Corporate Sponsorships for Nonprofits: A Practical Guide
By: Sarah Pita and Mike Esposito, CFRE
As you’re setting up your nonprofit fundraising strategy, hopefully you have given some thought to how a corporate sponsorship strategy could help your overall sustainability.
Depending on who you are and where you are, it could be something as simple as walking into a local business to ask for a donation for the silent auction for your kid’s preschool. Or it could be a high profile nonprofit corporate partnership, like Subaru’s $82 million in support to the National Park Foundation.
From the candy store in a small town to Fortune 500 companies, businesses choose to support nonprofits because there is mutual benefit to be had. A successful corporate partnership strategy recognizes that businesses support nonprofits with expectations— whether it’s brand visibility, meaningful volunteer experiences for their staff, or demonstrating commitment to causes their customers care about.
Because these relationships have a transactional quality at the outset, nonprofits need to be sure that they are getting as much as they are giving. A successful corporate nonprofit partnership is a win for both parties.
Our comprehensive guide will answer your pressing questions about this often- underutilized tool in the fundraiser’s toolkit, like:
What’s the difference between a corporate sponsorship and a corporate partnership?
How can corporate sponsorships transform your nonprofit’s long-term sustainability?
What mutual benefits do corporate–nonprofit partnerships offer both sides?
What forms of corporate support (beyond just cash) should you be aware of?
How can smaller nonprofits successfully secure corporate sponsorships?
How do you identify and approach the ideal corporate partners for your mission?
What should you expect (and how can you prepare) for corporate sponsorship meetings?
How do you handle objections in a prospective sponsor meeting?
What do you do after the prospect confirms they want to sponsor?
What are the best practices for stewarding and maintaining long-term corporate relationships?
What common pitfalls should nonprofits avoid when building corporate partnerships?
Corporate Partnership? Corporate Sponsorship? What’s the Difference?
Before diving into how to secure corporate support for your nonprofit, it's important to understand the key differences between sponsorships and partnerships. Many nonprofits use these terms interchangeably, but recognizing the distinction will help you approach the right opportunities with the right expectations.
Sponsorship is typically a transactional exchange where a company provides financial or in-kind support in return for brand visibility and promotional benefits. It's often event-focused, time-limited, and centers on marketing value. Think of the local bank that pays $5,000 to sponsor your 5K Fun Run in exchange for logo placement and name recognition.
Partnership, on the other hand, involves a deeper, more strategic collaboration where both parties work together toward shared goals. These relationships tend to be longer-term, involve multiple touchpoints, and can include shared expertise, volunteer programs, and integrated problem-solving. Consider a tech company that doesn't just fund your youth programs but also provides mentors, internships, and technical expertise.
In reality, these relationships exist on a spectrum:
Pure Sponsorship: Simple exchange of money for marketing benefits
Cause Marketing: Brand alignment with specific campaigns or causes
Strategic Partnership: Ongoing collaboration with shared planning and goals
Joint Venture: Deep integration, potentially creating new programs together
Many successful relationships start as sponsorships and evolve into partnerships as trust builds and both parties see increased mutual benefit. Understanding where you are on this spectrum—and where you want to be—will help you craft the right approach and set appropriate expectations for both your nonprofit and potential corporate supporters.
Throughout this guide, we'll use both terms appropriately to help you navigate these different types of relationships and identify which approach best serves your organization's needs.
How Can Corporate Support Transform Your Nonprofit's Sustainability?
At this point we all know the drill. Nonprofits should get funding from a variety of sources, rather than relying too heavily on only one. In reality, though depending on your nonprofit’s size, stage, and mission, you may administer an array of government grant-funded programs, launch new programs with foundation grants, rely upon donors to keep the lights on, or use fee-for-service program revenue to support harder-to-fund work, and your mix may not be strictly, textbook. But that doesn’t mean you can’t diversify.
In fact, whatever your nonprofit’s funding picture, you really should find ways to diversify.
Government funding can be destabilized by changing political climates
Foundations can choose not to continue funding, or require a pause every few years
Even with excellent stewardship, sometimes individual donors just move on, or their generosity can be impacted by events beyond your control
Fee for service programs can face abrupt impacts- notably events like natural disasters or pandemics
And corporate relationships shine in areas less suited to your other funders. If you are considering holding an event, businesses are a natural place to look for sponsors. For projects that benefit from some extra pairs of hands, or specialized brainpower, a corporate partnership can get you those hands and brains. If you need materials or services, an in-kind donation can get you that without having to spend donor money. And many corporations match the philanthropy of their employees- so if you can attract donors through your corporate volunteer event, their donation may just go farther.
A good corporate partnership doesn’t just improve a nonprofit’s overall sustainability. It expands what’s possible.
The Mutual Benefits of Corporate Nonprofit Partnerships
As you think about pursuing corporate partnerships for your nonprofit, the most important thing to remember is that for-profit enterprises are looking for a relationship that will provide them with some sort of benefit. Inherently, this is more transactional than your other fundraising relationships.
I’ll say that again: for profit enterprises expect to get something from partnering with you.
The corollary is important, too: make sure that you are getting at least as much benefit as you are providing.
Successful corporate nonprofit relationships represent a win for both parties.
For the nonprofit, the primary benefit tends to be expanded resources to expand impact. For the business, it will often involve:
Bringing their brand to new customers
Experiences for their employees
Reputational benefit that aligns with their brand
For example, The Home Depot Foundation’s Community Impact Grants provide local nonprofits with up to $5,000 in Home Depot gift cards to support community-based volunteer projects. In one instance, a Veterans of Foreign Wars post in Michigan used a $3,600 grant to replace aging ceiling tiles and paint the ceiling grid in their building, with volunteer help from local Team Depot staff. The remaining funds were used for additional improvements, like paint touch-ups—allowing the nonprofit to improve its space without drawing on its limited operating budget, while The Home Depot strengthened its community ties and employee engagement.
On a much larger scale, Subaru's enduring partnership with the National Park Foundation, totaling over $83 million in support since 2013, brings significant benefits to both parties. The partnership burnishes Subaru's image as an environmentally conscious brand deeply connected to the outdoor lifestyle favored by its customers. It enjoys enhanced brand recognition, a clear demonstration of its corporate values through initiatives like the "Don't Feed the Landfills" program , and a distinct market differentiation via authentic cause marketing.
For the National Park Foundation, this collaboration represents a vital revenue stream. Subaru is by far their largest corporate partner. As of the time of this article, Subaru has given over $83 million to the National Park Foundation—equivalent to the annual budget of several large national parks-- enabling the expansion of conservation efforts, support for outdoor exploration and equitable access, and the implementation of resilience and sustainability programs across the National Park system.
National Park Foundation x Subaru Partnership
Common Forms of Corporate Support (Beyond Cash)
While many people think of corporate sponsorships as simply writing a check, support from businesses can take many forms. In-kind donations- like printing, catering, or software- can offset major costs. Skilled volunteer time or pro bono services from a company’s staff can bring valuable expertise to your programs or infrastructure. Some companies offer employee giving or matching gift programs, multiplying the impact of individual staff donations. Others may sponsor volunteer days or workplace drives that benefit your organization directly. The key is to stay open to what they can offer—and be ready to articulate how it supports your mission.
Business Sponsorships for Smaller Nonprofits
Chances are, you’re not quite at the National Park Foundation level just yet. Fortunately, collaborations between the private and nonprofit sectors exist at all levels. At the grassroots level, in communities all across the United States, nonprofits of all kinds approach their local business community for sponsorship of fundraising events and activities. You’ve probably encountered some of these in the wild:
Local Restaurant Partnership
Company benefits: Customer loyalty, community goodwill
Nonprofit benefits: Fundraising nights, donated meals
Example: A local family shelter partners with a beloved Italian restaurant for monthly "dine and donate" nights, raising over $5,000 annually.
Small Business In-Kind Support
Company benefits: Brand awareness, employee volunteering outlet
Nonprofit benefits: Free services, skilled volunteers
Example: A youth mentoring program receives free website design from a local marketing agency in exchange for volunteer opportunities and logo placement
Regional Company Event Sponsorship
Company benefits: Community visibility, networking
Nonprofit benefits: Event underwriting, promotional support
Example: Regional bank sponsors annual charity 5K for $5,000, reaching 500 participants with branded materials
Gala Sponsorship
Company benefits: Prestige and visibility among influential attendees, alignment with cause, recognition in event materials and press
Nonprofit benefits: Significant event funding, auction donations, credibility boost from known sponsors
Example: A regional law firm sponsors a local art museum’s annual gala at the $10,000 level, receiving logo placement, a table at the event, and a thank-you from the stage.
Legal and Compliance Considerations
While corporate support can be a powerful boost to your nonprofit’s sustainability, it’s important to be aware of a few legal and compliance issues that come with the territory. Unlike individual donations, corporate sponsorships often involve public recognition or benefits to the donor, which means they’re subject to specific IRS rules.
The key distinction lies in whether the contribution qualifies as a qualified sponsorship payment—that is, a payment made with no expectation of substantial return benefit beyond basic recognition. Things like listing a sponsor’s name and logo, displaying a banner at your event, or acknowledging them in your newsletter are generally fine. But if you provide advertising—like a call to action (“Visit Joe’s Auto for the best deals!”) or comparative language (“the best bakery in town”)—you may be crossing into unrelated business income territory, which can be taxable.
You’ll also want to be clear and transparent in your written agreements. Spell out what the sponsor is giving and what you’re providing in return. If you’re receiving in-kind goods or services, be sure you’ve agreed on how they’ll be valued for acknowledgment purposes.
And finally, remember that some larger companies may require certificates of insurance, nondiscrimination policies, or documentation that you’re a registered 501(c)(3). Make sure your nonprofit is prepared to provide those when asked.
If you’re unsure whether a sponsorship arrangement could raise tax concerns, consult whoever handles your organization’s taxes or financial filings—they can help you stay on solid ground.
How To Identify and Approach Ideal Corporate Partners
Fundraising is always, always, always about relationships, and this is just as true with corporate partnerships as it is with anything else.
Identify potential partners with mission alignment. If your organization works on food insecurity, consider grocery stores and restaurants. If environmental conservation is your mission, how about outdoor companies? You can go deeper than that, though. You know your nonprofit’s work. Take a look at other causes a business has supported, even if you don’t see an obvious connection. Look at the section on a business’s website that talks about corporate social responsibility, or ESG (Environment, Society, Governance) reporting for clues as to what causes will be the best fit.
Most importantly, if you are looking for sponsors for your nonprofit, your best bets for corporate partners are the ones you already know… of that somebody you know, knows. Where are your Board members employed? If they are retired, where did they spend their careers? You may also find good prospects among their close connections, and among your top supporters. A warm introduction from somebody within the company is far more likely to be productive than a cold call.
Now that you have come up with a list with a few names on it, it’s time to try to get a meeting. It depends, of course, on what you’re trying to do.
If you’re walking into a small business looking for donated goods, talk to the owner.
If you're approaching a larger company, start by figuring out who handles community engagement, marketing, or corporate social responsibility—job titles like Community Affairs Manager, Corporate Partnerships Lead, or even HR or Communications staff can all be good starting points. If you’re not sure, LinkedIn can help you identify someone in the right department, and an introduction from a shared contact (like your board member or top supporter) can make all the difference.
If you don’t have the benefit of an inside connection, once you have identified the right person to approach, put together a good, concise email that explains clearly and briefly who you are and what you want to meet about. Explain (again: briefly!) the alignment you see between your work and their interests, and ask for a meeting. Seriously, make it a good little email. Don’t send a form email, and if you must use AI, use it to edit. People can tell when they’re getting a form letter.
Bonus tip #1: Some corporations have a competitive grants process you can apply to as an initial step toward building a relationship.
Bonus tip #2: If you’re looking for sponsors, don’t forget about your vendors. Many of them have funds in their budgets for event sponsorship, and they expect to be asked. The best person to make this ask is the person who deals with them directly.
Yankee Stadium’s corporate sponsors displayed in the outfield
What to Expect (and How to Prepare) for Sponsorship Meetings
Good news! Your Board Treasurer just got you a meeting with the person managing their employers’ community work. You’re meeting with them in a few days. How should you prepare?
As with any funder meeting, you should be prepared to talk, and to answer questions, about your nonprofit. If you are meeting in person, be sure to bring several copies of your sponsorship brochure, along with a copy of your most recent annual report and any other materials that provide a good view of your organization. If your meeting is over Zoom, have some slides ready.
Spend a few minutes learning about the business you will be meeting. What else have they sponsored, and at what level? Do you understand what they do? Have they been in the news recently—for good reasons or bad? You can also look up the person you are meeting with, on the company website or on LinkedIn.
This will be a meeting where you should be asking questions, rather than talking at them. So in your preparation, make sure you know what questions you want to ask.
When you get to the meeting:
Thank them for taking the meeting. Then ask:
What are you hoping to achieve through sponsorship? Listen for priorities: brand visibility, lead generation, community engagement, new audiences
What is your sponsorship budget? Ask early—this will help you to shape a realistic proposal
By understanding their priorities and what amount would be appropriate to request, you can tailor your ask to offer a customized sponsorship package that will align with their goals.
What’s a sponsorship brochure?
A sponsorship brochure is a short, visually appealing document that outlines the benefits of sponsoring your nonprofit’s event or program. It typically includes sponsorship levels, what each level includes, and a brief overview of your mission—designed to help businesses quickly see what’s in it for them.
How do I set sponsorship levels?
Avoid the Bronze-Silver-Gold Format. Generic tiers rarely convey real value.
Reframe the Benefits. Highlight what matters to them: visibility, access, alignment.
Customize Your Offerings. Think beyond logos: include speaking roles and curated opportunities.
Set Smart Ranges. What’s your minimum meaningful offer? What’s your keynote offering?
Stay Flexible. Don’t force every sponsor into a tier, bespoke packages often win.
Handling Objections
You thought the meeting went well, but you aren’t getting a yes. What do you do?
Invite a Conversation. Offer a quick call to talk through concerns or hesitations
Ask Clarifying Questions. Understand the why behind the objection, it may uncover an unmet need or misunderstanding
Problem-Solve with Your Team. Discuss the objection internally- there may be a workaround or a creative solution
Offer Scaled Options. If budget is the issue, suggest a lower-tier opportunity or a custom package that still delivers value
Know When to Move On. Not every sponsor is the right fit this time. That’s okay, protect your time and energy
They said yes! Now what?
When all of your hard work pays off in an answer of “yes,” once you and your team have enjoyed a collective happy dance, it’s important to act fast.
Set a Clear Process
Outline internal steps for confirmation, invoicing, and follow-up.
Send a Confirmation Email
Use templated language to recap:
Sponsorship level
Agreed benefits
Invoice amount & due date
Contact info for ongoing communications
Invoice Promptly
Send within 24–48 hours with payment instructions and W-9 if needed.
Handoff with Care
Loop in marketing, finance, and events.
Document expectations for smooth delivery.
Best Practices for Stewarding Corporate Relationships Long-Term
Once a sponsor has said yes, the real work begins. Corporate partnerships—like all good fundraising relationships—require thoughtful follow-up, consistent communication, and a little bit of creativity to grow over time.
Start by delivering what you promised. That means making sure logos appear where you said they would, sponsors receive the tickets or perks they were offered, and your team is looped in so nothing falls through the cracks. If you have a marketing or events colleague, now’s the time to connect them directly to your sponsor’s point of contact.
During your event or campaign, look for small ways to make sponsors feel seen and appreciated: a thank-you from the stage, a personal hello if they attend, or even just snapping a photo of their signage and sending it to them after. If they couldn’t be there in person, let them know how it went and that their support made it possible.
A good sponsor experience is one that’s easy, warm, and valuable. If you can deliver that consistently, you won’t just get support—you’ll build a lasting partnership.
Mike Esposito Fundraising and amplifi serving as sponsors at a nonprofit networking event.
Common Pitfalls to Avoid in Corporate Partnerships
Corporate partnerships can be incredibly rewarding—but they can also go sideways if you're not careful. Here are a few common missteps to watch for, especially if you’re new to this type of fundraising.
Ignoring the clock. Plan backwards. Companies often set their budgets months in advance—if you’re asking in April for a June gala, you may already be too late. Ideally, begin planning 9-12 months before the event. Another way to say that: in the days after your event, start laying the groundwork for next year.
Overpromising. It can be tempting to offer everything under the sun to close a deal, but make sure you only commit to what you can confidently deliver. If you say a sponsor will be featured in a press release or on social media, make sure it happens—and on time.
Making it all about you. A sponsorship is not a donation—it’s a relationship. Focusing solely on your nonprofit’s needs without taking time to understand the sponsor’s goals is a fast way to lose their interest. If you don’t know what’s in it for them, you’re not ready to make the ask.
Dropping off after the check clears. Many corporate sponsors say they don’t return to past partners simply because no one followed up. If you go silent after the event, you’re not just missing an opportunity to renew—you’re risking the relationship altogether.
Treating all sponsors the same. A $500 program ad and a $25,000 presenting sponsor are not the same thing. Tailor your communications, benefits, and level of attention accordingly.
Most of these pitfalls can be avoided with a little planning, a team approach to fundraising, good recordkeeping, and a mindset of mutual benefit. Keep the relationship in focus, and the rest tends to follow.
Essential Follow-Up Strategies for Donors and Event Sponsors
Strong follow-up is the secret to turning a one-time sponsorship into a long-term relationship. It doesn’t have to be complicated—but it does need to be intentional.
Start with a prompt and personal thank-you. Within a few days of the event or sponsored activity, send a short email expressing gratitude, include a photo or two if you can, and recap how their support made a difference. For major sponsors, consider also mailing a formal letter or handwritten note.
Next, close the loop on what they received. If they were promised social media mentions, signage, or logo placement, send proof—screenshots, photos, links to coverage. If they weren’t able to attend the event, show them what they missed and how they were represented.
A few weeks later, check in. Ideally, this will take the form of a 20-30 minute phone or Zoom call. Ask what worked well, whether the experience met their expectations, and if there’s anything they’d change for next time. You’ll garner valuable feedback for next time—and even, potentially, a verbal commitment for next year.
A short feedback survey (5-7 questions tops) can also be helpful.
Don’t forget to track everything: who you followed up with, when, and what they said. Keeping good notes makes future outreach easier and helps you build toward deeper partnerships over time.
Following up isn’t just a formality. It’s part of the experience you’re offering. A thoughtful follow-up plan signals that you’re organized, appreciative, and committed to growing the relationship—which is exactly what most sponsors want to see.
Final Thoughts
At its best, corporate sponsorship is more than just logos on a banner or dollars in your budget- it’s a strategic, mutually beneficial relationship that can strengthen your nonprofit’s sustainability, expand your reach, and amplify your impact.
Whether you’re a grassroots organization approaching your local coffee shop or a national nonprofit pitching a Fortune 500 company, the principles are the same: lead with alignment, be clear on mutual benefit, deliver on your promises, and steward the relationship with care.
We hope this guide has equipped you with practical tools, actionable strategies, and the confidence to start or strengthen your corporate sponsorship efforts.
Here’s to building authentic partnerships that not only fund your mission but help you dream bigger, reach farther, and do more good in the world.
Let’s get to work.
About the Authors:
Sarah Pita is a nonprofit fundraising and communications expert whose 25-year career spans direct program work, fundraising strategy, grant writing, messaging, and impactful storytelling. She has secured millions in funding for diverse initiatives, including humanitarian aid, education, and environmental projects. Currently Director of Development for the Center for Independence of the Disabled, New York, Sarah is also known for her practical, approachable trainings on ethically using generative AI tools to help nonprofits streamline their work and elevate their narratives.
Mike is the Founder and Lead Fundraising Strategist of Mike Esposito Fundraising, a New York City-based consultancy dedicated to helping small to midsize nonprofits strengthen donor relationships and achieve long-term fundraising success. A CFRE-certified strategist, mentor, and coach, Mike partners with organizations to develop tailored solutions that align with their mission and goals. His expertise spans fundraising strategy development, major gifts, donor stewardship, campaigns, and board and staff coaching- offering nonprofits the tools and guidance they need to build sustainable, high-impact fundraising programs.