Every little bit helps, but let’s face it-that corporate sponsorship can make all the difference in the world between sink and swim when it comes to your non-profit. Business backing provides larger donations, a ready pool of volunteers and an incredible number of networking opportunities. The question is, how do you get those businesses on board in the first place?
Before you can tackle the “how”, let’s talk about the “why”. It’s important to understand the motivation behind a business’s involvement with a particular charity, and to recognize that it usually revolves around one of three reasons:
1) The business is interested in the potential tax breaks and benefits to them (as seen in the advertising they do in sports programs to support local booster organizations).
2) They want the positive PR.
3) They’re personally involved one way or another.
The question is, how can you make that work for you? Encourage corporate CEOs and their employees to take part in your organization’s activities-visiting a woman’s shelter, handing out meals at a soup kitchen or volunteering at the local hospital. Many employers enjoy the positive PR this gives them and are only too happy to let their employees participate on company time.
Organize special thank-you’s for your donors, and don’t leave anyone else. Positive media coverage is a blessing for a business trying to build a reputation, and as a non-profit organization you’re in a perfect position to provide it. Finally, look for benefits outside of the public relations arena for participating businesses. Charity organization or not, a little quid pro quo will go a long way toward sealing the deal gathering support for your non-profit and setting the stage for a long-term relationship with your corporate sponsors.
If you’re interested and you have the time, tune in to this video from business expert Adam Huttler on the business of non-profit in the new economy.