Securing a corporate partnership can transform your fundraising. Identifying the right businesses to engage with lays the groundwork for long-term mutually beneficial relationships that go far beyond donations and sponsorship.
From our 26 years of experience, here are four ways to identify the perfect corporate supporter for your cause.
Decide where to focus your research
This involves some team brainstorming before starting your research. What opportunities are most aligned with your cause? Some areas to explore include:
- Public companies
- International companies
- Private companies
- Sectors like retail or banking
- Professional services like law and accounting
You don’t have to pick just one, but discuss the options with your team to identify the opportunities most aligned with your mission and values.
Identify the right opportunities for your charity’s size
Different opportunities will be available to you depending on the size of your organisation. A corporate partnership with a big charity may spark national coverage and lend brand credibility to a corporate sponsor. While this may lead to larger gifts or a Charity of the Year partnership, these opportunities are often harder to find.
Small charities might find that local or niche opportunities are more widely available to them. While this may result in smaller gifts, they often come with additional opportunities for donations and involvement and will be easier to come by.
Make the business case, but don’t neglect the personal connection
By their nature, corporate partnerships are mutually beneficial. When you’re approaching a corporation for sponsorship, make the business case for them to support you. At the same time, seek out leaders within that business with a connection to your cause who think it’s right to get their company to support you. There may also be employees in the business with a personal connection to your cause who can champion it from within.
The best opportunities are people who want to be associated with your brand and have a personal connection.
Use research to your advantage
Research will help you stand out from the crowd when approaching potential corporate sponsors.
- Wealth screening can help you find company directors who already support your cause.
- Prospect research will identify the people who already support you and can connect you with company leaders.
- Cold research will help you identify the companies with an affinity to your cause and the capacity to support you.
At Prospecting for Gold, we specialise in research, wealth screening, consultancy, and regulatory compliance, making fundraising more effective and successful.
Successful major gift fundraising isn’t just about securing a donation. It’s about building relationships, understanding people’s motivations, and aligning their interests with your cause.
Watch the replay of our webinar “Corporate Connections – prospect research for your corporate fundraising” on our website.