For non-profit organizations looking to expand their fundraising potential, corporate partnerships present a powerful opportunity. Done right, these relationships can drive visibility, bring in new donors, and provide long-term benefits that complement other fundraising campaigns.

Successful partnerships don’t happen by accident. They are built through strategy, intentional relationship-building, and a clear understanding of mutual benefit. From our experience as a corporate sponsor, here’s insight into how we’ve built relationships to support missions helping our communities.

Creating a Partnership Takes Intention, not a Transactional Mindset

One of the most important things to understand is that a successful corporate-non-profit partnership must be a mutual win. Businesses are not looking for a place to send a check, instead they’re seeking meaningful ways to connect with the community, engage their employees, and align their brand with a cause that echoes their values.

A company wants to partner with an organization, not just sponsor an event or activity. That distinction is critical. A transactional approach may yield a one-time donation, but a strategic, collaborative relationship can evolve into ongoing funding, deep community engagement, and shared impact.

Understand What Your Organization Can Bring to the Table

Before reaching out to any company, take a step back and assess your value as a non-profit. What can you offer a corporate partner?

Generally, non-profits can provide value in two main categories:

• Mission Alignment: Does your mission naturally align with the company’s work or values? For example, a non-profit focused on health may find strong synergy with hospitals, while an organization focused on literacy might align with educational institutions.
• Marketing and Audience Access: Who does your organization reach? Maybe you have a desirable demographic. This audience may be attractive to businesses looking to connect with new customers or show community involvement to their employees and stakeholders.

Knowing your value allows you to approach potential partners from a position of strength and clarity.

Research, Research, Research

Once you’ve defined what you offer, it’s time to identify prospective corporate partners. Start by mining your existing network:

• Who is already involved with your organization?
• Who participates in your events?
• Who’s on your board or volunteering regularly?
• Who does your existing network know?

Look up your current supporters on LinkedIn. See where they work and who they might introduce you to. A warm introduction is almost always more effective than a cold call.

Also, research the companies themselves. What causes do they support? What events have they sponsored? What’s their community engagement strategy? Understanding their priorities before you make an ask demonstrates respect and increases your chances of being heard.

Schedule a Discovery Meeting, And Listen

Once you land a meeting, don’t start with a pitch. Ask questions. A discovery meeting is your opportunity to learn what the company values in a partnership:

• What types of causes have they supported in the past?
• What’s worked well for them?
• What are their goals for employee engagement, brand exposure, or community involvement?
• Where does their charitable or marketing budget come from (and when is it planned)?

This is your chance to understand the decision-making process, identify entry points, and begin shaping a custom proposal that meets their needs. A discovery meeting isn’t about closing the deal – it’s about opening the door.

One Size Rarely Fits All

Most non-profits have standard sponsorship tiers, so flexibility in your partnership is key. Every company is different, and what appeals to one may be irrelevant to another.

Some companies want prominent logo placement and naming opportunities. Others care more about employee volunteerism, or a VIP experience at an event. A great partnership is built by aligning your non-profit’s goals with the company’s unique interests.

Sometimes even small gestures, like waiving employee registration fees or offering parking perks, can make a big impact.

Build a Multi-Touchpoint Relationship

Strong partnerships are rarely built on one event. They grow over time, through ongoing communication and collaboration.

Create multiple ways for the company and their employees to stay engaged year-round. Offer opportunities to volunteer at different events, serve on planning committees, or be featured in public-facing campaigns. Keep in touch between fundraising seasons and celebrate their involvement publicly when possible. We love hosting lunch & learns throughout the year to hear the latest from the organization and make those in-person connections outside a bigger initiative.

The goal is to make them feel like part of your team – not just a sponsor, but a stakeholder in your success.

Think Beyond Cash: In-Kind and Creative Partnerships

Not all valuable partnerships involve writing checks. In-kind donations such as products, services, or expertise can offer enormous value when properly leveraged.

Through a multi-year partnership with a local student-focused organization, our employees have supported over 250 teens annually through its holiday gift campaign, contributed to its back-to-school supply drive. We also host high school students at our headquarters for mentorship and career exploration, offering insight into the financial services industry and local career opportunities.

The key is recognizing potential in these contributions and giving partners ownership. Empower them to innovate within your event or program, and they may surprise you with what they deliver.

Use Peer-to-Peer Influence and Committees

To bring in new partners, lean on the companies already involved. Forming an “executive committee” of representatives from existing sponsors can create a powerful referral network. These individuals understand the value of your organization and can advocate for you within their own circles. Remember the 3 Cs:

• Cause: Do they care about your mission?
• Connection: Leverage your contacts and community
• Capacity: Do they have the money to give?

Invite committee members to bring colleagues to networking events. Encourage them to introduce you to decision-makers at their firms. The credibility of peer-to-peer advocacy is far more compelling than any cold email or mass mailing.

Play the Long Game

Major partnerships don’t happen overnight. It can take years to build trust and alignment with a company before they’re ready to become a major sponsor. Your role is to be consistent, patient, and strategic.

A small donation or volunteer group this year could become a title sponsor in three years. Stay in touch. Keep providing value. Don’t give up unless you hear a hard no – and even then, you might revisit the conversation down the road.

Final Thought: Alignment is Key

More than ever, companies are looking for partners that align with their values and help create a culture of community involvement. Today’s workforce wants employers who give back – and partnerships with non-profits can help meet that expectation.

One of our longest-standing corporate partnerships is with a non-profit dedicated to empowering the next generation through financial literacy, career readiness, and entrepreneurship. It’s a natural fit – our team can support the organization not just financially, but through hands-on involvement. Each year, we connect with the kids by volunteering at their annual challenge and in classrooms, then we take it to the lanes and participate in their annual bowling fundraiser. The alignment between their mission and our industry and employees’ skills and passions makes this partnership especially meaningful.

By approaching corporate partnerships with strategy, empathy, and long-term vision, non-profits of any size can unlock new revenue streams and deeper community impact.

Start small, be intentional, and keep building. The right partnership can transform both your fundraising and your mission.

The information in this paper is not intended as legal or tax advice. Consult with an attorney or a tax or financial advisor regarding your specific legal, tax, estate planning, or financial situation.