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What qualities/attributes do major corporations look for when considering sponsorship of a charity?

When planning corporate philanthropy, what are the qualities companies look for most in a nonprofit organization? What's most attractive? What gets your attention?

3 Replies

Rob Gropper
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Rob Gropper Entrepreneur
Director at PetHero, SPC - Member at Eastside Incubator - Principal at Tuxedo Technologies Group
i don't know, but off the top of my head here are a few places i would start:

1. Ask some companies - talk to people who make the decision regarding their corporate philanthropy.
2. talk to some nonprofits that solicit support from corporations.
3. We hired a sales person recently who has a background in fundraising for nonprofits. Talk to some people who make their living fundraising for nonprofits.
Andrew Lockley
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Andrew Lockley Advisor
Investor and strategy consultant
Brand fit/synergy, reputational repair/enhancement, and (hopefully) effectiveness of the beneficiaries. A On 21 Apr 2015 12:10, "Larsen Jay"
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I think you'll find if you talk to people at major corporations (h/t Rob and Lean startup) that some insanely high percent 70%+ are driven by the top - that is passions of the CEO/their family, etc. So, you need to find people (literally people) who are passionate about the cause. The other reason is PR - we need to support women in tech - or some such PR angle.

FD is great but I think there is no substitute for getting out there and talking to people in corporate philanthropy - you have to be able to talk to potential "clients" or "customers." I doubt most are in the FD network.
Heidi C. Hutchison
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Heidi C. Hutchison Entrepreneur
Managing Director, Tau Consulting Group ❖ Outsourced Marketing Expertise ⇨ Driving Business Growth
I will be attending a conference in Atlanta from Wednesday, April 22 to Saturday, April 23. I will have limited access to emails. If this is urgent, please call me on my mobile or text me at (858) 245-7003. I will be back in the office on Monday, April 27. Cheers, Heidi
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