Every CEO in the sector is looking for the perfect corporate partner. Abby Clemence argues that a targeted approach is the only one worth pursuing. 

Not-for-profit (NFP) professionals are challenged in many ways – time poor, limited resources, budget restrictions – the list goes on. Often when it comes to seeking and engaging with the ideal corporate partner, the key priority is to make contact with the largest number of potential partners possible, at the expense of the quality of each connection.

Increasingly the feedback from corporates is that generic proposals make it no further than the bin.  As a NFP, you are competing with 600,000 other organisations seeking corporate investment. Spoilt for choice, corporates have a variety of NFPs to choose from. Speaking with a corporate prior to sending your proposal will put you at the forefront of their minds and place you ahead of others that have not taken the extra step. Being genuinely interested in what a corporate is hoping to achieve through a partnership and asking what it is that they want is a must – no exceptions. After the initial conversation, some companies will be happy to receive a standard proposal so they can see who you are and what you offer. Others have specific requirements that the partnership must fulfil from the beginning – this provides an opportunity to meet with them and understand what they’re trying to achieve, and also to tailor your offer. 

By making the initial call you are not only increasing the chance of your proposal being read, but you’re also identifying:

• When is the best time to send proposal – 43 per cent of budgets are organised from September-November
• Who the best person is to speak with
• Whether they are interested in a partnership with your organisation or event
• What their budget is and what to charge
• The future direction of their company/product range
• What they are hoping to achieve and what their objectives are
• If they want a soft introduction into a new market
• How they hope the relationship will influence purchasing behaviour
• How they value the credibility that a partnership offers
• The ‘perceived’ endorsement a partnership with you provides.

The next time you’re looking for a partnership think quality, not quantity – generic proposals won’t get you anywhere. Do your homework – take the time and effort to know your target partner, and engage with them.