DO NOT TRY TO PASTE THE EMBED CODE DIRECTLY INTO THE TEXT BOX.  That will not work.  You need to paste in the embed code using the Code option in the text editor and paste the embed code there.

Step #3: Hit Save in the top right corner.  After hitting save, you can click ‘View’ to preview the Thank You Page.

Step #4: Now you need to connect the Thank You Page with your One-Page Checkout forms.  This option could differ depending on the theme you have installed.  Typically, its under Site Design > Customize.  Look for a setting called “One Page Checkout Thank You Page”.  Select the Thank You page you just created, then hit Save in the top right corner.

Step #5: Done 🙂

Double the Donation Embed Notes: If you’re not sure how to access the Double the Donation Embed Code, please follow the below steps:

  1. Log into your Double the Donation account by going to https://doublethedonation.com/members/
  2. Choose the Embed Our Plugin Link
  3. Copy the Embed Code

Additional details are available at https://doublethedonation.com/blog/2015/02/matching-gift-plugin/

 

For Add-to-Cart Checkouts:

After a cart has been processed, the donor is automatically taken to the order review screen.  That serves as the “Thank You” page for add-to-cart style donations and purchases.  In order to connect Double the Donation to this page, you’ll need to update the advanced template for your Order Review screen.  Be sure you have the proper permission levels before continuing.

  1. Go to Site Design > Advanced.  Find the Order Review template and click the magnifying glass to modify it.
  2. Paste your code either at the very top or the very bottom of the code that you see on your screen.  Pasting at the top will cause the Double the Donation widget to appear ABOVE the order review screen.  Pasting at the bottom will cause it to appear BELOW the order review screen.  You choose.
  3. Hit PUBLISH in the top right corner.  The change you make here is more difficult to preview.  You’ll need to find an existing order and click the “View Customer Receipt” option to view the order review screen changes in action.
  4. Done 🙂