Corporate sponsorship is defined as “a form of advertising in which companies pay to be associated with certain events.” Remember that unlike grants, sponsorships are awarded as much for the benefit of the sponsor as of the cause. You will have to make the case as to what benefits you can offer the sponsor besides the good work you do.
There is no directory of corporate sponsorships, but here are a few ways to research and identify potential sponsors:
- Focus your search on businesses that might want to reach the audience your organization serves or that have demonstrated an interest in your cause or community. For example, Habitat for Humanity counts among its sponsors several home improvement or building supply companies.
- Don’t overlook small businesses in your community; although some may not be able to donate cash, they may be a great source for in-kind gifts.
- Contact companies that employ your donors, board members, and volunteers. In other words, where you have a personal connection.
- Consult a company directory like Corporate Affiliations, which provides information on thousands of top companies and their key personnel, so you can find who to approach.
- To find corporate funders and details about their giving programs, consult Foundation Directory Online, our searchable database of U.S. grantmakers.
Learn more about corporate fundraising with Introduction to Corporate Giving, available free as an online webinar or an in-person class.
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