Building Corporate Sponsorships

Close up Hand of a Businessman Arranging Small Wooden Blocks on the Table for Business Sponsor and Scholarship Concept.

The corporate sector contributed a mere 7% of total giving in 2024, perhaps overshadowed by a possible recession that never materialized*. Their sector’s philanthropy has always, in recent memory, hovered around 3-7%.

It’s tough to be looking to the corporate sector for any kind of nonprofit support. I, for one, have never had much luck courting the corporate sector for sponsorships. But I read some advice posted on LinkedIn by Mario Hernandez, who has 6 suggestions to “build corporate partnerships” (hint: he doesn’t call them “sponsorships”):

1. Stop begging. Start collaborating.

My take on this is, go in with something they want and can USE.
Court them with the VALUE you can bring to their brand.

2. Ditch the gold-silver-bronze garbage

This frees us up to offer exactly what the corporation needs and to maximize it for them.

3. Play offense on LinkedIn

Mario is a big fan of LinkedIn, and sees it as a common thread running throughout our day.
So post frequently (and judiciously) and with variety, instead of the once-in-a-while calls or emails, or visits. Or galas!

4. Build a Corporate Advisory Council.

I loved this idea so much I recommended it to a client the day after I read it.
Show how you can help them connect with their community and target circle.
Make a membership situation that helps corporate organizations connect with each other!

5. Make it ridiculously easy to say yes.

Do your research, listen, offer exactly what they ask for.
Be ready to close at a moment’s notice.

6. Follow up like a human, not a robot.

Personalize your communications and avoid template-like lingo.
Don’t mince words either. It’s corporate, after all. B2B. Get to the point.

I’m the Strategic Partnerships committee chair for my AFP chapter this year, and I plan to use these strategies in my work. Stay tuned for how well it works!