Talking to businesses about parting with their money might sound daunting, but it’s actually fairly simple. Besides, the worst that can happen is the business will say no – you’re no worse off than before you asked.
Here are a few tips to help you get started.
Pick the right business
Think smart about which business you want to approach. If you’re thinking about running a local, community based program, then start talking to local businesses. It wouldn’t make sense to call up the CEO of an enormous multinational machine to raise some funds for your street party.
Try and look for businesses that might actually be interested in your cause. For example, if you’re raising awareness about breast cancer, speak to your local florist, beautician, or hairdressing salon for sponsorship.
It also helps to do some research on the business you’re approaching. Companies will often advertise which charities they already support on their websites, or they’ll have charity pamphlets with a donation box sitting near the cash register. If the business looks like they’re already interested in a similar issue to the one that you’re trying to raise funds for, they are probably worth approaching.
You might also like to find out who would be the best person to speak to so that you have the name of a contact before you pitch your ideas. Try and work out the most effective way to reach them – some people prefer emails over phone calls or face-to-face chats.
Be clear about what you want
Here’s some wisdom for you: businesses are busy! They won’t be interested in your highly passionate rant if it takes up too much time. You’ve got to be super clear about your ideas before you go to them for cash.
Spell out the actions you want them to take. Use sentences beginning with, “You can assist us by….”, or “We’d greatly appreciate it if you…” and then insert the action you want them to take. It might be donating prizes for a competition you’re running, advertising your event on their company website, or putting some cold hard cash behind your cause. Either way, it will give the business more confidence in your plan if they know exactly what you’re expecting of them.
Forget the funding freak-out
Don’t get too stressed out if a business says no to your stunning proposal. Businesses have their own financial commitments to meet and even though it hurts, the rejection probably isn’t personal. Instead, make sure you start off with a long list of businesses to approach so that you have more options if some of them say no. The key is to keep trying!
“It’s nice doing business with you”
Let’s not rely on a business owner’s charitable heart to secure the funding for your world-changing ideas. Instead, let them know how they will benefit from partnering with you. Have you got a crowd of devoted followers that happens to be the target consumer group for this business? Are you better at reaching the community than they are? Flaunt it! Businesses will be more willing to help you out if they see something in it for them.
And remember, it’s important to acknowledge the help of your sponsors. After all, without them you’d be running this gig with your pocket money. Try to include their company logo on your promo flyers, or officially thank them at your meetings. It might be nice to send them a letter of appreciation too.
How do I know this?
Joanne Frits, Corporate sponsorships – How non profits can get corporate sponsors, About.com
http://nonprofit.about.com/od/fundraising/fr/sponsor.htm
Danielle Sonnenberg, How to get sponsorship for your nonprofit, TheStreet.com
http://www.thestreet.com/story/10392717/2/how-to-get-sponsorship-for-your-nonprofit.html
A guide to raising sponsorship, Australian Library and Information Association http://www.alia.org.au/members-only/advocacy/raising.sponsorship.html
Sponsorship homepage to help your community, Ourcommunity.com.au
http://www.ourcommunity.com.au/funding/funding_article.jsp?articleId=1697
