5 Ways to Make Corporate Giving Work
Over the past decade, corporate giving has transformed dramatically. The old “slap our logo on your event and call it a sponsorship” model has gone the way of the dodo bird. Although that approach might still work for annual gala sponsorships, there’s a lot to explore in the world of ongoing, transformational corporate giving.
Let’s take a moment to think about corporate sponsorship opportunities with museums because they’ve got it figured out! One of the biggest advantages museums have is the ability to align a new exhibit with a corporate partner. That partnership comes with built-in visibility: consistent guest traffic, benchmarks for attendance, and the opportunity for the sponsor’s brand to be seen again and again.
On top of that, exhibits can generate media attention and ongoing social media coverage throughout their run. For a corporation, investing $10,000, $20,000, or more to be tied to a local blockbuster exhibit isn’t just philanthropy, it’s a smart marketing move with significant exposure.
And that’s really where corporate giving has landed. In fact, there’s even a word for it: activation. Activation is the strategy and activities that make a sponsorship visible, engaging, and mutually beneficial. In other words, most corporate partners aren’t handing nonprofits money purely out of goodwill anymore. They expect a return on their investment! That’s why we call it a corporate sponsorship rather than a corporate donation because they want something in exchange for their support.
Ugh.
So what are the rest of us to do? We don’t have exhibits like museums! We can’t guarantee visibility or social media ticks in exchange for a corporate check. So what can we offer?!
One answer (my favorite answer) is to look at what you’re already doing. Frame your everyday activities, like programs and services, as “sponsorable.” Rather than recreate the wheel or start something new, look at what’s already underway.
In fact, here are 5 ways to engage corporations in the normal day to day “business” of nonprofits. See if any of these apply to you:
Sponsor a Program or Service - Give businesses the opportunity to fund a specific program, such as after-school tutoring, a food pantry day, or a community workshop. Include recognition wherever possible, and provide stewardship with photos, stories, and impact metrics that they can share internally with employees and stakeholders.
Invite Participation in Planning or Execution - My favorite fundraising saying is, “Ask for money, you’ll get advice. Ask for advice, you’ll get money.” With that in mind, engage corporate partners as thought leaders or board allies for special projects, giving them insider insight and influence in programs they care about. With corporate buy-in, they might actually BUY IN.
Sponsor an Employee Volunteer Day - Offer opportunities for companies to have their employees volunteer during regular operations. Things like sorting donations, caring for your community garden, or assisting with food disbursement are perfect. Encourage them to take photos to document the support for their own newsletter and social media networks.
Co-Brand Awareness Campaigns - Invite a corporate partner to co-sponsor a public campaign, such as Mental Health Awareness Month, a fundraising drive, or a community challenge. Their brand gains visibility while supporting a meaningful cause. For best results, seek out companies where your board members are connected and have them make the ask. Board-driven requests carry extra weight and credibility within corporations.
Offer Partnerships Packages - Bundle several sponsorship opportunities into a package: support a program, sponsor a volunteer day, and co-brand a campaign. It’s less work for you to make a one-time ask, and this keeps them engaged year-round.
Key Takeaway:
The key is to frame your everyday nonprofit operations as a platform for corporate activation. Even small nonprofits can create meaningful, visible partnerships without huge events or blockbuster exhibits.
