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The Nonprofit FAQ > Management >

Marketing

How can I get non-philanthropic corporate support?

Summary:

You might appeal to their corporate marketing program instead of to the philanthropy area. If you can help a company get positive publicity...

Answer:

You might appeal to their corporate marketing program instead of to the
philanthropy area. If you can help a company get positive publicity,
favorable media coverage, etc., then they can treat the donation as an
advertising cost. The marketing department usually has a much bigger
budget than the donations committee does.

Make sure the results are not just one-time. Give them good PR in your
annual report, at the AGM, on signs at events, etc., so you are building
a long term relationship with an expectation of annual
partnerships/donations.

A related note on building corporate alliances can be found under the topic
of 'cause-related marketing.' See http://www.nonprofits.org/npofaq/08/19.html

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