How to Secure Corporate Sponsorships: Get More Unrestricted Funding to Support Your Programs and Services
- Nonprofit Learning Lab
- 1 day ago
- 6 min read
Securing corporate sponsorships can be a game-changer for nonprofits, providing much-needed funding to expand programs, host events, and increase impact. However, many organizations struggle with how to get corporate sponsors and make their sponsorship packages appealing. Whether you’re looking for sponsorship opportunities for an event, a long-term corporate sponsorship program, or ways to attract sponsors, this guide will help you develop a strong strategy.
Understanding How to Promote and Present Sponsorship Opportunities
Before reaching out to corporate sponsors, it’s essential to create a compelling sponsorship opportunity that highlights the benefits for both your nonprofit and the business. Companies invest in sponsorships to boost brand awareness, engage in corporate social responsibility (CSR),
and connect with target audiences.
Key Ways to Promote Your Sponsorship Package:
Showcase corporate sponsorship opportunities on your website with a dedicated page.
Provide clear benefits, such as brand exposure, media mentions, and community goodwill.
Highlight successful corporate sponsorship examples in your outreach.
Offer diverse options, such as event sponsorships, program funding, or in-kind support.
Use testimonials from past sponsors to build credibility.
Example:
A local school seeking corporate sponsorships could offer a sponsorship package with building signage on the gym or library, banner space on a fence outside of the school or a brick campaign with engraved donor names
A youth mentoring nonprofit could provide corporate sponsors with naming rights for mentorship events and scholarships
Analyze Customized Packages to Attract Sponsors for Events and Programs
A one-size-fits-all approach won’t work for corporate sponsorships. Businesses have different goals, and your sponsorship package should reflect that. Offering customized sponsorship programs ensures businesses see the value in supporting your cause.
Checklist for Building a Strong Sponsorship Package:
Define sponsorship tiers with clear benefits
Include options for in-kind sponsorship, where businesses provide products or services instead of cash
Highlight visibility opportunities, such as logo placement, social media mentions, and speaking opportunities.
Offer event sponsorships for galas, fundraising walks, or educational programs
Make it easy for companies to say yes—keep sponsorship levels flexible.
Example: A youth mentoring nonprofit could create a corporate sponsorship package where corporate sponsors receive naming rights for mentorship events, features in newsletters, and recognition in annual reports.
Review Potential Corporate Sponsors to Approach and How to Approach Them
Not every business is a good fit for your nonprofit. Researching companies that do sponsorships and targeting those with aligned values increases your success rate.
Help! Where to Find Potential Sponsors:
Look for companies looking to sponsor nonprofits within your industry
Research business sponsors that have funded similar organizations
Explore companies to ask for sponsorship that prioritize community involvement.
Check corporate social responsibility (CSR) pages of major brands for funding initiatives
Use LinkedIn to connect with decision-makers at corporate sponsorship companies.
Reach out to past or current sponsors to explore renewed or expanded sponsorship.
Approach businesses where your organization regularly spends money (e.g., vendors, service providers).
Identify businesses that serve the same geographic communities as your organization.
Seek companies that align with your mission, values, or cause (e.g., health orgs and fitness brands).
Approach companies that want to increase their presence or brand recognition in your community.
Leverage your board or volunteer networks to identify professional or personal connections to local businesses.
Attend local chamber of commerce events, trade groups, industry associations or business expos to meet potential sponsors or partnerships
Post sponsorship opportunities on your nonprofit’s website or social media to invite inbound interest.
Once you’ve identified potential sponsors, begin tailoring your outreach to build genuine relationships with key employees at each company. Focus on personalized communication that highlights shared values and potential impact. A strategic, relationship-driven approach increases the chances of securing long-term, mutually beneficial sponsorships.
Understand How to Approach New and Long-Time Sponsors Amidst Change
Building strong relationships with corporate sponsors is key to securing long-term support. Whether approaching a company for the first time or maintaining an existing partnership, nonprofits must communicate their value clearly.
How to Approach Sponsors Effectively:
Personalize your pitch—avoid generic sponsorship requests
Spend time cultivating relationships with potential sponsors
Invite potential sponsors to an event your organization is hosting or a program, facility tour or coffee meeting
Offer exclusive experiences, such as behind-the-scenes tours or networking events
Build long-term partnerships by offering year-round engagement, not just event-based sponsorships.
Analyze How to Pitch and Obtain a Meeting with Corporate Sponsors
A well-crafted pitch is essential for how to ask for corporate sponsorship successfully. Companies receive numerous funding requests, so making your ask stand out is crucial.
Step-by-Step Guide to Pitching Corporate Sponsors:
Research the company and understand their sponsorship priorities.
Tailor your pitch to align with their brand values and CSR goals
Get an “in” and a connection before you do a cold ask — people donate to people – strive to make a relationship before you do an ask
Example: When Maya first reached out to the Director of Marketing at a local tech company, she didn’t mention funding —instead, she asked about organizing a corporate volunteer day to get their team involved with her nonprofit’s after-school program. This specific request peaked the Director of Marketing and within a month, four staff members from their organization showed up to volunteer as part of their corporate volunteer day. During the volunteer shift, Maya gave a brief tour and casually shared how the program had grown over the past year. After the event, several employees followed up to say how meaningful the experience had been. A few weeks later, the Director of Marketing reached back out, asking how they could support the program more directly. That’s when Maya set up a meeting to discuss a partnership—and a potential donation—to help fund monthly enrichment activities for the kids.
Clearly state what you need— funding, products, or services.
Provide data on your nonprofit’s reach, impact, and audience demographics.
End with a strong call to action—ask for a meeting to discuss details if appropriate
How to Promote Sponsorship Through Social Media, Website, and Email
Once you’ve secured corporate sponsorships, it’s important to deliver on your promises and maximize exposure for your corporate sponsors. Promoting sponsors across multiple platforms strengthens relationships and encourages repeat sponsorships.
Ways to Promote Your Sponsors Effectively:
Dedicate a section on your website to sponsor recognition
Feature sponsors for nonprofit organizations in social media shoutouts.
Send email newsletters highlighting sponsor contributions.
Use sponsor logos in event materials, press releases, and marketing collateral
Share success stories showcasing how sponsorships made a difference.
Next Steps
Securing corporate sponsorships requires strategy, research, and relationship-building. By identifying the right companies that sponsor nonprofits, crafting compelling sponsorship packages, and leveraging digital promotion, your organization can gain long-term corporate sponsorship support.
Recommended Trainings
We offer lots of online trainings on fundraising and volunteer management. We’ve listed some relevant ones below, but you can check them all out here!
Corporate sponsors can be key partners in aiding nonprofits to raise more funds. Join us for this webinar to learn strategies on how to not just secure, but maintain these often vital partnerships. Corporate sponsorship support can help your nonprofit enhance its reputation, reach new audiences and communities, raise funds, attract new board members and volunteers, and build your brand and programs. We'll dive into understanding what corporate sponsors want and expect, two key components for ensuring a healthy working relationship with your corporate sponsor. Take an hour out of your day for this webinar to learn the best tips, tricks, and practices to score your next corporate sponsorship.
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To secure funding, nonprofits must clearly communicate their impact and competitive advantage. This interactive workshop will guide participants through developing a compelling Theory of Change, refining their value proposition, and differentiating their organization in the funding landscape. By the end, participants will have a stronger positioning strategy to attract funders who align with their mission.
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