The best way for a non-profit to approach a corporation blindly is to think like one. Research is the first step. After creating a target list, the person responsible at the non-profit should visit each institution’s website and get a sense of their corporate giving policy. If there is something specific that aligns with their mission, they should take note. It may be challenging, but try to find a specific decision maker to address. Often branch or store managers have a smaller budget and are authorized to allocate it as they wish up to a certain dollar amount without further approval. If possible, the cover letter should be customized to the company. Often times these will be sent to marketing and PR departments. These people are very critical and will appreciate the extra time and effort. They will be more likely to perceive the non-profit as a reputable and well-run organization.

All of the questions that a corporation would need answered before it made a commitment should be answered in the initial contact. If there are any questions in the decision maker’s mind, they might not take the time to contact the non-profit. If the donation is for a sponsorship or event, then send a package of information including all of the information about the event, how many people will be reached and what is in it for the company. Although corporations give for many reasons, image and recognition are among the top. If the request is for a general donation, then include information on how the company’s mission aligns with theirs as well as specific goals, accomplishments, and timelines for upcoming projects. All requests should include general information about the non-profit, financial information or an annual report, a mission statement, and current sponsor list.

Name recognition is also important. Even if a request is denied or ignored, keep in touch with the corporation. Send the correspondence, let them know how the event went and keep the nonp-profit’s name on their mind. Another way to increase recognition among this audience is to use publications like the local business journal. Advertising in a business journal is very expensive, but they have many other opportunities for non-profits. Most have a sections where they publish event photographs. Event photos of the non-profits employees with employees of financial services or law firms should be sent. They are almost always published and at no cost. Business journals also have a section for new hires. Any time the non-profit appoints a new staff member, an announcement should be sent with a photo. Events can also be listed in the event section. Press releases, especially involving corporate donors should also be sent. Repeated mention in this publication will increase the name recognition of the non-profit among the target audience.