How to Get Sponsors for an Event A Fundraiser’s Guide

How to Get Sponsors for an Event: A Fundraiser’s Guide

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Hosting a successful fundraising event requires more than a great cause—it takes resources, creativity, and the support of dedicated partners. Sponsorships can make all the difference, providing the financial backing, in-kind donations, or promotional boosts needed to elevate your event and achieve your goals. But do you know how to get sponsors for an event to support your efforts?

Whether you’re organizing a gala dinner, a charity run, or a virtual fundraiser, securing sponsorships requires a strategic approach. In this guide, we’ll walk you through practical steps to identify potential sponsors, create compelling proposals, and build lasting relationships with corporate and community partners. By the end, you’ll have the tools to transform your event into a mutually beneficial collaboration that inspires support and drives impact.

Here’s what we’ll cover:

Before diving into the tangible steps you can take to secure sponsors for your next event, let’s take a look at the types of sponsorships you might be interested in.

Types of event sponsorships

Event sponsorships are not a one-size-fits-all opportunity. There are numerous ways for companies to support nonprofit events, and these include:

Learn how to get sponsors for an event with these types of partnerships

  • Financial sponsorships ⁠— Financial sponsorships involve direct monetary contributions from sponsors to support the nonprofit’s event in exchange for recognition, branding opportunities, or other benefits. These efforts provide funds to cover event expenses like venue costs, equipment, or marketing and are typically tied to tiered sponsorship levels (e.g., Gold, Silver, Bronze) with corresponding benefits.
  • In-kind sponsorships ⁠— In-kind sponsorships are non-monetary contributions of goods or services that offset the costs of hosting an event. Common donations include food, beverages, printing services, or technology, with an overarching goal of reducing operational expenses and allowing the nonprofit to allocate more event funds toward its mission.
  • Media sponsorships ⁠— Media sponsorships involve partnerships with media outlets, such as newspapers, radio stations, TV channels, or online platforms, to promote the nonprofit’s event. Within this structure, sponsors provide free or discounted advertising space, editorial coverage, or airtime, helping amplify awareness and increase attendance or donations.
  • Employee giving sponsorships ⁠— Employee giving sponsorships involve companies encouraging their employees to participate in fundraising efforts, often by promoting workplace giving programs or matching donations made during the event. This may include direct financial contributions, matching gifts, or team volunteerism during the event, increasing the nonprofit’s reach by tapping into the company’s workforce.

By offering a variety of sponsorship options, your organization can appeal to different types of businesses and align their interests with your event’s mission. After all, customizing these opportunities ensures a mutually beneficial partnership that drives success for both your fundraiser and your sponsors.

Understanding your event’s value

Before approaching potential sponsors, it’s crucial that you identify and articulate the unique value your event offers. Specifically, be sure you can answer the following questions:

  • What sets your fundraiser apart? Why should a company sponsor your event rather than another?
  • What benefits do you have to offer prospective sponsors? Consider branding opportunities, audience engagement, and alignment with the sponsor’s goals.
  • Who is your target audience? What demographics will the sponsor gain access to by partnering with your event?
  • How will the sponsor’s involvement be highlighted? Can you offer visibility through social media, event signage, or program materials?
  • What is the potential reach of your event? How many attendees, media impressions, or online views can the sponsor expect?
  • How does your nonprofit’s mission align with the sponsor’s values? What shared goals or community impacts can you emphasize?
  • What tangible outcomes can you deliver? How will you measure and report the success of the sponsorship?

Sponsors are looking for partnerships that deliver measurable results, so focus on showcasing opportunities like brand exposure, community goodwill, and direct engagement with their intended audience.

After all, a clear understanding of your event’s value is the foundation for crafting compelling sponsorship pitches.

Using your data to identify prospective sponsors

Your organization’s existing data is a treasure trove for identifying potential sponsors. Start by analyzing past event records, donor databases, and community connections to uncover businesses or individuals with a history of supporting similar causes. By leveraging your data, you can create a targeted list of prospects who are most likely to get involved with your event.

For example, employee connections can be a powerful tool in securing event sponsors. Look at the employment data within your supporter base to identify individuals working for companies with corporate giving programs or sponsorship initiatives. If your supporters have strong ties to a business, they can act as advocates to introduce your nonprofit and highlight the benefits of sponsorship. This insider advantage can help your pitch gain traction and lead to meaningful partnerships being developed.

Fun fact: Double the Donation’s Top Companies report makes it easy for platform users to identify the best potential sponsors in their networks.

Learn how to get sponsors for an event with Double the Donation's top companies report.

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Researching other potential companies

Beyond your immediate network, research businesses that align with your nonprofit’s mission and values. Pay attention to companies that are already engaged in philanthropic activities or have expressed interest in corporate social responsibility.

Explore local businesses, larger corporations, or industry leaders with a track record of supporting community events like yours. Look closely for companies whose products or services resonate with your event’s audience. After all, a thoughtful approach to researching potential sponsors ensures your pitch is relevant, increasing the likelihood of a positive response.

Not to mention, many companies (including industry leaders like Best Buy, Verizon, Cisco, Disney, and more) implement open applications for donation requests, making it easy to solicit a sponsorship opportunity.

Crafting an irresistible sponsorship proposal

Your sponsorship proposal is your chance to make a strong impression. For the best results, tailor each proposal to the specific sponsor, highlighting how the partnership will benefit their brand.

As you do so, here are a few best practices to consider:

  • Include details about the event, audience demographics, sponsorship opportunities, and measurable outcomes, such as expected attendance or media reach.
  • Be creative—offer customized packages that align with the sponsor’s goals, such as exclusive branding rights, product placements, or VIP experiences.
  • Include visuals and mockups! Add examples of how the sponsor’s logo will appear on event materials, signage, or social media posts to demonstrate the value the partnership would bring.

A well-crafted proposal positions your nonprofit as a strategic partner⁠—rather than just another organization asking for funds.

Making the sponsorship pitch

When it’s time to make the pitch, confidence and preparation are key. Reach out to decision-makers directly, whether through an email, a phone call, or an in-person meeting. Use the opportunity to tell a compelling story about your nonprofit’s mission, the event’s purpose, and the impact the sponsor can have. Plus, you’ll want to include an easy call to action, outlining how sponsors can commit by providing a simple contact method and a clear next step, like scheduling a follow-up meeting.

Then, be ready to address questions and offer examples of how similar sponsorships have delivered results.

Building relationships and following up

Securing sponsorships is about more than just a single event—in fact, it should be about cultivating long-term relationships. After your initial pitch, follow up promptly and provide additional information or updates as needed. For the best results, you’ll want to be responsive and open to collaboration, adjusting your proposal to meet the partner’s needs. You can even suggest ongoing sponsorship opportunities beyond the event, such as annual campaigns or recurring programs.

Even if a potential sponsor declines, maintaining a positive relationship can lead to future opportunities. Therefore, it’s important to show appreciation for their time and interest, regardless of the outcome of your request.

Tracking and reporting on event outcomes

Once your event concludes, track its performance and share results with your sponsors. This step demonstrates the value of their investment and strengthens your partnership for future events.

Provide a detailed report with metrics such as…

  • Attendance numbers
  • Media coverage
  • Audience engagement
  • Total funds raised
  • Mission impact made possible
  • And more!

Remember to include photos, testimonials, and any branding exposure the sponsor received. By delivering thorough and transparent reporting, you show your nonprofit’s professionalism and commitment to mutual success.

Next steps & additional resources

Securing sponsors for your fundraising event is both an art and a science. By researching prospects, tailoring your outreach, and showcasing the value of a partnership, you can create meaningful connections that go beyond a single event. Remember, sponsorships aren’t just about funding—they’re about building relationships that can sustain your mission long into the future.

As you implement the strategies outlined in this guide, keep the focus on aligning your organization’s goals with your sponsors’ values. With preparation, persistence, and a clear vision, you’ll position your event as an opportunity sponsors can’t afford to miss. Together, you’ll create a memorable event that furthers your cause and strengthens your network of support.

Good luck!

Ready to learn more about corporate giving opportunities to benefit your cause? Check out these additional resources:

Learn how to get event sponsors and more with Double the Donation.

Corporate Sponsorship Statistics Facts & Figures to Know

Corporate Sponsorship Statistics | Facts & Figures to Know

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Corporate sponsorships are a cornerstone for many nonprofits, providing vital financial support and fostering meaningful partnerships. However, to truly understand the impact and potential of corporate sponsorships, it’s essential to examine the facts and figures that drive these relationships. From industry trends to the return on investment for nonprofits and companies alike, corporate sponsorship statistics offer valuable insights into how sponsorships are evolving, the types of partnerships that are thriving, and how nonprofits can optimize their sponsorship strategies.

In this post, we’ll explore key corporate sponsorship statistics that every nonprofit should know to better navigate and leverage these partnerships.

Corporate Sponsorship Statistics _ Facts & Figures to Know

Sponsorship makes up 12% of a brand’s marketing budget on average.

Key Takeaway 🔑 

With sponsorships accounting for such a significant portion of a brand’s marketing budget, nonprofits have a valuable opportunity to secure funding by aligning with companies looking to invest in high-impact partnerships. By demonstrating how your organization can provide meaningful exposure and engagement, you can attract sponsors who see the value in supporting your cause.
In 2022, global brands invested an astounding $97.4 billion in corporate sponsorships, with the figure expected to reach $189.5 billion by 2030.

Key Takeaway 🔑 

The substantial growth in corporate sponsorships, projected to nearly double by 2030, presents a significant opportunity for nonprofits. By strategically aligning with corporate sponsors and demonstrating measurable impact, nonprofits can tap into this growing funding stream to support their missions and expand their reach.
The largest portion of global sponsorship spending comes from North America, totaling over $22.3 billion annually. North America also had the highest growth of global sponsorship spending, increasing by more than $4.2 billion over five years.

Key Takeaway 🔑 

North America’s dominance and rapid growth in global sponsorship spending highlight a prime opportunity for nonprofits in the region. By targeting corporate sponsors in this thriving market and showcasing the mutual benefits of partnership, nonprofits can secure a larger share of this expanding investment to fuel their missions.

 

Source: Sponsorship Spending Worldwide – Statista
KPIs companies track to demonstrate sponsorship value:

  • Sales leads – 48%
  • Booth traffic – 46%
  • Attendance/participation – 38%
  • Social media impressions – 28%
  • Return on investment – 24%
  • Brand impressions – 23%
  • Website traffic – 23%
  • Post-event surveys ⁠- 17%
  • Media coverage – 12%

Key Takeaway 🔑 

Companies prioritize measurable KPIs, such as sales leads, booth traffic, and social media impressions, to evaluate sponsorship success. Nonprofits can attract and retain sponsors by aligning partnership opportunities with these metrics, providing data-driven results, and demonstrating clear value for the company’s investment.
52% of companies that purchase sponsorships prefer to select from a la carte options rather than packages that bundle multiple items at a fixed price.

Key Takeaway 🔑 

In order to best attract companies for partnerships, nonprofits should offer customizable sponsorship opportunities. Tailoring packages to meet specific corporate goals can increase appeal, foster flexibility, and maximize sponsorship revenue.
Corporate survey respondents ranked the following sponsorship opportunities as the most effective in terms of marketing potential:

  • Speaking opportunities
  • Networking events
  • Social media
  • E-blasts
  • Boards/graphics
  • Official receptions
  • Event apps
  • Hospitality lounges
  • Show directories
  • Badge lanyards

Corporate survey respondents ranked the following sponsorship opportunities as the least effective in terms of marketing potential:

  • Headrest covers
  • Taxi toppers
  • Public transit graphics
  • Hotel in-room television
  • Yoga/wellness activities
  • Hotel room door hangers
  • Cups/napkins
  • Shuttle bus wraps
  • Hotel room drops
  • Hotel key cards/sleeves

Key Takeaway 🔑 

Sponsors prioritize opportunities with high visibility and direct audience engagement, such as speaking opportunities, networking events, and social media. Nonprofits should focus on these high-impact sponsorship offerings while being strategic with alternative options to ensure sponsors see value in their investments.

 

Source: The Statistics of Sponsorships – EXHIBITOR Magazine
81% of corporate survey respondents indicated a belief that sponsorships have moderate or significant potential in terms of business value.

Key Takeaway 🔑 

With the vast majority of corporate respondents recognizing sponsorships as valuable for their business, nonprofits have a strong case for presenting sponsorships as win-win opportunities. Highlighting measurable benefits like brand visibility, audience engagement, and alignment with social impact goals can help secure corporate partnerships, too!
Roughly 4 in 10 corporate survey respondents who do not invest in sponsorships say their lack of doing so is driven by inadequate budgets and/or personnel. Meanwhile, an additional 40% opted out of sponsorship investments due to insubstantial previous sponsorship results.

Key Takeaway 🔑 

Budget constraints and past performance concerns are key barriers for companies not investing in sponsorships. Nonprofits can address these hesitations by offering scalable, cost-effective options and presenting data-backed success stories that demonstrate the tangible value of sponsorships.
When asked what they considered important actions when meeting with a sponsorship representative, corporate sponsors ranked the following most essential:

  • Being well-prepared
  • Presenting creative ideas
  • Asking relevant questions to understand needs
  • Customizing sponsorship programs to meet the company’s objectives
  • Providing relevant research data and insights

Key Takeaway 🔑 

Corporate sponsors value preparation, creativity, and customization in sponsorship proposals. Nonprofits should focus on understanding a sponsor’s goals, presenting tailored opportunities, and backing their pitch with relevant data to build strong, mutually beneficial partnerships.

Interested in learning how? Check out our webinar replay on building a corporate development strategy here!
Corporate marketers reported strong growth in sponsorship spending for the year, with 44% increasing their budgets over 2022.

Nearly 3 in 10 sponsors increasing their spending did so by more than 40%, while another 4 out of 10 grew their budgets by between 20% and 40%.

69% of corporate sponsors reported that their sponsorship departments would “gain more attention/have an increasingly important role” within their organizations in the next few years.

Key Takeaway 🔑 

With nearly half of corporate marketers increasing sponsorship budgets and a majority anticipating greater organizational focus on sponsorships, nonprofits have a prime opportunity to engage with sponsors eager to invest in impactful partnerships. By showcasing measurable results and aligning with corporate goals, nonprofits can secure a share of this growing investment.

 

Source: New Sponsorship Industry Survey Reveals Dramatic Growth in Spending – Ticket Manager

Wrapping Up & Additional Resources

Corporate sponsorships continue to be a significant driver of growth for nonprofits, with trends pointing toward increased investment in cause-driven partnerships. By understanding the statistics behind corporate sponsorships, nonprofits can make better-informed decisions, craft more compelling proposals, and engage with potential sponsors in ways that deliver mutual value.

With the right data in hand, nonprofits are better positioned to build strong, long-lasting relationships that support their mission and drive their success. Stay informed, adapt to emerging trends, and leverage the power of corporate sponsorships to elevate your organization’s impact with ease.

Ready to learn more about corporate sponsorships and beyond? Check out these recommended blog articles:

Raise more by tracking matching gifts and corporate sponsorships with Double the Donation.

How to Track Corporate Sponsorships [A Nonprofit's Guide]

How to Track Corporate Sponsorships [A Nonprofit’s Guide]

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Corporate sponsorships play a vital role in helping nonprofits achieve their missions. After all, these partnerships provide much-needed financial resources, increase visibility, and foster mutually beneficial partnerships between fundraising organizations and the companies that support them. However, to fully leverage the opportunities, nonprofits must track corporate sponsorships effectively to ensure accountability, transparency, and long-term success.

Lucky for you, this guide is here to provide actionable strategies, tools, and best practices for tracking sponsorships with ease.

Specifically, we’ll cover the following:

Whether you’re new to corporate fundraising or are looking to refine your processes for better results, this post will equip you with the knowledge to manage your sponsorships like a pro.

Why is tracking corporate sponsorships essential?

Tracking corporate sponsorships ensures effective management of these valuable partnerships⁠—not to mention maximizes their benefits. Here’s why it’s so important for organizations like yours:

  1. Strengthening Relationships with Sponsors. Corporate sponsorships thrive on strong relationships. By keeping detailed records of contributions, obligations, and communications, nonprofits can ensure consistent and meaningful engagement with sponsors.
  2. Growing Accountability and Transparency. Nonprofits have a responsibility to show how sponsorship funds are used. Tracking enables organizations to provide detailed reports to sponsors, demonstrating that resources are allocated appropriately and in line with agreed-upon objectives.
  3. Measuring Impact. Tracking allows nonprofits to assess the success of sponsorships. This includes evaluating the financial support received, the success of sponsored initiatives, and the value delivered to the sponsor, such as brand visibility or audience engagement.
  4. Streamlining Reporting. Accurate tracking simplifies the reporting process for internal use, sponsors, and regulatory bodies. Well-documented sponsorships save time and reduce errors when creating financial reports, filing taxes, or preparing performance updates for stakeholders.
  5. Improving Strategy. A thorough tracking system provides insights into which sponsorships are the most effective. Nonprofits can use this data to refine sponsorship packages, enhance proposals, and focus on partnerships that align with their mission and generate the most value.
  6. Avoiding Missed Opportunities. Corporate sponsorships often come with deliverables such as event branding, media mentions, or reporting requirements. Tracking these commitments ensures nonprofits meet their obligations, maintain credibility, and avoid jeopardizing future sponsorships.

By prioritizing the tracking of corporate sponsorships, nonprofits can maintain organized, impactful, and mutually beneficial partnerships.

Remember: it’s not just about managing sponsorships effectively—it’s about setting the stage for growth, trust, and ongoing wins.

Raise more by tracking matching gifts and corporate sponsorships with Double the Donation.

Core steps in the corporate sponsorship tracking process

For the best results, tracking should occur at every stage in the corporate sponsorship process. Here’s a look at how your organization can begin implementing partnerships⁠—and what to track for each phase:

1. Identify Potential Sponsors

Targeting the right sponsors increases the likelihood of securing partnerships and ensures a good mission fit. That said, this first step in the partnership process involves researching and identifying companies that align with your nonprofit’s mission, goals, and target audience.

We recommend looking for companies with a history of philanthropy or partnerships with nonprofits like yours. Then, analyze their marketing or corporate social responsibility goals to ensure alignment with your organization. From there, you can use tools like LinkedIn, networking events, or local business directories to identify and engage with prospective sponsors. And don’t forget to look for companies with existing relationships to your cause, such as employee giving engagement, either! Your donors’ employers are going to be some of your greatest prospects, while you can use other components to narrow down your list and target your focus.

What to track at this stage: Potential sponsors, companies to reach out to, your donors’ employers

2. Develop a Compelling Sponsorship Proposal

A sponsorship proposal serves as your pitch to potential sponsors, outlining the benefits and specifics of the partnership you seek. A strong, tailored proposal shows potential sponsors how a partnership would meet their objectives and add value to their bottom line.

As you craft your proposal, include details about your nonprofit’s mission, audience demographics, and past successes. Plus, offer sponsorship packages that highlight visibility opportunities, such as logo placements, event sponsorships, or media mentions. You can even personalize proposals based on the sponsor’s interests, whether it be employee engagement or brand alignment.

After all, the best sponsorships occur when both parties’ needs are being met, allowing the relationship to co-create value on all sides.

What to track at this stage: Outreach to potential sponsors, as well as any responses you receive

3. Secure Sponsorship Agreements

Once a sponsor agrees to work with you, you’ll want to formalize the arrangement through a written agreement that outlines specific expectations. After all, a clear agreement protects both parties and ensures transparency and accountability throughout the partnership.

In the arrangement, start by clearly defining any financial or in-kind contributions, timelines, and deliverables. Specify how and when the sponsor will receive agreed-upon benefits and include terms for any modifications that may arise.

What to track at this stage: Partnership expectations and timelines

4. Deliver on Commitments

Delivering on your promises strengthens relationships and boosts the likelihood of companies ultimately renewing their sponsorships. This next step ensures that all obligations outlined in the agreement are fulfilled to maintain the sponsor’s trust and satisfaction.

To do so, be sure to track milestones and deadlines to ensure timely execution. Provide promised benefits, such as branding opportunities, event access, or social media mentions, and document the process to show proof of fulfillment throughout.

What to track at this stage: Tangible deliverables agreed upon through the sponsorship

5. Measure and Report Impact

At this point, it’s time to evaluate the outcomes of the sponsorship to demonstrate its success to the sponsor⁠—and inform future partnerships. Sponsors want to see the value and impact of their support, which justifies their investment and builds trust.

For the best results, track metrics like funds raised, audience engagement, or the number of beneficiaries served (but there’s more on that below). You can even use visuals such as charts, photos, or testimonials to make reports engaging, highlighting key achievements and alignment with the sponsor’s overall goals.

What to track at this stage: Mission impact through funds raised or collected

6. Maintain and Strengthen Relationships

This final step focuses on nurturing the sponsor relationship to foster loyalty and future collaborations. After all, strong relationships lead to repeat sponsorships, referrals, and long-term partnerships.

Keep in regular contact with sponsors even after their engagement ends, sharing updates and thanking them for their contributions. Plus, you’ll want to actively seek feedback to improve their experience and explore ongoing sponsorships.

What to track at this stage: Sponsor feedback, opportunities for future improvements or engagement

Metrics & KPIs for tracking corporate sponsorship success

Tracking the success of corporate sponsorships involves the measurement of both quantitative and qualitative outcomes. Here are some key metrics and KPIs nonprofits can use to evaluate and optimize their sponsorships:

Sponsorship revenueTotal monetary contributions received from sponsors.
Percentage of goal achievedHow much the sponsorship helped reach specific campaign or event fundraising goals.
Return on investment (ROI)Sponsorship income compared to costs incurred in delivering the partnership (e.g., branding, events, or communications).
Audience reachThe number of people exposed to the sponsor’s brand through the partnership (e.g., event attendance, social media impressions, or website traffic).
Social media mentionsPosts, shares, or comments that highlight the sponsor or partnership.
Media coverageArticles, press mentions, or interviews that reference the sponsorship.
Campaign performanceResults from co-branded marketing campaigns, including click-through rates, conversions, and lead generation.
Event participationNumber of sponsor representatives or employees attending events or engaging in sponsored activities.
Beneficiaries servedThe number of people or communities positively impacted due to the sponsorship.
Program outcomesTangible results of the sponsorship, such as meals provided, scholarships awarded, or shelters built.
Sponsor retention ratePercentage of sponsors who renew their support year after year.

By consistently monitoring these metrics, nonprofits can assess the effectiveness of their corporate sponsorships, demonstrate value to their sponsors, and identify areas for improvement to build stronger, more impactful partnerships in the long term.

Next steps & additional resources

Tracking corporate sponsorships effectively is the key to building stronger relationships. By implementing the right tools, following our recommended best practices, and analyzing KPIs to calculate corporate partner success, your organization can foster lasting relationships with sponsors while achieving its mission better.

Remember, the effort you put into tracking today will pay off in future sponsorship opportunities and increased trust with your partners. Take the next step: evaluate your current tracking processes, explore new tools, and refine your strategy to unlock the full potential of your corporate sponsorships.

With the right approach, you’ll not only meet your goals but also create a sustainable framework for long-term success.

Interested in learning more? Check out these additional resources on corporate sponsorships and other forms of workplace giving:

Raise more by tracking matching gifts and corporate sponsorships with Double the Donation.

The Ultimate Guide to Marketing Corporate Sponsorships

The Ultimate Guide to Marketing Corporate Sponsorships

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Corporate sponsorships can be a game-changer for nonprofits, offering essential funding, resources, and visibility that help amplify their impact. But attracting and maintaining these partnerships takes more than just a compelling mission. It requires strategic promotion, targeted outreach, and strong relationship-building. In other words, marketing corporate sponsorships is about showcasing the value of partnership in a way that resonates with corporate goals while advancing your nonprofit’s mission.

Lucky for you, this guide will show you exactly how to approach and excel in each of these areas, empowering your nonprofit to build impactful, lasting partnerships. Specifically, we’ll cover:

From identifying the right partners to creating tailored sponsorship packages and measuring your success, this article will equip you with the knowledge you need to build sustainable, mutually beneficial sponsor relationships. Let’s begin!

Understanding Corporate Sponsorships

Corporate sponsorships can be defined as dedicated partnerships in which a business or other organization provides financial support, goods, or services to a nonprofit, event, or cause in exchange for brand exposure and other benefits.

These partnerships are typically designed to be mutually beneficial. The nonprofit receives valuable resources, funding, or in-kind contributions. Meanwhile, the company gains visibility, positive brand association, and opportunities to align with causes that matter to its target audience.

Corporate sponsorships can take many forms and often include:

Financial contributions

This is the most traditional form of sponsorship, where a company provides monetary support (one-time or ongoing) to a nonprofit. In exchange, the company typically receives brand exposure, recognition, or specific benefits as outlined in a sponsorship agreement.

In-kind donations

Rather than cash, companies provide goods, services, or knowledge that can directly benefit the nonprofit or its programs. Examples of in-kind donations include providing technology, office supplies, event space, or skills-based volunteer hours. This type of sponsorship can significantly reduce a nonprofit’s operating costs while allowing companies to contribute in a way that aligns with their products or expertise.

Media sponsorships

In a media sponsorship, a company (usually a media outlet) provides promotional support to increase visibility for a nonprofit’s event or cause. This support can include free or discounted advertising space, social media promotion, press coverage, or even media production assistance. Media sponsorships are valuable as they help nonprofits reach a wider audience, often without the usual advertising costs.

Corporate and employee giving

Corporate and employee giving programs allow companies and their employees to contribute to nonprofits through matching gift programs, payroll deductions, and volunteer grants or hours. These programs not only boost direct funding but also encourage employee involvement in causes, fostering a culture of philanthropy within the company and organization alike.

Marketing the four types of corporate sponsorships

Not to mention, the partnerships can be formed for many purposes, such as upcoming events, new or expanded programs, and other projects.

Developing a Sponsorship Marketing Strategy

Before you jump into marketing corporate sponsorships, it’s a good idea to establish a dedicated strategy for doing so. Here are a few steps you can take prior to your marketing rollout:

Identify target sponsors.

Finding the right sponsors is the foundation of a successful corporate sponsorship strategy. Begin by researching companies that have a history of supporting causes similar to your nonprofit’s mission⁠—or that have a Corporate Social Responsibility (CSR) focus that aligns with your values.

From there, you’ll want to consider their audience, industry, and goals. Are they looking to boost community involvement, improve their brand image, or reach new markets? Knowing their motivations can help you present a partnership that speaks directly to their interests.

Not to mention, your donors’ employment information can have some valuable insights here as well! If a ton of your donors (particularly those engaging in matching gift programs) work for a specific company, that company can be a great place to kick off your outreach efforts.

Create a value proposition.

Your value proposition is the core of your sponsorship pitch. It essentially answers the question, “Why should a company sponsor us?” making it clear that a partnership with your nonprofit is more than just a charitable act—it’s a strategic, impactful investment.

To craft a strong value-add, focus on the unique benefits a partnership with your organization can offer the potential sponsor. This might include audience reach, media exposure, community engagement, or brand alignment with a meaningful cause.

In your planning, be sure to emphasize how the partnership will advance both the company’s CSR goals and your nonprofit’s mission. And whenever possible, offer real data insights to showcase the tangible benefits a sponsor could gain.

Establish sponsorship packages.

Sponsorship packages provide companies with structured options for involvement, allowing you to offer tailored benefits that meet varying levels of sponsorship commitment.

A tiered sponsorship package (e.g., Gold, Silver, Bronze, etc.) gives businesses flexibility and enables your nonprofit to cater to different types of companies, from local small businesses to enterprise-level corporations.

For the best results, sponsorship packages should include the following key components:

  • Levels and Benefits: Define clear sponsorship levels with ascending benefits. For example, higher-tier sponsors may receive more prominent logo placement, exclusive media mentions, or speaking opportunities at events.
  • Customization Options: Offer ways for sponsors to customize packages based on their unique goals, such as targeted event promotions or digital-only sponsorships.
  • Clear Deliverables: Outline exactly what the sponsor will receive⁠—and the benefits of each package⁠—to avoid misunderstandings and ensure transparency throughout the process.

All in all, having well-defined sponsorship packages will make it easy for potential partners to see the value of working with you and select a level that aligns with their budget and impact goals.

Build a corporate sponsorships landing page.

Your website is where most supporters will go to research your organization and the various ways you offer to get involved. That includes corporate partners! Thus, establishing a dedicated sponsorships page on your website can be a great way to turn interest into action.

Ideally, this page should serve as a one-stop hub where potential sponsors can learn about your organization, explore sponsorship opportunities, and take steps to initiate a partnership. Here are a few key elements you’ll want to include:

  • Clear and Compelling Content: Describe your nonprofit’s mission, goals, and the impact of corporate partnerships in a way that engages and motivates potential sponsors.
  • Sponsorship Benefits: Clearly outline the benefits of sponsorship, such as brand exposure, media mentions, and event participation.
  • Past Successes: Include case studies, testimonials, or success stories from previous sponsors to demonstrate the positive outcomes of your partnerships.
  • Easy Contact or Inquiry Form: Make it simple for sponsors to reach out by including an inquiry form, allowing them to express interest and connect with you for more information.

A dedicated partnerships page can be the first step in converting a company’s interest into a lasting sponsorship, providing everything they need to understand the value and start the conversation.

Raise more by marketing corporate sponsorships and matching gifts with Double the Donation.

Attracting Corporate Sponsorships

Now, it’s time to reach out to potential sponsors and drum up interest in your organization’s partnership opportunities. Here are three tangible steps you can take to do so effectively:

Initiate personalized outreach.

When it comes to securing corporate sponsorships, personalized outreach can make all the difference. Companies typically receive many partnership requests, so tailoring your communication to speak directly to a potential sponsor’s goals, brand identity, and social values shows you’ve done your research and see them as more than just a funding source.

Start by identifying the right point of contact⁠—ideally someone within their CSR, marketing, or HR departments⁠—and personalize your outreach to reflect the specific ways a partnership could align with their objectives.

Check out these tips and strategies for effectively personalizing your outreach:

  • Research Company Values and Goals: Study their mission statement, CSR initiatives, and past partnerships. Reference these in your outreach to show your proposal aligns with their priorities.
  • Highlight Relevant Sponsorship Benefits: Frame your proposal around how their brand could benefit from supporting your nonprofit, using language that speaks to their industry or audience.
  • Follow Up Thoughtfully: If you don’t receive an immediate response, follow up in a respectful and value-driven way, such as by sharing a relevant success story or impact update.

Initiating personalized outreach demonstrates respect for their brand and positions your organization as a professional, mission-driven partner worth considering. And your supporters may be able to help here, too! If you have a donor who works for one of your potential partners, see if you can use that connection to get your foot in the sponsorship door.

Showcase tangible impact.

Companies want to see the impact their sponsorship will have—not just on your organization but on the communities you serve. By showcasing tangible outcomes, such as the number of people helped, environmental changes made, or specific projects supported, you create a compelling story that resonates with their values and provides concrete evidence of the difference their contribution makes.

Demonstrating tangible sponsorship impact reassures companies that their support is driving meaningful change, making them more likely to engage and continue partnering with you.

Leverage employee engagement.

Employee engagement can be a powerful asset when attracting corporate sponsorships. After all, many companies are eager to involve their employees in social impact activities, as it boosts morale, strengthens team dynamics, and fosters a positive corporate culture.

In order to market corporate sponsorship opportunities well, we recommend highlighting ways the partnership could engage their staff, such as through hands-on volunteer days, team fundraising events, or workplace giving campaigns like matching gifts and more. You can even focus on one-off engagement opportunities such as custom or unique matching gift programs!

Integrating employee engagement options into sponsorship proposals creates added value for corporate partners, strengthening the appeal of sponsorship and establishing a more comprehensive relationship model.

Marketing Sponsorships, Once Secured

After you’ve connected with companies and established sponsorship agreements, you’ll want to market the partnerships to your broader audience, too. Check out these tips and tricks to promote your new partnerships:

Showcase corporate sponsorships on social media.

Social media is a powerful medium for highlighting corporate sponsorships and demonstrating the positive impact your partners are making. By publicly acknowledging sponsors through social channels, you can increase their brand exposure, showcase their commitment to your cause, and encourage engagement from their audience as well.

To do so well, we suggest sharing visuals, videos, or testimonials that highlight the sponsor’s involvement in a way that tells a story and engages viewers. Meanwhile, tagging sponsors and using relevant hashtags can increase the visibility of your posts, too. You can even invite sponsors to collaborate on social media campaigns, such as with joint posts, live events, or story takeovers, to enhance interaction and brand alignment.

When done well, social media posts that celebrate sponsorships help reinforce the sponsor’s brand while also boosting your nonprofit’s credibility and reach.

Not to mention, regularly showcasing corporate sponsorships on social media also reinforces the value of sponsoring your organization to other potential partners!

Incorporate co-branded marketing opportunities.

Co-branded marketing has the potential to amplify the reach and impact of both your nonprofit and the corporate sponsor. All you need to do is create and share promotional content that benefits both brands.

Whether it’s through a joint email campaign, special edition merchandise, or shared media initiatives, co-marketing offers sponsors unique visibility while reinforcing your collaboration and demonstrating a united front for the cause.

Tracking and communicating sponsorship KPIs.

To demonstrate the success and value of your sponsorships, it’s essential to track and communicate key performance indicators (or KPIs) that matter to sponsors. These might include metrics like…

  • Brand reach
  • Social media impressions
  • Engagement levels, open, and click rates
  • Event attendance
  • Audience demographics
  • Specific outcomes achieved with their funding

Regularly reporting on sponsorship KPIs helps sponsors see the tangible results of their investment and strengthens the case for ongoing support. By sharing data-driven insights like these, you can give sponsors a clear picture of the impact their support has had, reinforcing the value of your partnership and laying the groundwork for future collaboration.

Next Steps & Additional Resources

Marketing corporate sponsorships is an art that combines storytelling, strategy, and relationship management. By applying the tactics provided in this guide, your organization can create meaningful partnerships that not only boost funding but also enhance brand recognition and community impact.

Remember, corporate sponsorships are most successful when they provide value to both parties, fostering a sense of shared purpose and mutual growth. As you implement these tips, don’t forget to continuously assess and refine your approach, nurturing long-term relationships that can support your mission for years to come.

With the right marketing, your nonprofit can attract sponsors eager to make a difference together.

Interested in growing your knowledge of all things corporate giving? Check out these recommended resources to learn more:

Raise more by marketing corporate sponsorships and matching gifts with Double the Donation.

This article will go over the basics of corporate sponsorships and how to secure one for your nonprofit.

How to Unlock Corporate Sponsorships: Get More Support

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Securing corporate sponsorships involves building relationships with corporate prospects on top of all the other important work you’re doing to raise support for your nonprofit. But these partnerships are well worth it, as corporate giving can be an invaluable source of revenue, positive social image, and ongoing support.

In this article, we’ll discuss some corporate sponsorship best practices your organization can leverage to secure the best partnership suited to your cause, as well as some of the top corporate sponsors. We’ll cover the following topics:

  1. What is a Corporate Sponsorship?
  2. How to Find Corporate Sponsorships
  3. Companies with Excellent Corporate Sponsorship Programs
  4. How to Ask for a Corporate Sponsorship
  5. How to Cultivate Relationships with Corporate Sponsors
  6. Developing Mutually Beneficial Partnerships with Auto-Submission
  7. Additional Corporate Giving Programs

Understanding the importance of corporate sponsorships is just the beginning. Securing the right corporate sponsorship is another story entirely. Let’s get started!

Raise more by tracking matching gifts and corporate sponsorships with Double the Donation.

What is a Corporate Sponsorship?

A corporate sponsorship is a form of support nonprofits receive from corporations to fund events, nonprofit programs, or specific projects. The benefits are twofold: nonprofits receive the help they need to continue serving their missions, while the company receives tax deductions and a positive reputation for its brand.

Corporate Sponsorship Types

Corporate sponsorships can take many forms. Here are a few examples of the most common types:

The four types of corporate sponsorships are shown and explained below.

Financial

This is when a company donates money to sponsor an event or program. Generally, nonprofits recognize the company through various event materials, such as signage, merchandise, and online advertising, in exchange for its support.

In-Kind

An in-kind sponsorship involves a company donating goods or services to an event or project. For example, a restaurant might provide catering services, or a spa may donate free spa packages as a raffle prize.

Media

Some companies cover the cost of promoting a nonprofit event through media sponsorships. This could include radio promotions, TV ads, or printed advertisements.

Corporate and Employee Giving

Beyond typical corporate sponsorships, other forms of corporate giving can help your nonprofit. These include automatic payroll deductions, volunteer programs, and corporate matching gifts. Read more about these below!


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Benefits of Corporate Sponsorships

Corporate sponsorships benefit both companies and nonprofits in the following ways:

Benefits for Nonprofits

  • Increased awareness. By leveraging a company’s audience, nonprofits can share their mission with more people.
  • Acquisition of new supporters. Corporate sponsorships can transform a company’s customers into their nonprofit partner’s supporters.
  • Boosted credibility. If potential supporters see a well-known company supporting your nonprofit, they can be confident they’re contributing to a legitimate cause and organization.

Benefits for Companies

  • Positive brand recognition. Helping nonprofits gives companies a chance to live up to their proclaimed values and demonstrate their community involvement.
  • Attracting new customers. Just as a company’s customers can turn into a nonprofit’s supporters, a nonprofit’s supporters can also be converted into the corporate sponsor’s customers.
  • Happy employees. When companies practice social responsibility, their employees can feel good knowing they’re working somewhere that honors their values and supports worthy causes.

Considerations to Keep In Mind Before Getting Started

Clearly, corporate sponsorships benefit all parties. But before getting started, there are a few things to be aware of to prepare for a sponsorship:

  • Legal compliance. Depending on what kind of agreement you make with a business, the sponsorship may be qualified as a commercial co-venture. This usually occurs during cause marketing campaigns that involve sharing revenue (e.g., a retailer selling a shirt and giving your organization part of the proceeds). However, it’s best to check with a lawyer to ensure you are complying with the law and meeting your state’s licensing requirements.
  • Dependency. Relying too heavily on support from sponsors, particularly just one or two businesses, could leave your nonprofit financially vulnerable if a business cannot or decides not to continue supporting your organization. Build a robust network of corporate connections and diversify your revenue sources to ensure your nonprofit is sustainable.
  • Potential conflicts. Conflicts are a possibility in any relationship, ranging in seriousness from a misread email to ethical concerns. You can limit conflicts by selecting corporate sponsors with values that align with yours and clearly communicating shared responsibilities and expectations early in the relationship. Ensuring all sponsorship agreements are detailed in writing can be useful for preventing and navigating conflicts that may occur.

Don’t let these factors prevent your nonprofit from taking advantage of the benefits of a corporate sponsorship. Proper due diligence, careful documentation, and clear communication can help you manage and even prevent these concerns altogether.

How to Find Corporate Sponsorships

When it comes to asking for corporate sponsorships, be intentional about who you choose to work with. As you research potential partners, consider the following tips to narrow down your search:

The four ways of finding corporate sponsors are detailed and explained below.

Contact Local Businesses

Start local! Approach the businesses in the immediate area of your event. To find candidates, use resources like:

  • Your local chamber of commerce directory
  • Networking events
  • Professional networking sites like LinkedIn
  • Social media platforms

These businesses are more likely to see the value in sponsoring an event in their own community, which can greatly impact their decision to partner with you.

Seek Out Shared Values

A corporate partner should align with your organization’s mission. For instance, if you’re an environmental organization, you should work with a corporation that values sustainability, environmental conservation, and other related issues. Your organization could end up losing credibility if you partner with a corporation that substantially harms the environment or has received bad press.

Browse a business’s website, social media platforms, and other resources to get a feel for its values. Many companies list their values publicly. Then, discuss these values with the company’s point of contact before confirming the sponsorship to ensure you understand what they mean in practice.

Look Online

Search for lists of companies that donate to nonprofits online. These companies have a reputation for their philanthropic behaviors, so they might be more interested in forming a partnership than a business with no previous interest in charitable giving. You might find one you haven’t thought of before.

Leverage Points of Contact

If your board members or other members of your organization have connections or contacts at a particular company, ask them to directly reach out and request a sponsorship. Additionally, companies may be looking to fulfill the ethical and philanthropic obligations laid out in the pyramid of CSR.

Top 10 Companies With Excellent Corporate Sponsorship Programs

Zipsprout’s guide to corporate sponsors shares some interesting corporate sponsorship statistics. We’ve combined these statistics with insights from our robust database of matching gift and volunteer grant programs to highlight the best corporate sponsorship and relationship opportunities.

Check out these top corporate sponsors!

Programs Offered
Wells Fargo Matching gifts and volunteer grants
State Farm Matching gifts and volunteer grants
PepsiCo Matching gifts and volunteer grants
U.S. Bank Matching gifts and volunteer grants
Bank of America Matching gifts and volunteer grants
Anheuser-Busch Matching gifts
Clif Bar Matching gifts
The Coca-Cola Company Matching gifts
Walmart Matching gifts and volunteer grants
McDonald’s Matching gifts

1. Wells Fargo

Wells Fargo has sponsored 2.89% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #1 on the list of top corporate sponsors.

“Wells Fargo is committed to building an inclusive, sustainable future for all through a focus on opening pathways to economic advancement, championing quality, affordable homes, empowering small businesses to thrive, and driving an equity-focused transition to a low-carbon economy.”

– Wells Fargo’s Community Giving Page

Corporate Giving Information

Wells Fargo offers both matching gifts and volunteer grants. The company matches up to $2,000 per employee at a 1:1 ratio.

Learn more about Wells Fargo’s corporate giving programs!

2. State Farm

State Farm has sponsored 1.07% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #5 on the list of top corporate sponsors.

“With more than 19,000 agents around the country, State Farm is a committed member of your community and we welcome any opportunities that build our brand and tie into our marketing strategies on both a local and national level.”

– State Farm’s Marketing Sponsorships Page

Corporate Giving Information

State Farm offers both a matching gift program and volunteer grant opportunities. The company matches up to $4,500 at a 1:1 ratio for full-time employees.

Learn more about State Farm’s corporate giving programs!

3. PepsiCo

PepsiCo has sponsored 0.98% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #6 on the list of top corporate sponsors.

“At the heart of the PepsiCo Foundation is our belief in the potential possessed by the people and communities we serve. There are far too many communities around the world, however, that are systemically excluded from access to the essential resources they need to grow, prosper and thrive — like nutritious food, safe water and economic opportunity. That is why the PepsiCo Foundation’s work focuses on the creation of sustainable and innovative solutions to these three critical socioeconomic issues.”

– PepsiCo’s Philanthropy Page

Corporate Giving Information

PepsiCo matches employee donations up to $10,000, with a minimum donation amount of $25. The company also offers a volunteer grant program.

Learn more about PepsiCo’s corporate giving programs!

4. U.S. Bank

U.S. Bank has sponsored 0.97% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #7 on the list of top corporate sponsors.

“Nonprofit donations and sponsorship are an integral part of our company’s philanthropic initiatives. In 2022, U.S. Bank contributed more than $32 million in corporate contributions and nonprofit sponsorships.”

– U.S. Bank’s Charitable Giving and Volunteerism Page

Corporate Giving Information

U.S. Bank matches up to $3,000 in donations made by active full- and part-time employees at a 1:1 ratio. The company also offers a “Dollars for Doing” volunteer grant program.

Learn more about U.S. Bank’s corporate giving programs!

5. Bank of America

Bank of America has sponsored 0.92% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #8 on the list of top corporate sponsors.

“We have countless strong nonprofit alliances around the country, which include grants and sponsorships to local organizations that help improve financial lives and entire communities. Some areas we concentrate on are workforce development and education, basic needs like food and housing, and community development.”

– Bank of America’s Grants & Sponsorships Page

Corporate Giving Information

Bank of America offers matching gifts and volunteer grant opportunities. The company matches up to $5,000 in donations to most nonprofits at a 1:1 ratio.

Learn more about Bank of America’s corporate giving programs!

6. Budweiser/Bud Light (Anheuser-Busch)

Budweiser has sponsored 0.76% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #9 on the list of top corporate sponsors.

“We are business partners, collaborators, and community leaders working to make a difference around the corner and around the globe. We create jobs. We help our neighbors when natural disasters strike. We remain unwavering in our advocacy for responsible drinking. We put sustainable innovation at the center of our business by reducing our use of precious natural resources and continuously striving to leave our world a cleaner place for the future.”

– Anheuser-Busch’s Community Page

Corporate Giving Information

Anheuser-Busch’s matching gift program matches donations up to $5,000 per year at a 1:1 ratio.

Learn more about Anheuser-Busch’s corporate giving programs!

7. Clif Bar

Clif Bar has sponsored 0.74% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #10 on the list of top corporate sponsors.

“From the volunteer work we do locally to the way we source ingredients globally, our commitment to the communities we touch is an important part of who we are.”

– Clif Bar’s Aspirations Page

Corporate Giving Information

Clif Bar offers a matching gift program to active employees, matching up to $2,500 in donations at a 1:1 ratio.

Learn more about Clif Bar’s corporate giving programs!

8. The Coca-Cola Company

The Coca-Cola Company has sponsored 0.72% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #11 on the list of top corporate sponsors.

“Our mission is to make a difference in communities around the world by investing in transformative ideas and institutions that address some of our most pressing global challenges.”

– The Coca-Cola Foundation

Corporate Giving Information

The Coca-Cola Company offers a very generous matching gift program. The company contributes up to $20,000 per employee per year, matching at a 2:1 ratio.

Learn more about The Coca-Cola Company’s corporate giving programs!

9. Walmart

Walmart has sponsored 0.68% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #12 on the list of top corporate sponsors.

“We seek to create value in the communities around the world where we operate, strengthening them through local grants supporting programs that help them thrive.”

– Walmart’s Local Community Support Information

Corporate Giving Information

Walmart matches up to $25,000 in donations made by executive-level employees at a 3:1 ratio. The company also offers a volunteer grant program.

Learn more about Walmart’s corporate giving programs!

10. McDonald’s

McDonald’s has sponsored 0.67% of nonprofits in a database of nonprofits that publicly list their sponsors, placing them at #14 on the list of top corporate sponsors.

“We show our commitment to helping others by facilitating fundraising and engaging volunteers for Ronald McDonald House Charities® programs and the McDonald’s® HACER® National Scholarships. Through involvement in youth sports, local charities and events that inspire the world, giving back is an essential part of the way we operate every day.”

– McDonald’s Community Page

Corporate Giving Information

McDonald’s offers a very generous matching gift program, matching up to $10,000 in employee donations (depending on role) per year at a 1:1 ratio.

Learn more about McDonalds’ corporate giving programs!

How to Ask for a Corporate Sponsorship

Once you’ve identified corporations you want to partner with, it’s time to plan how you’ll approach them. Forming the right ask depends on your goals, who you’re reaching out to, and when you plan to make contact. Here’s a helpful list of strategies to help you make the ask:
This image and the following text show a variety of ways you can effectively ask for a corporate sponsorship.

Promote Your Sponsorship Page

Creating a sponsorship page on your nonprofit’s website is a great way to condense the must-know information about sponsoring your organization. Include information like:

  • Your sponsorship levels
  • A case for support that explains why you need sponsors
  • How an interested company can reach out to your team

Then, promote this page across different channels, such as social media and paid advertising platforms like Google Ads. You can tap into paid advertising for free with the Google Ad Grant! If you apply and are approved, you can promote content like your sponsorship page on Google Search Results for relevant keywords.

Finding the right keywords can take some work, but you can always turn to a professional to handle the work for you. A Google Ad Grants expert like Getting Attention can help you optimize your sponsorship landing page and promote it using Google Ads.

Be Creative

You can ask a company to sponsor just about anything. Use aspects of your event that already exist, and turn them into sponsorship perks. Then, be sure to position them as excellent sponsorship opportunities for your potential partners.

Set the Right Sponsorship Levels

Just like you receive a variety of donation amounts from individual supporters, establish multiple levels of sponsorship for corporations to agree to. If you have an event with hundreds or thousands of people, make sure your sponsorship levels are high enough (such as $1,000 and up). You don’t want sponsorship to be priced so high that no one will want to participate, but by keeping levels elevated, sponsors will feel like the event is well-run and that you have confidence in what you’re doing.

On the other hand, if you’re planning a smaller event and have difficulty securing a large sponsorship, consider offering a lower sponsorship level with fewer perks. For instance, you could offer a $100 level for smaller businesses not interested in the larger sponsorship opportunity.

Explain Why You’re a Perfect Fit

As you make your ask, explain how this corporate partnership will contribute to building up the company’s brand. Do your missions align? What will working with your nonprofit help the company achieve in terms of its own goals? Keep these in mind and communicate them as clearly as possible.

Ask About the Company’s Objectives

That said, asking the company directly about its objectives and priorities demonstrates that you’re genuinely interested in bringing value to the partnership. Remember, your corporate sponsors have objectives, or “missions,” of their own. They’ll want to know they’re supporting a nonprofit that aligns with these goals and that the sponsorship can help them achieve them.

Tell a Story

Explain to potential sponsors how their sponsorship and support can directly impact someone as part of your mission. For instance, “$1,000 will help us provide meals to 5 families of 4 for a week.” Additionally, share how last year’s sponsors were able to help your organization accomplish its goals.

Tailor Your Ask

Rather than using one main template and filling in names, make your ask personal and write individualized letters. These should be addressed to a relevant person at the company who is most likely to be receptive to hearing about your cause. Make sure you do your research on who to ask. Go beyond just marketing contacts and speak to anyone who will sympathize with your mission and also be in a position to create a plan of action!

Consider In-Kind Donations

If a business declines to offer a monetary sponsorship, consider asking for a non-monetary sponsorship instead, such as coupons for free services on event day. You can also request that a portion of their proceeds on the event day be donated back to the organization. A business in the area could 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 certainly equate to a sponsorship level.

Leverage Your Data

Always back up your corporate sponsorship asks with supporter data! Determine 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 aged 50 to 60, let the company know how many people or what percentage of participants attending your event fall into that group.

Find the Right Timing

The timing of your sponsorship 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 adjust your strategy to 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.

Propose a Plan

Part of crafting an appealing sponsorship ask means outlining your campaign initiatives and success metrics. This means defining your fundraising goal and the impact it will have first and foremost.

As mentioned before, use numbers and data to support your proposal. But also be sure to define your success metrics and use KPI benchmarks that show when you’ve achieved your fundraising goals. Be specific about how your organization plans to meet its objectives, and link this process to ongoing projects, as well.

Draft a Sponsorship Agreement

The biggest thing that will demonstrate that you’re professional and committed to the partnership is a sponsorship agreement. It should be written down to outline your goals, expectations, and other deliverables for your organization and the company. It’s also a good idea to include how you’re going to recognize the company for its support, such as through advertising materials, merchandise, or event printouts.

Follow Up

Haven’t heard back? Don’t give up! Continue to communicate with companies after you’ve reached out with a corporate sponsorship request. Always check back to ensure someone has received your call, email, or letter. If not, ask to speak to the appropriate person at the company, and/or resend your ask to that person.

How to Cultivate Relationships with Corporate Sponsors

Once you’ve secured your corporate sponsorship, don’t let the relationship fall by the wayside! In addition to presenting your partnership in a professional light, continuing to recognize and work with your sponsor can have a huge impact on your organization.

Here are some effective ways to work with a sponsor after they’ve agreed to support your cause:

This image shows ways to cultivate relationships with corporate sponsors.

Treat Them Like Part of the Team

Treat your corporate sponsors like part of the team, because they are part of the team. Many sponsors will feel more engaged and recognize that they’re getting more from their sponsorship if they hear from you often. This doesn’t mean sending them an email every day, but rather, treating them like a team member.

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

Pay Attention to the Little Things

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

These little touchpoints show that you acknowledge the importance of their support, yet the cost is minimal, which demonstrates good stewardship by not wasting the sponsor’s money.

Thank Your Sponsors Publicly

Feature sponsor logos and information in your event materials, such as merchandise, pamphlets, and online advertisements and emails. Then, give a shoutout on social media! Tag their company or business page, and publicly thank them in a post.

This will help your sponsor gain exposure as a reward for supporting your event, and it will also help solidify your partnership as beneficial and worthwhile in terms of the company’s branding. Most likely, the company will then re-post your original post to its full audience to help your event reach new constituents.

Additional Corporate Giving Programs

Corporate sponsorships are a fantastic source of funding and support for your nonprofit’s events and projects. But you should also research other forms of corporate philanthropy. Especially when combined with a corporate partnership, other types of philanthropy can maximize your fundraising revenue and keep your supporters engaged.

Of course, managing different areas of workplace giving like matching gifts, volunteer grants, payroll giving, and more can be tricky if you don’t have a centralized platform. Seek out software that can help you identify opportunities, collect data, and share insights for oft-overlooked types of corporate giving. This way, you’ll be able to capitalize on more opportunities for support, growing your funding and support through one organized database.

Here are a few of the different types of corporate giving opportunities your nonprofit can seek out and manage with software:

Matching Gifts and Fundraising Matches

Corporate matching gifts are the most popular type of corporate giving program with more than 26 million individuals working for companies with matching gift programs.

Through these programs, companies match the donations their employees make to eligible nonprofits. Typically, these matching gifts occur at a 1:1 ratio, but some companies will match at a higher rate. This means that your donors’ gifts could be doubled (or even tripled!) at no additional cost to the supporter.

Additionally, some employers match funds their employees raise on behalf of a nonprofit. For example, if you hold a walk-a-thon and an employee raises $250 in pledged donations, the match would bring it to a grand total of $500!

If you’ve already set up a partnership with a company, their employees will be encouraged to donate to your cause. While they are a popular form of corporate giving, matching gifts are still an overlooked revenue source. That’s why it’s important to raise awareness among all of your donors and supporters, whether they’re connected to known sponsors or not.

To help raise awareness among your supporters about matching gifts, consider investing in matching gift software. A solution like 360MatchPro by Double the Donation offers:

  • A comprehensive matching gift database that houses information about thousands of companies and their corporate giving programs. Donors can search for their employers using a straightforward search tool, which can be easily embedded into your website.
  • Email tools that help you identify matching gift opportunities within your existing donor database and trigger emails to relevant donors.
  • Email address detection tools that can identify opportunities based on a donor’s email domain. For example, 360MatchPro can automatically pick up that an email address like donorname@wellsfargo.com means the donor likely works for Wells Fargo.
  • Follow-up emails that remind donors to check with their employer for matching gift opportunities.
  • Automatic match request submission for donors whose employers use a CSR software vendor that partners with Double the Donation.

These are just a few of the features that 360MatchPro offers to spread awareness of matching gifts, remind employees to apply for them, and allow you to take advantage of this key revenue stream.

Find more matching gift revenue beyond your corporate sponsorship with Double the Donation!

Did you know you can make workplace giving even easier? Explore matching gifts auto-submission.

Corporate Grants

Corporate grants are gifts that businesses make to nonprofit organizations, usually for a specific purpose. Like other grants, these may involve an application process and often require your nonprofit to report how the grant was spent and the impact that funding had.

These grants can vary in size and scope, and they may be given in the form of:

  • Cash
  • In-kind donations (e.g, free products or pro bono services)
  • Other resources your organization may need

When it comes to finding corporate grants for your nonprofit, start with corporations you’ve already worked with during event sponsorships or other partnerships. Additionally, check online grant directories to source new funding opportunities.

Volunteer Grants

When you’re running your mission-relevant programs or any kind of fundraising event, it’s likely that your team will need volunteer assistance. But what if there was a way to turn these already beneficial volunteer hours into another source of fundraising revenue?

Volunteer grants are another common form of corporate philanthropy in which companies provide monetary grants to organizations where their employees regularly volunteer. If you fold this into your already established corporate partnerships, you may very well end up with extra funds for your mission!

Ask corporate sponsors to encourage their employees to volunteer at your event—especially if those volunteers offer specific skill sets that can benefit your cause. If the company also offers a volunteer grant program, this means you’ll get much-needed help at the event itself and you’ll raise more money.

Even if your volunteers don’t come from corporate partners, encourage them to look up their eligibility for a volunteer grant. Many matching gift databases also offer information about volunteer grants! 360MatchPro’s search tool allows volunteers to find their employers’ volunteer grant program details. Embed the search tool into your volunteer page for easy access.

Volunteer Time Off (VTO)

Volunteer time off (VTO) is paid time off that employees can use to volunteer. VTO hours are designated specifically for volunteer opportunities with registered nonprofit organizations, meaning employees can take time off during the workday to help your organization.

These programs provide employees with flexibility and help them fulfill their desire to better their communities. For your nonprofit, VTO policies can bring significant benefits like:

  • Providing more volunteers without investing time and resources into recruiting.
  • Expanding your volunteer pool can lead to more regular volunteers, a boost in volunteer referrals, and additional support for future events, programs, and campaigns.
  • Attracting volunteers with diverse skill sets (e.g., professional services like graphic design) to help you accomplish more with just the help of your supporters.
  • Boosting retention by giving these new volunteers an easy way to fit future volunteer shifts into their busy schedules.

Similar to volunteer grants, you can leverage your partner company’s VTO policy during the sponsorship. For example, employees might take an afternoon off of work to visit your facility the day before an event and help set up. Or, they might return after the event to help you write thank-you notes for donors.

Payroll Giving

Payroll giving, sometimes called automatic payroll deductions, is another perk of building relationships with companies. Employees can arrange to have a certain amount deducted from their paycheck and automatically donated to a nonprofit of their choice.

Some of the top advantages of encouraging employees to engage in payroll giving include:

  • A lack of transaction fees.
  • The ability to build long-term relationships (particularly if you provide updates about the impact of these gifts).
  • Funding you can count on.

These recurring donations can make a huge difference for your organization. Like a monthly giving program, they provide sustainable, reliable funding that you can expect each month. This makes budgeting easier and more accurate, helping you plan projects to fulfill your mission and maximize your funding.

In-Kind Donations

As you probably guessed from reading about in-kind sponsorships above, in-kind donations involve companies donating equipment, products, or services, rather than money. This expands beyond your fundraising events. Maybe your team needs marketing or tax assistance. Many companies are willing to provide these services to nonprofits free of charge!

Educating your organization about the various corporate giving programs out there can help boost your fundraising revenue. Pair that with strong corporate partnerships, and you’ll have the resources you need to continue serving your mission!

Developing Mutually Beneficial Partnerships with Auto-Submission

The most successful corporate partnerships are built on a mutually beneficial foundation between charitable organizations and for-profit companies. One of the best ways to improve both parties’ sponsorship outcomes is to make the process as easy as possible for everyone involved. That’s why we recommend implementing corporate giving auto-submission!

A graphic explaining how auto-submission creates mutually beneficial corporate sponsorships, as explained below.

Double the Donation’s auto-submission functionality is a groundbreaking development in the world of matching gifts and corporate partnerships. And it can aid nonprofit fundraising in a few key ways.

How Auto-Submission Improves Standard Matching Gift Experiences

Auto-submission makes matching gifts easier than ever for nonprofit organizations, their donors, and the companies that support them. Specifically, it enables eligible individuals to complete their match requests in significantly fewer steps⁠—meaning more matches are ultimately completed and fulfilled.

It also reduces the administrative workload for the nonprofit and business, which allows each group to make a larger impact. Not to mention, auto-submission capabilities include improved reporting practices, complete with new data points that allow organizations to better track matches through the process.

Introducing Custom Matching Gift Partnerships

On the other hand, there’s a wide range of companies that may not feel prepared to jump into a full-fledged matching gift program for their staff. However, they want to find a way to support nonprofit causes and inspire their employees to do the same.

Our recommendation for these types of partnerships is a custom (or “one-off”) matching gift program⁠—where a company will agree to match employee donations to a single organization. These are typically more targeted partnerships than a standard matching gift program, which allows for deepening relationships between a nonprofit and a corporate sponsor. And auto-submission allows these partners to facilitate their offering with minimal lift.

Custom matching gift programs are a unique way to secure corporate sponsors.

Organizations that use 360MatchPro can create custom match programs that are exclusive to their own database tool. And when auto-submission is enabled, employee giving transaction details are automatically passed from the nonprofit’s donation page to the business offering the program.

Additional Resources on Corporate Sponsorships

Corporate sponsorships can have a huge impact on more than just the money your organization brings in. They also affect your organization’s brand recognition, exposure, and credibility. Be sure to choose the right corporate partners for your sponsorships and put in the required research to find the best match. 

Looking for even more information about corporate philanthropy? Check out these resources below:

Corporate Sponsorships Large CTA