Track + Grow Corporate Giving: In-Kind, Cash Contributions
Every nonprofit leader dreams of sustainable funding, and corporate philanthropy remains one of the most powerful yet underutilized tools to make that dream a reality. Whether it’s a company donating a generous check or offering free products and services for your next event, corporate contributions help power your programs, support your staff, and elevate your mission in new ways.
But here’s the catch: securing a corporate gift is only the beginning. To truly grow this revenue stream, you need to track what’s working, nurture your relationships, and build a strategy that turns one-time donations into lasting partnerships.
In this guide, we’ll explore how to successfully manage and expand your corporate giving pipeline (including both cash and in-kind contributions) and share tools and techniques to help you find new opportunities.
But First…Here’s Why Corporate Giving Matters Now More Than Ever
Corporate giving continues to be a key driver of nonprofit success. In fact, according to Giving USA, corporations gave over $44 billion to U.S. charities in 2024, encompassing both monetary gifts and in-kind donations.
Why does this matter for your organization? Because companies are actively looking for ways to invest in causes that align with their values—and when you position your nonprofit as a strategic partner, you’re more likely to be on the receiving end of that generosity.
Corporate giving can help your organization:
- Increase fundraising capacity without over-relying on individual donors
- Enhance program reach and operational support
- Build community goodwill and legitimacy through company endorsement
- Access new audiences via employee engagement and marketing partnerships
In short, cultivating corporate gifts—both in-kind and financial—is a strategic move for nonprofits that want to grow sustainably and create long-term impact.
The Two Pillars of Corporate Giving: Cash + In-Kind
Corporate support comes in two primary forms, and each offers unique value to your organization. Understanding the difference helps you target and tailor your outreach more effectively.
Cash Contributions
These include direct monetary donations such as:
- Sponsorships for events or campaigns
- General operating support
- Program-specific grants
- Employee giving matches
Cash gifts offer the flexibility to fund what matters most to your organization, whether that’s staffing, new initiatives, or capacity building.
In-Kind Contributions
These are non-monetary gifts that provide direct value. Examples include:
- Donated products (e.g., auction items, food, clothing)
- Professional services (e.g., legal, marketing, design)
- Use of facilities or equipment
- Volunteer time from employees
In-kind donations help you stretch your budget and access resources that might otherwise be out of reach.
Many companies offer both types of giving—and may even have existing programs that your organization can tap into with the right approach.
How to Track Corporate Contributions Strategically
One of the most common mistakes nonprofits make is failing to track corporate gifts effectively. Without a clear system in place, it’s easy to lose momentum, miss follow-ups, or overlook great opportunities for growth.
Here are key steps to building a solid corporate giving tracking strategy:
Centralize Your Data:
Use a CRM or donor management system to create detailed corporate donor profiles. Track both cash and in-kind gifts, key contacts, communication history, application deadlines, and any employee engagement.
💡Tip: Before diving into your tracking strategy, assess whether your current CRM can handle your specific needs. Use a CRM assessment from a provider like Canvas Cloud to uncover gaps and opportunities in your current set-up.
Categorize Donations:
Separate donations by type (cash vs. in-kind), value, and purpose. For in-kind gifts, assign an estimated fair market value to ensure accurate reporting.
Monitor ROI and Impact:
Measure how each corporate gift contributes to your fundraising goals. Are event sponsors helping you reach more attendees? Is donated software improving your operational efficiency? Understanding the ROI (or return on investment) of each gift helps justify renewals and deepen engagement.
Establish Follow-Up Systems:
Set reminders or automate thank-you messages, impact reports, and renewal asks. Don’t let corporate relationships fade once a donation is made; ongoing engagement is essential.
Track Application Cycles:
Many companies with formal giving programs have strict timelines. Document deadlines, response times, and requirements for future reference.
When your tracking is tight, you’re more equipped to analyze trends, personalize outreach, and build more fruitful partnerships over time.
Ways to Grow Your Corporate Giving Program
Once you have a solid tracking system in place, the next step is growth. Here’s how to strategically expand your existing corporate giving program:
- Audit Your Existing Network
Start with the people who already support your mission. Do your board members, donors, or volunteers work for companies with giving programs? Use employment data to uncover existing connections and employer matching opportunities. - Target Businesses That Align with Your Mission
Look for companies whose values, customer base, or geographic presence align with your cause. A regional grocery chain may be more invested in food security than a tech startup, for example. - Apply to Corporate Giving Programs
Thousands of companies accept applications for sponsorships, grants, or in-kind donations. Resources like corporate giving databases can help identify which companies have open programs and how to access them. - Engage Employees, Not Just Executives
Workplace giving and volunteerism often drive corporate philanthropy from the ground up. Invite employees to get involved through team volunteering, payroll deduction programs, or peer-to-peer fundraising campaigns. - Offer Partnership Packages
Present companies with giving opportunities that combine cash sponsorships with in-kind contributions, marketing benefits, and employee engagement. Make it easy for them to say yes. - Recognize and Report
Celebrate your partners publicly through social media, events, and newsletters. After the gift, provide an impact report showing how their support made a difference.
Growing your program doesn’t always mean chasing giant corporations. Many small and mid-sized businesses are eager to give, especially when they can see the local or social return on investment.
Final Thoughts: From Tracking to Thriving
Corporate giving (both in-kind and cash) is a powerful tool for nonprofits looking to increase impact, diversify funding, and build community relationships. But to fully benefit, you need strategy, systems, and the right partners in your corner. By tracking corporate contributions with care and intention, and using that data to guide your growth, you position your organization to not just receive more, but to build lasting, mutually beneficial partnerships.
