Corporate Fundraising: So, You Secured a Meeting. What's Next?

by Marisa Kent-Guerra, Associate Consultant

The meeting is your first step to building a strong, mutually beneficial relationship. There are some do's and don't to think about as you prepare for the meeting. From finding organizational alignment to coming thoroughly prepared, here are my top tips for ensuring you continue to move your partnerships forward.

So, how do I prepare for my meeting?

1. Meet them where they’re at. When you’ve secured the meeting – you don’t want to go into it ready to share all the amazing work your organization does. Not yet at least. Do your research and have a clear picture of what their philanthropic priorities are. Be ready to make the connection for them as to why you are the right organization to partner with.

2. Have a clear value-add. Show them what you bring to the table, whether that’s publicity, visibility, employee engagement opportunities, event attendance opportunities, or more. What is their Return on Investment? Look – I’m not always a fan of the idea of give and take in our work, but I do understand that companies care about whether your organization can add value to their brand and tell the right story.

3. Don’t fit a square peg into a round hole. Whether you’re searching for prospects, engaging them in conversation, or building relationships with companies already familiar with your work, ensure that you are prioritizing your mission first. Do not add program offerings to your proposition. You want to sell them your story and get their buy-in to what you’re currently offering. Additional offerings do nothing but strain the capacity of your programs teams and set your organization up to fail.

4. Keep in touch. Don’t just reach out to your corporate partners in budgeting season or when you are asking for a donation or sponsorship. Keep them engaged and excited about your work with regular update emails, newsletters, opportunities to deepen their engagement with your work, and deliverables like your yearly impact reports.

Okay, now that I know what to do, what should I avoid?

1. Don’t treat your contacts the same as your major donors. Unlike traditional major donor relationships, your contact is generally not deeply invested in the work that your organization does. The company is. The employee you’re working with is a connector between you and the company’s philanthropic priorities.

2. Don’t make broad asks. Hone in on an area that they are interested in supporting. While you should still ask for general operating funding, you want to showcase the programs they’re interested in to keep their interest.

3. Don’t show up unprepared. Come prepared to discuss what the company does, what their values are, what their philanthropic priorities are, where you have found alignment, and have a giving opportunity ready if they ask.

4. Don’t make an ask the first meeting. Be prepared to offer one if they ask but for your first meeting, you’re just getting to know one another. Treat them as you would any other donor and move them through the stages of Moves Management.

Corporate cultivation and stewardship are remarkably similar to major donor cultivation and stewardship. It is just more professional, more structured, and more data focused. If you tweak your skills here and there and adjust your frame of mind, you’ll be on the road to success.

To develop a strong and comprehensive fundraising plan, including Corporate Giving, reach out to the Ostara Group today.