When approaching any business for support, it pays to know why business supports charity. Without this knowledge you don’t have the market intelligence to enable you to form the right “pitch”.

Businesses don’t always give because it’s the right thing to do, they have other motivators, often what fundraisers think is the reason isn’t.

Some reasons why business may sponsor:

  • Brand Image
  • Attract Business
  • Building connections/communities
  • Client Entertainment
  • Social Responsibility

We all hope that business support is because they want to make a difference, and yes, many do. But not all give because it’s right thing to do.

Knowing why a business may support you is important, if you know why you can pitch them in their language, their reason for why they should support you.

If you know a business is likely to support because they’ll have the opportunity to entertain clients, maybe you can weave this into your pitch. If they may give because of the types of others who will be at an event, then use this to your advantage.

Don’t lose sight of the fact that you are asking for charitable reasons and that you need their help – not the other way around.

Some companies may support solely for the PR standpoint, are these the types of business you want supporting you? Or, would you sooner have a business support you for what you stand for, for what you do?

Can business sponsorship be more than simply monetary?

What types of business do you prefer to have support you – those who write out a cheque, or those who will also roll up their sleeves and help out?

What’s some of the main reasons you’re finding businesses are supporting your cause?

What’s some of the strangest requests you’ve had from business sponsors?

One thought on “What Drives Business Sponsorship?

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