The biggest giving month of the year is right around the corner. According to Network For Good, 29 percent of giving in 2015 happened in December, with 11 percent of the annual total donated in the last three days of the year. To get the most out of your December, kick off the month with a killer Giving Tuesday campaign. And to get the most out of your Giving Tuesday campaign, partner with a corporation.
In 2016, corporations donated $18.5 billion according to Giving USA.
For an example of how corporate giving can impact individual nonprofit organizations, consider this: Alzheimer’s Society Nova Scotia ran a Giving Tuesday campaign in 2013 in which they received a matching donation from Deloitte for all individual donations. They raised $10,000 and exceeded their overall fundraising goals.
You too can exceed your fundraising goals with the right partnership. Here are three ways to pitch a corporate partner for Giving Tuesday.
1. Choose a Good Partner
When seeking a corporation to partner with this Giving Tuesday, it is crucial to choose a company that aligns with the mission and goal of your organization. The right partnership could extend beyond Giving Tuesday for future donations and become a mutually beneficial relationship for years to come. Prior to contacting a company, research their background, key achievements, future plans, and important goals. For example, a pet specialty retailer may be inclined to donate to an animal rescue organization.
Consider a Local Partner
Corporations value local nonprofit organizations and causes. A study by the Indiana University Lilly Family School of Philanthropy found that between 2000 and 2011, 60 percent of donations over $1 million went to organizations that were in the donor’s immediate geographic area.
Not only does donating to a local charity build an immediate connection, it also builds positive press. Giving to local organizations shows customers that the corporation cares about their community and the local issues that affect them. While the corporation provides financial assistance, the nonprofit provides positive publicity for the corporation.
Match Your Demographic Profiles
It’s also important to match your supporters with the company’s customers. Aligning demographics is another telling way to determine if a partner is going to be a good fit. For example, if you are a health-focused organization that caters to women ages 25 to 45, you might look to partner with a specialty grocery store with a customer base that matches that demographic. In this partnership, you benefit from meeting their customers and they benefit from meeting your preexisting supporters.
When you align precisely and create a mutually beneficial relationship, you may land a bigger ally than you initially imagined.
2. Come Prepared
Before reaching out to a potential corporate partner, prepare your toolkit ahead of time. This should include all the materials the organization might need in order to implement a giving program.
Create a Media Kit
Prepare a media kit in advance to demonstrate that your organization is professional and that working with you will be an effortless process. Your media kit should include:
- Email appeal templates
- Photos that showcase your mission
- Sample social media posts
- Video testimonials from donors
- A thank you from your staff and board
- Partner-focused hashtags to track social media engagement
- Branded campaign page
Build a Giving Tuesday Corporate Campaign Page
Make implementing a corporate giving program even easier by creating the corporation’s Giving Tuesday campaign ahead of time. Corporations will be more inclined to say yes if the work has already been done for them. With Classy you can create new campaign pages in a matter of minutes. You can then easily add your partner as a campaign administrator and hand over the completed campaign donation page to get the ball rolling.
Offer to Promote Their Company
In addition to adding your corporate sponsor’s company logo to your website, you should also offer to promote their efforts through your social channels. Showcase your social media reach potential and explain how you will promote your partnership in the time leading up to and following Giving Tuesday.
Below is an example of how Capital Partners for Education showcased their corporate partner Hanley Wood on Twitter leading up to Giving Tuesday in 2014.
— CPE (@CP4Education) December 1, 2014
More and more nonprofit marketers are realizing the importance of storytelling in engaging audiences. In 2015, 69 percent of nonprofit marketers reported they were creating more content than the previous year, and an impressive 93 percent used social media content to reach their donors.
Storytelling helps people feel emotionally connected and motivated to support a cause. People are naturally drawn to stories about changing the world for the better, especially when they can relate to those stories. This is no different when trying to attract the employees of your potential corporate partnership or anyone who wants to support your cause.
To encourage company-wide giving in your potential corporate partnership, it is recommended to be fully transparent about your organization and its mission. Make sure to share:
- Impact Stories
- Company culture blog posts
If a company does decide to forge a Giving Tuesday partnership with your organization, make sure you are readily available as a resource for their employees. Consider hosting an “Ask Me Anything” (AMA) on Twitter or Facebook Live just for employees. There, you will have the opportunity to engage directly with potential donors and start building a relationship with them.
No matter how large or small your nonprofit organization is, you are capable of securing a corporate partner in time for Giving Tuesday. Increase your chances of nabbing a partner and implementing a successful giving program by choosing the right corporation and establishing a mutually beneficial relationship. By forming a strong relationship from the start your fundraising potential is limitless.