How to Reach Corporate Funders the Right Way

Good morning, beautiful people! Welcome to Non-Profit Solutions, your smarter daily video show. Today, I’ll be diving into corporate funding outreach and discussing how to reach out to corporate funders the right way. This is key to increasing your chances of success. When planning your corporate funding outreach, understanding how you intend to connect with potential funders is crucial to your success.

From the very beginning, it's important to have a clear plan for outreach. Before you even reach out, there are some essential things you need to know.

First and foremost, research the company or brand you're targeting. Identify areas where your organization's mission aligns with theirs. Look into their past giving history—are they known for being philanthropic? Do they have any current or upcoming corporate social responsibility (CSR) initiatives? Understanding these factors is critical before making any moves. Additionally, consider whether you have any direct or indirect connections within these companies, as these relationships can significantly improve your chances.

Once you've completed your research, the next step is to create a plan of care for each brand you're approaching. For brands that are not highly targeted but exist within your network, you can have a general outreach plan that includes a variety of communication channels. However, for brands that are closely aligned with your mission, you'll need a more focused approach. Whether you're reaching out to 10 or 50 brands, each should have a carefully crafted plan that includes multiple touchpoints (6 to 10), communicates value, and strategically leads to the ask.

Having a plan of care allows you to track where each brand or contact is within your communication pipeline and ensures you're optimizing at every step. But how do you actually reach out once you have your plan in place?

There are several proven strategies to guide organizations in reaching out to corporate funders. Let me share a few:

1. Executive Outreach: This involves reaching out directly to the decision-makers—executives with the power to make funding or partnership decisions. This is one of the most successful strategies because it targets the people who matter. You can find these executives online, visit their offices, or connect with them on LinkedIn to build a relationship.

2. Board Member Introductions: Your board members are a valuable resource. Many have professional networks that include business owners, executives, or friends in high places. Encourage them to introduce your organization to their contacts. Your fundraising team can then pick up the conversation and nurture it to help secure funding.

3. Official Company Outreach: This involves sending emails to companies, but be mindful not to ask for money immediately. Instead, inquire about who handles partnerships or CSR within the company. This approach is more likely to open doors and establish the right contact for future conversations.

4. Awareness Events: Hosting webinars, seminars, or other awareness events aimed at corporate funders is another effective strategy. Invite business owners, partnership directors, and other relevant stakeholders to learn about the value your organization provides. This creates a platform for future partnerships and funding opportunities.

5. Social Media Outreach: Using social media to share content and value is a powerful way to attract corporate funders. Many corporate decision-makers are active on social media, whether in groups, communities or even on your timeline. With a well-thought-out social media strategy, you can drive sponsorships and funding.

6. Publications and Media: Consider getting your nonprofit featured in business publications, on business TV programs, or other media outlets that cater to corporate leaders. By taking your messaging to platforms like the Harvard Business Review or other top-tier publications, you can increase your visibility with key decision-makers.

7. Local Networks and Chambers of Commerce: Join local associations and chambers of commerce to connect with business owners and executives in your community. These groups offer valuable networking opportunities, allowing you to make direct connections that can lead to corporate funding.

So that’s it for today—how to reach out to corporate funders the right way. Next time, I’ll be discussing the tools and infrastructure you'll need to launch a successful corporate funding outreach campaign. We’ll cover the essential tools to prepare your organization before reaching out.

It’s been a pleasure talking with you today, and I look forward to being here again tomorrow to share more insights on corporate funding and how to unlock new opportunities for your organization. Remember, you’ve got the power to create the impact you’ve been called to make. Until then, take care and goodbye!

Rooney Akpesiri, VP Client Services, Solutions Matter LLC

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