In-CORPORATE-ing Impact: A Guide to Corporate Fundraising

by Marisa Kent-Guerra, Associate Consultant

So, what is corporate fundraising anyway?

Corporate fundraising transforms the traditional fundraising model and applies a new lens to it – a business lens. Corporate giving means that companies are providing a resource to your organization, whether that’s a financial donation, an item, or volunteer time.

Companies have become an invaluable asset in the current fundraising landscape, making up almost $45 billion worth of total contributions in 2024, and saw a 9.1% increase in giving from 2023 to 2024. Inevitably, there are companies in the giving landscape that align with your mission. You just have to find them.

You should be actively seeking out corporate partners to enhance your fundraising strategy.

Right now, people care more than ever how their dollars are being used. People care about who their employers are donating to, and they care who their favorite brands are donating to. This means that companies want to show that they are walking the walk, reflecting their stakeholders’ values through corporate social responsibility. What this means for us as fundraising professionals: first, companies are eager to give to improve their brand image, and second, engaging people in your mission is still invaluable in building out a strong pipeline of prospects and donors.

So, how do companies give?

• Sponsorships: donations given in return for a set of benefits provided to the company by your organization. Companies will usually look for brand exposure through your organization in return and may even draw from their Marketing budgets in addition to earmarked philanthropy funds.

• Grants: some companies have foundations that do their giving for them. Generally, these grants require an application that is less involved than your average application. It’s still work, though!

• Matching Gifts: companies will match employee contributions. Depending on the company, they can match gifts up to 3:1 or even pay for volunteer time. Unfortunately, the onus is on you to communicate with your donors about their company‘s matching program and encourage them to submit for a match.

• In-Kind: these are physical items, generally donations to auctions, galas, or to support capital needs.

• Volunteerism: time and talent given to your organization by company staff to accomplish your mission.

• Cause Marketing: giving campaigns where companies run promotions for your organization and give by providing a percentage of their profits, a dollar amount per item sold, etc. The world is your oyster with these campaigns. Get creative!

So, how do I build connections? Where do I look?

• Utilize your board connections. Your Board of Directors is an invaluable and often untapped resource – ask them who they know and whether they’re willing to make an introduction. Your board members are so dedicated to your mission that they are overseeing the direction of your organization.

• Attend networking events. Make connections the old-fashioned way. In a post-COVID world, this can be difficult, but there is still something invaluable about building relationships organically.

• Search for organizations that are outwardly aligned with your mission. When doing your research, check if they have a CSR or ESG page and find out what their giving priorities are.

• Reach out to your current corporate partners, vendors, and major donors. They might be willing to connect you with other companies interested in your mission.

• Use databases to find companies in your region. The Puget Sound Business Journal, for example, is an invaluable resource when doing research to identify potential prospects. These resources can help you understand the landscape of your service area and what companies occupy it.

• Connect with employees by outreaching to your current individual donor base. Companies are keen to give to organizations that their employees are passionate about. Hint: search through their email domains.

• Don’t overlook small to medium-sized organizations! Everyone wants donations from Amazon, Microsoft, and Starbucks, but your local law firm, accounting firm, grocery store, or boutique might be directly connected to your mission.

  
  

Once you’ve built a strong prospect list, it’s time to make the introduction. Don’t be shy! Write a strong introductory email, reach out, be patient, and follow up. Trust the process; the right partners are out there.

To learn more about how to incorporate corporate fundraising into your strategy, including how to properly cultivate and steward these donors, reach out to Ostara Group.