By nature, nonprofits like yours depend on public support to fuel their mission-centric efforts. Where this support comes from will vary, but with corporate giving on the rise, it’s more important now than ever to join forces with a corporate sponsor or two.
Partnering with a local business can benefit both your organization and your corporate partner. However, just as it takes powerful communication to expand your volunteer team or share impact reports with donors, you’ll need an effective outreach strategy to create and sustain lasting connections with companies in your community and beyond.
Let’s unpack the top nonprofit partnership outreach tips your team can employ to secure corporate support.
1. Become Knowledgeable About Your Potential Partners’ Industries
Before approaching a business about a potential partnership, do thorough research and determine the factors about your nonprofit that are most attractive to companies in certain industries. The most effective partnerships are built on commonalities, so choosing sponsors whose business models align with your work will set your organization up for success.
For example, your nonprofit’s clean water initiative that reduced cases of illnesses caused by contaminated supplies would be of particular interest to businesses in the healthcare sector. Or, your animal rescue organization might have a lot in common with local dog groomers or veterinary clinics.
2. Identify Companies That Share Your Values
Your nonprofit isn’t just looking for any partner—you want to find the perfect fit. Creating partnerships with companies that have values similar to your own is sure to yield positive results.
For example, if your nonprofit works hard to reduce the effects of climate change, it’s probably not a good idea to approach a company that was mentioned in the newspaper last week because of its harmful environmental practices. But if you hear that a local business recently launched a new recycling initiative, they might be a better partner for your organization.
3. Take a Multichannel Approach to Outreach
Many nonprofits make the mistake of using just one outreach technique when, in reality, different channels have varying strengths that can help reach various audiences. To put your partnership appeal in front of the right audience, consider using:
- Mobile communications. Snowball Fundraising explains that mobile giving is one of the most effective donation methods because of the growing influence of mobile devices and the simplicity of these fundraisers. Likewise, mobile outreach can quickly intrigue potential partners and prompt them to learn more about partnering with your organization.
- Online outreach. Promoting partnerships on your website is non-negotiable since you’ll need a central hub for all the important details about partnerships. However, you can point back to this resource through additional online channels to direct your audience to learn more. These channels might include email, search ads, and other online resources.
- Direct mail. Contrary to popular belief, direct mail is not dying! An informative letter or handwritten card is a thoughtful way to inform potential partners about your program and adds a personal touch to your outreach.
Don’t be afraid to use several methods to contact one potential partner, ranging from phone calls to snail mail. No matter which channels you use, personalize your approach based on what you know about the prospect. For instance, explain how your nonprofit’s mission aligns with the company’s mission to highlight how the partnership could be mutually beneficial.
4. Add Credibility to Your Proposal
Think about your partnership outreach as advocating for your nonprofit. Just like an advocacy campaign should be backed by thousands of petition signatures, your outreach should demonstrate the breadth of support for your nonprofit.
Potential partners want to see proof that your organization is reputable before they commit to a partnership. To make your outreach more credible, include:
- Testimonials from prominent community figures
- Media coverage that mentions your nonprofit’s achievements
- Impact reports showing specific projects or campaigns with measurable outcomes
You can also include quotes and stories from your donors, volunteers, beneficiaries, board members, or other figures who have engaged directly with your nonprofit’s work. Having an insider’s view of what your organization does can make potential partners eager to connect.
5. Talk About Mutual Benefits
It’s no secret that your nonprofit hopes to gain something from a partnership. However, the company you partner with can also realize benefits from the collaboration. A balanced view of these mutual benefits is the key to showing potential partners that you need their help, but you’re also a valuable resource.
Take the time to explain how a proposed partnership would help your nonprofit and benefit the company you’re approaching. Outline any goals your organizations may share and provide examples of beneficial outcomes the partnership could produce. Not only will this make the partnership enticing, but you’ll also demonstrate consideration for the partner’s interests and make them feel respected.
6. Describe How Your Nonprofit Directly Helps the Local Area
Research shows that 70% of Americans believe it’s important for companies to make the world a better place. Executives, employees, and consumers alike want to see corporations making an effort to change the world, and partnering with your nonprofit is a great way to do it.
If you’ve secured an all-important meeting with a company leader, highlight your nonprofit’s impact to provide tangible examples of what the partnership could accomplish. Consider sharing thorough details about how your nonprofit has a direct and positive impact in the local community, not just the world at large. That way, company representatives can easily visualize the good things that could potentially happen via a partnership with you.
7. Explain How a Company’s Employees Could Pitch In
As part of their corporate social responsibility (CSR) initiatives, many companies look for opportunities to involve their employees. In fact, 86% of employees say they want the option to participate in corporate giving, and companies that facilitate employee giving see turnover reduced by as much as 50%.
To address this desire, provide specific needs that a potential partner’s employees could fill for your nonprofit. This might include:
- Donations. Be transparent about areas that need resources and encourage partners to explore different ways they could encourage employees to give. Matching gift programs, payroll deductions, in-kind donation drives, and other forms of employee giving are easy ways for your potential partner to encourage donations.
- Volunteerism. For example, when planning silent auctions, nonprofits often need volunteers to solicit auction items, design bid sheets, and set up the venue. List any open volunteer roles, explain what they would entail, and inquire about any volunteer grants or volunteer time off (VTO) that the partner may offer.
Make sure to specify any required time commitments that would be necessary from employees. For example, employees may be able to design digital bid sheets for your nonprofit’s auction from home after work, but they would need to take time off from work or give up a portion of their weekend to spend a day decorating the event venue.
8. Clearly Outline Your Expectations
While it’s tempting to fill your outreach with the potential benefits both organizations could experience and praises of the partner’s mission, don’t skip over the logistics. Are you looking for a company to sponsor your upcoming event? Or, do you need a long-term partner to continually support your nonprofit’s work?
Clearly stating what you need from your partner is the key to spurring them to action. After all, a company can’t commit to a partnership unless they know exactly what it will entail.
9. Use Compelling Language
Whether you’re promoting your partnership program broadly across several channels or reaching out directly to a prospective partner for the first time, your initial message can significantly impact whether your audience engages further.
Strengthen your outreach communication techniques by using intriguing and persuasive language in your:
- Calls to action
- Email subject lines
- Social media captions
Even if you’re reaching out to a broad audience, tailor your message where possible to resonate with whoever might view it. For example, if you’re looking for a partner in the entertainment industry, you’re likely to capture their attention on social media.
10. Provide Reciprocal Support
A nonprofit partnership is just that: a partnership. This means the relationship will go both ways, and your nonprofit must uphold its end of the bargain to provide a fair experience for the partner. This may involve:
- Promoting the partner’s brand at fundraising events
- Highlighting the partner’s contributions on your website
- Showing your appreciation for the partner through dedicated recognition strategies
No matter what route your partnership takes, always do what you can to support your supporters, even if the things you do to show appreciation are different than what they give to you.
Remember that it’ll take time to build worthwhile relationships with your nonprofit’s partners. This isn’t a one-and-done process to secure a company’s loyal support—you’ll need to put in the ongoing effort to sustain and strengthen your relationship with your partner. That way, in the end, both organizations will realize the benefits of working together and maximize their impact on the communities they serve.
