How to secure corporate sponsorships for nonprofits: 7 strategies

In 2022, brands worldwide invested $97.4B in sponsorships, demonstrating the immense value of this funding approach. By 2030, experts expect that figure to rise to $189.5B. While various types of contributions make up that massive total, corporate sponsorships play a significant role as a sustainable and efficient way to bring in more funds for organizations. 

To jumpstart your corporate sponsorship strategy, dive into our guide below. You’ll find everything you need to know about this lucrative opportunity, including how to obtain corporate sponsorship for your organization in seven steps.

What is the simple definition of a corporate sponsor?

Corporate sponsors are for-profit organizations that contribute money or other resources to nonprofits, either as ongoing financial support or for a single nonprofit event or fundraising campaign. In return, sponsors receive opportunities to boost their brand awareness. 

More specifically, corporate sponsors gain:

• Recognition ⭐ Nonprofits display sponsorship logos on promotional materials (e.g., websites, press releases, flyers), on merch and gear (such as t-shirts, uniforms, or water bottles), and on signage, programs, or event materials.
• Positive press 📣 Corporations can enhance their public image when they are seen supporting nonprofit causes.
• Tax incentives 💸 Businesses can deduct as much as 25% of their taxable income for contributions to nonprofits with tax-exempt status, including 501(c)(3) organizations, according to IRS guidelines.

What are the best corporate sponsorship benefits for nonprofits? 

The top 10 most generous corporations donate over $2B a year to nonprofits. Beyond bringing funds in the door, corporate philanthropy, specifically corporate sponsorship, has several key benefits for nonprofits:

• Visibility and publicity ✨ Associating with well-known corporations can enhance a nonprofit's credibility and raise awareness of its mission and initiatives.‍
• Access to resources and expertise 🎁 Corporate sponsors may offer volunteer assistance or professional guidance. ‍
• Partnerships and networking opportunities 🤝 Sponsorships can lead to long-term collaborations, which could result in access to other organizations, new donors, and a broader volunteer network.

How do corporate sponsorships work? Three popular examples

Corporate sponsorships are agreements between fundraisers and for-profit entities, such as a national retailer or a family-owned restaurant. In these agreements, the corporate sponsor typically makes a financial contribution to your cause, and in return, the fundraising committee offers something—usually free advertising. 

Here are a few popular corporate sponsorship examples: 

• Organize a 5K race 👟 For your walk/run fundraiser benefiting an elementary school, a sponsor provides prizes for the top three finishers in each age group. In exchange, you feature the sponsor's name on your website and on the back of each race t-shirt.
• Deliver meals to those in need 🍲 Your nonprofit offers meals to seniors, with a local business covering your expenses, including fuel costs for deliveries and meal packaging. You display the business’s logo on the side of your delivery vehicles, giving them free advertising while you’re out on the road.
• Host a golf tournament 🏌 To raise money for your local cheerleading squad, you organize a golf tournament. You offer nine corporate sponsorship slots—one for each hole on the green. Local businesses can decorate their hole, sell new products, play music, and make the experience fun and memorable.

What are the most impactful types of corporate sponsorships?

There are several types of corporate sponsorships, each serving a unique purpose and offering mutually beneficial opportunities to both nonprofits and businesses.

• Contributing funds 💰Whether given as a lump sum or in smaller, regular payments, a monetary donation is often the simplest way for businesses to contribute. Nonprofits typically charge sponsorship fees in this kind of arrangement. ‍
• Providing in-kind donations 🛍 Businesses may also donate products and services, like free t-shirts, event tickets, prize packages, auction baskets, or catering services.‍
• Covering marketing costs 📢 A corporate sponsor can support your overall marketing strategy or take care of marketing and advertising entirely (TV or social media ads, printing promotional materials like flyers, and more).‍
• Encouraging employee participation 👷 Many businesses will encourage their staff to support the nonprofit’s cause through methods like automatic payroll deductions for donations and corporate matching gifts.

How to get corporate sponsors in 7 steps

Follow these seven steps to zero in on sponsorship candidates and demonstrate how partnering with your organization is good for business.

Step 1. Self-evaluate 🔎

Before approaching potential partners, take some time to reflect on your mission and goals. Doing this will ensure you’re putting your best foot forward and help you determine whether a corporate sponsorship is the right fit.

Make sure you can clearly answer the following questions:

• What is your fundraising goal (for the year, quarter, event, etc.)?
• What do you hope to gain from a corporate sponsorship? Financial support? In-kind donations?
• Are you seeking a one-off event sponsorship or a long-term agreement?
• What can you offer businesses in exchange for their support?
• What is your unique value proposition?
• Do you need a partner for cause-related marketing? 
• What does success look like for your organization?
• What could success look like for your sponsor?
• What demographics do you serve?
• Who is your target audience for donations and volunteers?

Step 2. Craft your sponsorship program 💭

Complete the following tasks to build a strong and organized sponsorship program:

• Create a workflow 🤝 Develop a plan for engaging with businesses from start to finish. This should include initial outreach, follow-up requests, and acknowledgment of their support.
• Designate staff for sponsorships 👥 Decide who will take the lead on managing these relationships, whether it’s a board member, an intern, or another team member.
• Prepare your internal documents 📋 Compile the information, impact stories, achievements, and data that showcase your organization. Make sure it’s ready to share and easy for potential sponsors to digest.
• Develop your corporate sponsorship packages 🎁 Establish your sponsorship levels and the benefits for each. Create a dedicated sponsorship page on your website and a handout that includes all the key details.

Step 3. Create a list of potential sponsors 👥

The best corporate sponsors will align with your core values, have a reputable brand image, and share goals that resonate with your organization’s mission. 

In addition to searching for corporate backers online, an essential place to look is right in your local community. Small businesses generally receive fewer sponsorship requests, so your appeal can get to the top of the pile faster. To help you get started, consider making a list of potential sponsors that fit into one of these three categories:

• Those who care about your cause 💛 Research other causes your potential sponsors have supported. Maybe your mission is related to their interests and passions.
• Those who care about others impacted by your mission 🫂 For causes like cancer awareness, seek out business owners who are survivors or have loved ones affected by the illness.
• Those who share your target audience 📣 Are you raising money for a local club or sports team? Make a list of every sports store and organization in the area.

More to explore

Check out the top 8 corporations that donate to nonprofits →

Step 4. Write and send a strong appeal 📩

Once you have your prospect list, it’s time to craft your pitch. Your proposal should be clear, concise, and engaging—explain what the opportunity is, why you’re asking, and how it benefits them.

Every appeal you send should include at least one or two personalized sentences to show you’ve done your research. Here’s how to get started:

• Do a little digging 🔎 Research the organization, explore its website and social media channels, and check for any press coverage they’ve had. You’ve got to know them to win them over.‍
• Understand their goals 🥅 Who is their target customer? Do they have a new product they’re trying to promote? Tailor your appeal to address these business objectives.‍
• Review past sponsorships 💰 Have they donated to similar organizations in the past? If so, highlight how your cause aligns with their giving history. 

Tips for drafting your sponsorship proposal:

✅  Keep it to a single page

✅  Format your proposal with distinct bullets or sections

✅  Address the decision-makers by name when possible

✅  Highlight your specific programs and services

✅  Explain the concrete benefits of sponsoring your cause or event

✅  Use Givebutter’s sponsorship proposal guide and templates to streamline your outreach

💡Pro tip: If you’ve previously worked with a corporate sponsor or community group, ask for a testimonial. A positive review adds credibility to your request.

Finally, get creative with your pitch. Your appeal should clearly state why partnering is a win-win, so offer enticing perks to prospective sponsors. Here are a few ideas:

• Leverage an influencer network 🤩 Will local bloggers, press, or social media influencers attend your event? Let sponsors know that influencers will tag them in posts and mentions.
• Offer incentives to event attendees 🎫 Can you give away coupons, BOGO (buy one, get one) deals, or branded merchandise from your sponsor?
• Create memorable experiences ✨ Top-tier sponsorship opportunities might include a themed parade float with sponsor logos, a VIP lounge at a conference, or a branded pop-up bar at an after-party.

Step 5. Keep tabs on the metrics 📊

Tracking the success of your sponsorship outreach strategy is essential. Use a CRM system to organize your potential sponsor email list and monitor your outreach. 

Your CRM data doesn’t need to be overly complicated. To start, track the following data:

• Contact information 📇 Potential sponsor’s name, phone number, and email address
• Activity notes 📝 Phone calls, emails, or sponsorship letters sent
• Donor history 💰 Whether they’ve contributed in the past or already pledged an event sponsorship this year

Step 6. Follow up on your request 👋

Getting corporate donations is a big task—and securing sponsorships is much the same. Large, recognizable companies are inundated with hundreds of requests, so following up is crucial.

Reach out by email or phone every few days, and be prepared to discuss details when you connect with a decision-maker. Don’t be discouraged if you get a rejection—a “no” today doesn’t mean “never,” and neither does radio silence. You can always follow up again or send another request down the line.

Step 7. Keep the relationship strong 💙

Once the event has come and gone, your work isn't quite done! Nurture relationships with your sponsors by continuing to show appreciation. Give them shoutouts on social media, send a handwritten thank you note, and strategically ask for their continued support in upcoming years.

A proper send-off for your sponsors should include:

• A one-to-one thank you 💌 Send this within a week—whether it's a handwritten card, a small gift, or a framed, signed photo from the event.
• A one-to-many thank you 📣 Share public appreciation within a few days after your event. This could be a social blast, a sponsor mention in a podcast interview, or a feature on your website.

Secure more sponsorships with Givebutter

Asking for sponsorships is all about building strong relationships. Don't make your outreach strategy a burn-and-churn process—do your research, craft personalized emails, and design creative proposals to stand out.

The most successful fundraising events combine the power of grassroots individual giving and large corporate sponsorships. With Givebutter, changemakers can access a full suite of fundraising tools, including event management and built-in CRM, all in one place. 

Create a free Givebutter account today and set your nonprofit on the path to fundraising and corporate sponsorship success.

FAQs: Top questions on corporate sponsorship for nonprofits

Is corporate sponsorship a donation?

Corporate sponsorship differs from a traditional donation in that it's a business relationship where both parties receive value. While donations are mainly philanthropic, sponsorships involve:

• The corporation providing financial or in-kind support
• Your nonprofit offering tangible benefits in return (e.g., logo placement, recognition at events, social media mentions)

It’s also important to note that for tax purposes, sponsorships are often treated differently than charitable donations.

How to get corporate sponsorship?

Wondering how to get sponsorships for your nonprofit? Here are a few steps your organization can take:

1. Identify aligned companies: Look for businesses whose values and target audience match your mission.
2. Prepare a compelling sponsorship package: Offer various sponsorship levels with clear benefits for each tier.
3. Get researching: Ask board members and volunteers about their corporate contacts, and search for companies with established frameworks for supporting nonprofits.
4. Make a targeted pitch: Show how sponsoring your organization will benefit their business goals and demonstrate community commitment.
5. Follow up persistently but professionally: Building these relationships takes time, so don’t be discouraged if it doesn’t happen right away.

How much do corporate sponsors pay?

Sponsorship amounts vary widely based on:

• Your nonprofit's size and reach
• The goods or services your nonprofit needs
• The sponsorship benefits offered
• The corporate partner's size and budget
• Geographic location
• Industry norms

For example, small local events might secure sponsorships ranging from $500-$5K, while national nonprofits may receive $25K-$100K+ from major corporations.

What is the most helpful corporate sponsorship for nonprofits?

The most helpful corporate sponsorship for nonprofits depends on the organization's specific needs, but unrestricted funding is often the most valuable. Unlike project-based grants, unrestricted corporate sponsorships give nonprofits the flexibility to allocate funds where they are needed most, whether for operational costs, staffing, or new initiatives.

Additionally, long-term partnerships with mission-aligned companies offer sustained support and greater community reach.