Question answered on LinkedIn

Question:

Best Practices for Non Profit Solicitations/Corporate and Individuals

“We are a small Board of Directors of an educational non-profit, affording middle school students from lower income families an opportunity to attend high school and then college. We would like to leverage any resources available for non profits that would assist us in reaching out to corporations–asking the right information, tracking the right information, what divisions to approach, how to ask for money and employee volunteers. We have a target list, but are looking for a consistent ‘account development’ approach to follow.Thanks so much for any thoughts or guidance.”

Theresa L.

Answer:

“Theresa,

The first thing you need to think about is the business value for these corporations. Intuitively, I’m sure you feel that it makes sense for any company to support a social issue, but potential corporate donors need for you to spell it all out for them. Here’s how you might start:

You said that you have a list of target donors. Do these companies have any connection with education, your locale, or middle school-aged kids? For example, a local book store, a company that employs a lot of the parents of these kids, or a kids clothing store would be a good “fit” for your non-profit. The business value for them is that they would directly impact revenue by supporting a social cause issue (your NPO and these companies “share” the same customers). Brainstorm for more ideas about potential “partners” that fit right into what your cause is about.

“…both parties can configure and grow the relationship so that it continues to provide business value for them and social value for you..”

After you have a well-targeted list based on a business value strategy, think about how you can “productize” your offerings. Corporate folks are used to buying solutions that are easily understandable and succinctly packaged. Non-profits typically struggle with this because their causes are very theoretical, broad and far-reaching. “Productizing” means that you offer them specific choices (I would go with three choices). Each choice would be a different “level” of sponsorship, each with its own price and benefits. For example, you could offer a “Class Sponsorship” for $2,500 which allows them to support a specific graduating class. Included in the sponsorship with be the promotion of the sponsor’s business in class newsletters, sports events, graduation, book covers… you get the idea.
Approach and work with each sponsor with a long-term relationship in mind. Involve them with your school as much as possible, as if they are family. This way both parties can configure and grow the relationship so that it continues to provide business value for them and social value for you.
Buy a contact management solution to track and manage all of your relationships. A good solution will be web-based and allow you to manage grants, individual sponsors, and corporate sponsors.

I have many more ideas on my blog (listed below).

Hope this helps,