From monetary donations to in-kind gifts, corporate social responsibility (CSR) and corporate sponsors provide critical sources of funding and cross-marketing for countless nonprofits, making them a cornerstone of the nonprofit world. However, finding the right corporate sponsor worth the amount of effort required for your organization will take more than simply partnering with just any available business.

Between new trends in philanthropy, increases in CSR, and the wide and fast accessibility of news and information, it’s apparent that we live in an increasingly cause-driven world where the public is hyperaware of social issues and business practices.

What makes corporate philanthropy so important in our current moment? After all, corporate philanthropy has been around for decades, and during that time many businesses have been eager to improve their public image by engaging in these programs.

The key difference between then and now is access to information. The rise of the internet, social media, and handheld devices with internet access have come together to make data and breaking news available right at peoples’ fingertips at every hour of the day. This has not only made the public more aware of the actions and values of organizations like your nonprofit or corporate sponsors but it’s also had a direct impact on consumer spending habits.

So, with the public eye firmly fixed on the opinions and operations of both your nonprofit and the companies you choose to associate with, it’s clear why picking the right corporate sponsor is such an important process.

  1. Start locally.
  2. Consider your sponsor’s audience.
  3. Weigh your sponsor’s goals and values.
  4. Consider what they can offer you.
  5. Invest in the right software.

Read the full article about corporate philanthropy by Renee Zau at the Johnson Center.