How to Find a Sponsor for a Non-Profit Organization

Identifying a sponsor is a challenge for most nonprofits, especially in a tough economic climate. Luckily, there are many ways for nonprofits to find sponsors. Sponsorship can come from government grants, private donors and corporations. Sponsors often choose to support nonprofits with similar values or mission statements. Before beginning to reach out to funding sources, a nonprofit needs to develop an effective strategy and timeline for identifying a sponsor and cultivating relationships.

Instructions

Identifying a Nonprofit Sponsor

1. Consider the nonprofit's sponsorship needs and set a fundraising goal. A nonprofit organization can request financial sponsorship to support its daily operation, an event or a publication. It also can seek an endowment for long-term support. Most nonprofits have a mix of fundraising needs. Develop each fundraising campaign around a specific goal, such as securing funding for a gala dinner or raising money for capital construction costs. Based on the amount of funding it needs, a nonprofit may want to consider a mix of grants and private sector donations.

2. Research potential sponsors. If you are seeking sponsorships of less than $1,000, identify local small businesses and business owners who have a vested interest in the community. Local sponsors are particularly apt to support events or programming that have an impact on the community. If you want sponsorships of more than $1,000, focus on larger corporations, both locally and nationally, and private philanthropists. When researching potential sponsors, look for organization and corporations that have similar values or missions. Also consider the types of nonprofits and events that your potential sponsor has supported. Research government grants at Grants.gov. Contact the mayor's and governor's offices to find out about city and state grants.

3. Use your connections and ask your contacts for more sponsorship ideas. If the nonprofit has an advisory board, hold a meeting to brief the members on the sponsorship needs. Ask the board members to think about contacts they have in the community who can help by sponsoring or identifying potential sponsors.

4. Develop a fundraising campaign. The nonprofit's sponsorship committee needs to be familiar with all aspects of the nonprofit, from its mission statement to the specific needs and goals of the sponsorship program. Include an executive summary or brochure about the nonprofit, profiles of key staff and advisory board members, recent press clippings and recaps of recent events or programming.

5. Target potential sponsors with pitch materials and schedule follow-up meetings. Ask senior-level management or advisory board members who have a thorough understanding of the nonprofit's mission and sponsorship needs to conduct meetings with potential sponsors. Anyone representing the organization in follow-up meetings should be familiar with the pitch materials and prepared to answer any question a potential sponsor may ask. Representative also should be comfortable asking for financial support. They should be prepared to explain the benefits for sponsors, which could include mention in news releases or naming rights.

6. Send a letter of thanks to any potential sponsor after the meeting. In the letter, recap the meeting, including any questions asked by the potential sponsor, and reaffirm the benefits for the sponsor. Within a week of sending the letter, place a phone call to confirm whether the sponsor is interested in coming on board. Do not be discouraged by rejection; it's always a good idea to keep a potential sponsor updated at least twice a year on the nonprofit's progress. A potential sponsor may be willing to reconsider supporting future events.

References

• idealist.org | The Nonprofit FAQ: How can I find sponsors?
• Free Management Library | Nonprofit Fundraising and Grantwriting

Resources

• Read this Article in Spanish