Corporate Partnerships – Money … Or More?
Latest Fundraising Success mag offers a series of articles on corporate sponsorships, the best of which offers seven tips on how to approach and structure mutually beneficial partnerships.
Historically, corporate sponsorships were just a fancy name for corporate contributions, like buying a table at the annual fundraising dinner. And there's nothing wrong with hitting on businesses for some cash!
But the corporate/non-profit dance has gotten a lot more sophisticated. For their part, corporations are seeing plenty of proprietary data confirming growing public demand that businesses conduct themselves in socially responsible ways. Just making a $$ contribution doesn't cut it anymore. Now companies are expected to abide by humane labor practices at home and abroad, mitigate their environmental impacts, protect customer privacy, champion diversity and so forth. Companies realize they need brand goodwill, and they are prepared — indeed expect — to do more than write a check for mention in the dinner program or annual report. They want high visibility association with the causes and charities they support.
Meanwhile, smart non-profits are recognizing that consumer-facing corporations can offer benefits potentially far more valuable than cash. The first that comes to mind
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Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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