Tips for Corporate Fundraising
"ABC Company donates $25,000 to local charity."
"XYZ Inc. partnering with local charity to institute school lunch program in city schools."
There is no doubt about it - corporations want to give back to the community, and in turn, enhance their image to current and future customers. Knowing that these companies exist and that they are interested in supporting the voluntary sector is encouraging, but it is important to keep in mind that simply writing a letter asking for support is rarely successful, if that is all your organization is willing to do. Companies get several of these letters each year, but they can only support or sponsor a limited number of organizations.
enVision.ca offers some tips to help your organization obtain private sector support.
Get to the point! What exactly do you want?
What are you requesting from the potential sponsor? Do you want a donation? How much are you asking for? Would you like to partner with them? Are you willing to accept in-kind contributions? Are you looking for a long-term or short-term commitment?
It is important to know what you want before you ask for it. If you are requesting a donation, be clear about it. Don’t say you would like to partner with an organization if you are looking for a one-time only donation.
Learn about the company
It is important to know with whom you are dealing. Inquire about the altrustic nature of the company. Do they have a limited number of organizations with whom they work? Do they support only registered charities and not informal voluntary organizations? Does your organization's mandate fit with their corporate giving philosophy?
If you represent a heritage organization and the company from which you are soliciting sponsorship focuses on education or youth issues only, you may want to go somewhere else.
Develop a clear plan
Don’t just phone or mail a letter asking for money. Have on hand an explanation of your organization's mission and goals, as well as your plan for potential funding or in-kind contributions.
A clearly laid out plan is needed by potential donors to understand where their support will be used best. Remember, just as your organization needs to justify and report expenditures to funding agencies and others, a private sector company must also justify expenditures to its shareholders.
Learn to compromise and be flexible
If you do not get the amount of donation requested, be flexible. Be willing to take a smaller donation or ask for in-kind support. For example, if you are soliciting donations to buy computers for your office, perhaps the donor can supply you with used computers from their company. If you are looking to purchase a fax machine or do a massive mail-out, perhaps the company would be willing to fax out information on your behalf or put inserts in their mail-outs.
Remember, you are more likely to get in-kind support than money. It is easier for companies to provide in-kind support because it usually does not require a long-term commitment and can be done relatively inexpensively.
Who are the decision-makers?
Who are the top-level decision makers? Is there a sponsorship and donations committee in the company? Larger organizations may have an application or grant process and eligibility criteria of which you will need to be aware.
Develop a partnership
Corporations like it when community groups work together. Teaming up with another organization for a particular project and asking for joint assistance gives corporations the opportunity to reach out and support more than one community group.
Shop around
Do not simply target the typical community donors and large companies. A smaller company may have a limited expenditure for charitable giving, but partnering with a non-profit organization may be an ideal way for a small company to increase its profile in the community.
Show recognition!
Recognize and thank your donor. Corporations sponsor non-profit activities to raise their profile, and in turn, increase customer loyalty. Recognition will increase the likelihood that this company will support your organization in the future.
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profile of voluntary sector - managing voluntary organizations | |
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Copyright 2003 Community Services Council Newfoundland and Labrador
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