Why 501c Organizations Need to Change their Approach with Corporate Sponsors

By Bruce Rosenthal, Corporate Partnership and Sponsorship Consultant


When I ask 501c executives when they last evaluated and made changes to their organization’s corporate sponsorship/partnership program, I often get vague responses like: “It’s been awhile.”

Sometimes I get a response like, “We’re probably leaving money on the table with an outdated sponsorship program, however, my Executive Director isn’t interested in making changes.” Or I’m told that the Board chair doesn’t want to “cozy up to” sponsors.

The topic of a recent Partnership Professionals Network meeting was “Reducing the Loss of Corporate Sponsors/Partners.” As we went around the table, the 501c executives in attendance voiced their concerns about the changing corporate sponsorship environment:

  • “Corporate supporters don’t want logos and recognition; they want ROI.”

  • “Companies say ‘funding education’ is more important than funding a commercial.’”

  • “Companies don’t just put logos out anymore.”

  • “Sponsors don’t just support parties anymore – we need to prove ROI.”

  • “Companies won’t support a breakfast; they want something unique.”

  • “ROI has changed! Companies want thought leadership and to be involved in content.”

  • “Companies that sponsor demand ROI and don’t just want the banner ads.”

There are two conclusions from these comments from 501c executives:

  1. Companies have little interest in logo recognition, banner ads, and signage.

  2. Companies will not sponsor organizations that don’t offer ROI.

501c organizations can share the comments and conclusions above with their staff, their executive director or CEO, or their Board chair to begin a discussion about when their organization is maximizing revenue and member value from their sponsorship program.

Additional information is available from the Partnership Professionals Network.

Bruce Rosenthal is a strategic advisor and consultant to associations and not-for-profit organizations, creating successful corporate partnership programs that increase revenue and add member/constituent value. He can be reached at bruce@brucerosenthal.associates, 301-922-6179; www.brucerosenthal.associates

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