4 Strategies for Communicating with Your Corporate Sponsors

4 Minute Read
This guide explores four strategies nonprofits can employ to communicate with their corporate sponsors.

4 Strategies for Communicating with Your Corporate Sponsors

4 Minute Read

Between new fundraising initiatives and a robust digital marketing strategy, your nonprofit works tirelessly to garner the attention and support of potential donors. That’s why securing a corporate sponsorship is a huge victory—corporate partners bring funds, cause awareness, new donors, and so much more to your organization.

But forming a relationship with a business is just that: a relationship. You’ll need to nurture connections with your corporate sponsors to keep them around, and the key to doing so is effective communication. We’ve compiled four strategies for communicating with your corporate sponsors that go beyond simply asking for donations:

  1. Promote your corporate sponsorship program
  2. Offer flexible involvement
  3. Thank your sponsors
  4. Share impact reports

Let’s take a closer look at developing a communication strategy that will grow your network and open up new sources of support.

1. Promote your corporate sponsorship page

Whether you’re asking a corporate sponsor to get on board or a volunteer to sign up for another event, the first step in securing loyal support for your organization is to present the opportunity. There are numerous ways corporations can contribute to your organization, but it’s up to you to grab their attention!

Your website is one of the best platforms to share key information with potential sponsors since a dedicated sponsorship page will: 

  • Describe your expectations in a partner: The right partnership requires compatible partners, which is why you should highlight what you’re looking for in a corporate sponsor. One of the most important qualities to look for in a potential sponsor is similar core values—Double the Donation’s guide to corporate sponsorship warns that partnering with a corporation that acts against your values could reduce your nonprofit’s credibility. 
  • Provide additional details about your nonprofit: Corporations likely want to know more about your nonprofit and its cause before contributing, and other pages on your website are perfect resources to direct them to! Link to your “About” page or details on a specific project to give more insight into your nonprofit’s work and purpose.
  • Simplify contact information: Your website allows visitors to get in touch with your nonprofit in many ways, such as through a contact form or comment forum. Include buttons and widgets on your landing page to encourage visitors to reach out for more information about supporting your nonprofit.

If you’ve ever consulted a professional marketing agency, you know that a multichannel marketing approach is necessary to promote any fundraising initiative. But an oft-forgotten strategy for driving traffic to your website is Google’s Ad Grant program, which features participating nonprofits’ websites at the top of relevant search engine results pages. Use Google Ads, and your other communication channels, to draw more attention to your sponsorship landing page.

2. Offer flexible involvement

There are quite a few types of corporate giving programs that can make a difference for your nonprofit. These opportunities include: 

  • Matching gifts, through which companies match their employees’ donations to your nonprofit
  • Volunteer grants, which encourage employees to donate their time while the corporation matches their hours with a monetary donation
  • In-kind donations, or non-monetary donations, such as the contribution of a business’s services at no cost

When you provide multiple opportunities for companies to support your nonprofit, even if they seem unconventional, you’ll reap benefits you never knew were possible. More importantly, your corporate sponsors will appreciate your flexibility and be more willing to work with you when you communicate effectively about relevant opportunities. 

3. Thank your sponsors

Corporate sponsors provide funds, in-kind donations, and the visibility your nonprofit needs to continue its mission! Thanking them is no new communication strategy, but your approach to sponsor appreciation can be more meaningful when you do it publicly.

Public recognition helps to boost your sponsor’s reputation by showing how the company impacts its community through charitable giving. To draw more attention to their donations, your nonprofit can incorporate recognition into its usual marketing efforts by:

  • Mentioning the company on social media: Create a post about your partnership, especially if the corporation funds a certain part of your work. For example, an animal shelter might create a social media post about a free dog adoption event, which was made possible by a donation from a local bank.
  • Displaying the company’s logo on your website: Especially if your nonprofit’s brand is well-established, adding the sponsor’s logo to your website will create a direct correlation between your nonprofit and the company. 
  • Promoting the company at fundraising events: Tents, banners, tablecloths, and other supplies with your sponsor’s branding can subtly promote them at your next fundraising event. For even more visibility, your nonprofit can thank the sponsor at the event for their generous contributions.

When your sponsor sees the exposure for its corporate philanthropy, they’ll be more inclined to continue giving. As an added bonus, 84% of donors say they’re more likely to donate if they know their company will match their gift, according to re:Charity’s guide to corporate philanthropy. This means that public recognition not only makes your sponsor want to stick around but also engages the company’s employees and encourages them to give.

4. Share impact reports

While your corporate sponsor likely knows your nonprofit’s mission, the company doesn’t get a front-row seat to your work. The company’s leaders are likely confident that they’re supporting a credible nonprofit but don’t know exactly where their money goes.

Show them the tangible ways their contributions make a difference by sharing detailed impact reports, including:

  • Beneficiaries’ testimonials: Hearing about your nonprofit’s work from your organization’s perspective doesn’t communicate the same level of impact as it would from the perspective of those who were impacted. Share quotes or interviews from your beneficiaries with the corporate sponsor to introduce them to the specific lives they’ve changed with their donations.
  • Compelling visuals: An image can stay with someone forever, which is why compelling visuals are an impactful way to illustrate what your nonprofit has accomplished. For example, your sponsor might understand that your food bank provides meals to people facing economic hardship, but showing them a line of people in need or a tireless team of volunteers can provide a powerful glimpse into your nonprofit’s work.
  • A breakdown of the numbers: Did your sponsor’s contribution allow you to raise more funds, impact more people, or accomplish more overall? Share the exact numbers of your accomplishments and explain how your sponsor’s donations helped you get there. For example, if the sponsor donated items for your nonprofit’s auction, share how much revenue your nonprofit made from that auction and what you were able to accomplish with those funds.

You can further show your corporate sponsor’s impact by connecting their contributions to their core values. For example, let’s say an office supply company supported your animal shelter through a matching gift program. Explain that their mission to empower office workers to make a difference from their desks was fulfilled when they backed their employees’ efforts to fund an important cause.

The right communication strategy will strengthen your nonprofit’s relationships with local corporations. Every new partnership expands your support network into a completely new audience, placing you in front of the company’s leaders, employees, and customers that might be interested in supporting your organization individually.

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