Did you know that over 88% of corporations contribute to charitable causes? Yet many non profit organizations are unsure about the best ways to effectively develop a prospect list, prepare a proposal, approach a corporation, and ultimately persuade that corporation to support their cause.

Here are a few tried and true tips I’ve used:

Before you begin

-Understand the differences between corporate philanthropy and sponsorship: Philanthropy is motivated by ‘altruism’ and promotes a business as good corporate citizen. Sponsorship offers public relations and or marketing opportunities, and gives a return on the corporations’ investment.

-Know your organization and sponsorship goals, then ask yourself the hard questions:
What is your organization trying to achieve? What would sponsorship mean to your organization? What is your organization prepared to offer a sponsor? Can you effectively tell your organizations story? What impact could a sponsor make by supporting your organization?

-Offer value beyond logo recognition–do you really think organizations like Pepsi need logo recognition from your non profit?

Don’t talk to strangers!

-Ask your board members, volunteers and staff who they know and focus first on those corporations. Other sources to consider: vendors doing business your organization, those who do business with your supporters, and the corporations that support your competitors.

-Your second tier of prospects can include: the corporate supporters of organizations similar to yours and corporations who financially support you’re the mission of your organization.

Do your research

-Investigate your prospects giving policies, deadlines and staff contacts.

-Talk to the person who connected you to the prospect for insight.

-Get a copy of the corporation’s annual report, read their recent press releases, philosophy and business areas. Look at how the corporation has positioned themselves with similar non profits.

The proposal- Fancy does not equal favorable response

-Your proposal does not have to be fancy to be viewed favorably. If you have a connection to the corporation, they will consider your modestly designed proposal over the glossy, fancy proposal of a non profit they do not know.

-The proposal should be viewed as a business pitch, professionally presented in terms of content and layout. Plan to address the following points: overview of your organizations history and track record, sponsor benefits, and a description of how your benefits complement the corporations goals and philosophy. Also—make sure to include a sponsorship reply form.

Making Contact

-If you have an “in” with your prospect, have that person arrange and attend the meeting with you. During the meeting, ask open ended questions about the corporation’s goals and giving programs, and then listen.

-Be clear about what you want from the corporation. Use phrases such as: “You can assist us by….”, or “We’d greatly appreciate it if you…” and then insert the action you want them to take.

-If you are unable to land a face to face meeting, ask your “in” to mail or email the proposal on behalf of your organization and include a note of endorsement.

Following-up

-During your meeting, ask if it’s appropriate to follow-up on your proposal within two weeks

-Immediately send a thank you note (handwritten notes are rare and go a long way these days) within 24 hours of your meeting If your proposal was mailed, have your “in” follow-up within one week.

-You cannot say “thank you” too often so thank, thank, thank for any new commitments

- Be sure to have a plan to provide what you promised in the proposal.

-Whether or not you land the sponsorship, keep your prospect informed of what your doing. It may strengthen the chance of getting the corporations support in the future. Keeping in touch can be as simple as including the prospect on your newsletter or email list.

Some Resources and further reading

Visit Us At Get Corporate Sponsorship for free resources, presentations and latest ideas about corporate sponsorship

Committee Encouraging Corporate Philanthropy (CECP): Founded by Paul Newman this international forum of corporations are dedicated to lead the business community in raising the level and quality of corporate philanthropy

Google Alerts: updates of the latest relevant Google results (web, news, etc.) based on your choice of topic

Hoover’s Online: Public company profiles linked to current earnings updates, ticker symbols and additional Web searches

IEG: research database, advisory and ROI services

Monster: search area corporations—then find out if they are connected to your organization or volunteers

Seven Steps to Foundation and Corporate Giving: Strategies and to-dos to help ensure the success of your foundation and corporate giving programs

Want to learn more ?

1. Sign up for my 90 minute teleclass: Where Corporate Sponsorship Is and How Your Non Profit Can get It:  on Charity Channel Monday, September 14, 2009 from 1:30-3pm EST
2. Get our Corporate Sponsorship workbook. This information packed workbook is a step by step guide to securing corporate sponsorship from identifying the right prospects to making the face to face “ask”. Use bonus code getcorporatesponsorship during the month of September and get the workbook for $ 19
3. Sign up to get Corporate Sponsorship tips by email at: