What can you offer
corporate benefactors?
Recognition! Often corporate philanthropy
is coordinated by the marketing department. They
want to generate goodwill for the company while
doing good works.
- Look for opportunities to thank them publicly
including press releases and brochures.
- Invite their representatives to your events.
- See if someone from the firm will join your board.
- Recognize them on your website and link to the
company.
- Consider putting the company logo on your hats
or T-shirts.
- Ask whether the company would host an event,
for example in their lobby or boardroom, to showcase
their support to the media, other funders and community
leaders.
Many companies
appreciate public recognition. “We
offer more visibility than most projects,” acknowledges
Marsha Charney, executive director of Students Run
L.A (SRLA). “In 2006 more than 2,200 middle
and high school students ran the Los Angeles Marathon
wearing hats with the logo of one of our corporate
sponsors.”
Charney continues, “It is very important not
to take corporate support for granted.” Companies
may give multi-year grants or streamline the request
to renew their support, but it is still important
to nurture the relationship. “Contributions
may be small at first. We ask what we can do better
to increase their donations.
“I have found stronger corporate sponsors
where we develop a champion at the company,” she
adds. Try to engage company leaders by inviting them
to events, keeping them informed of your successes,
and introducing them to clients with stories of how
the project has helped them. Charney asked the vice
president of one company to sit on SRLA's board of
directors. “His advice has been invaluable
in many areas,” she says.
Businesses may add to their philanthropy by offering
in-kind services such as printing and photography.
At one company the associates voted Students Run
L.A. their “charity
of choice.” Their annual employee fundraiser
has contributed thousands of dollars to the SRLA
program, over and above the corporate donation. “I
feel extremely fortunate with the corporate support
we’ve received over the years,” Charney
remarks.
Many grantmakers enjoy funding SRLA because the
success is so evident. They can see at-risk teens
jogging in the neighborhood instead of hanging out
on corners and learn the stories of students applying
their newfound self-discipline to bring up their
grades and stay in school. Ultimately, funders can
join the cheering crowds as these young marathoners
cross the finish line.
The California Wellness Foundation nominated Students
Run L.A. for their 1998 LFP matching grant.
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