Picture this: your nonprofit just hosted an engaging hybrid auction with the help of a corporate partner. You met your fundraising goals, your donors had an amazing time, and your corporate partner got great visibility and a much-needed boost in their philanthropic reputation. 

However, once your event concludes, you realize that you could benefit from retaining your corporate partner’s support for future events and campaigns. But how can you get them to stick around for an evergreen partnership? 

In today’s socially-conscious age, businesses want to support charities and their missions. However, there are plenty of worthy causes for them to choose from! This is why it’s so important to keep a sponsor’s attention, even after your silent auction, run/walk/ride, or other event concludes. 

In this article, we’ll cover the top strategies to retain your nonprofit’s corporate partner and earn much-needed support for your organization year-round. 

Create an open line of communication 

Whether you’re managing your volunteers or stewarding donors, one core strategy stands out that makes any partnership a success: good communication. Communicating with your corporate partner shows that you’re invested in your mutual success and want to create the best outcome possible on both ends. 

Decide with your corporate partner who the designated point people from each of your teams will be as well as the method of communication you’ll use, such as email, phone calls, or a messaging app. Then, determine how often you’ll check in with one another. After all, your corporate partner will want to know how their dollars went to good use during the event! 

Once the event has wrapped up, update your corporate partner on the following: 

• Event metrics, including how much was raised and how many people were in attendance. Explain how their support made an impact and how you’ll use the donations raised to power change in your community. 
• Relevant marketing metrics for your corporate sponsor, such as how many people viewed and engaged with a social media post on your account that shouted out your partner or how many views your event landing page received, which features your sponsor’s logo and an overview of their services. The OneCause guide to nonprofit marketing plans also recommends using these metrics to determine gaps in your current marketing approach and identify ways to hone your strategy to benefit your nonprofit and its corporate partner. 
• Any challenges or needs your nonprofit still faces and could benefit from their support. 

Telling your corporate partner about your event metrics is important for two main reasons: being transparent helps build trust between your organization and theirs and it can incentivize them to support more events in the future. If you had a large turnout with lots of donations, this could be partially due to their support as a sponsor. They will be happy to know their efforts have succeeded in making a lasting impact for your cause. 

Develop an appreciation plan 

Just as you would show your staff and volunteers appreciation after an event, it’s also important to show your corporate sponsor that you truly value their contributions. To build lasting relationships, having a plan of what you can offer them in return for their support makes approaching a sponsorship with long-term intentions easy. 

Double the Donation’s guide to corporate sponsorships outlines the following recognition strategies: 

• Shout-out your corporate partner throughout your event to boost their visibility. 
• Send a thank-you letter after the event to show your appreciation for their support. 
• Spotlight your corporate partner on social media, your email newsletter, and your website. 

To go one step further, you can offer your corporate sponsor gifts to show how thankful you are for them. This could include free merchandise or gift baskets. Consider incorporating your cause into your gifts, too. For example, if your organization works with children, have the children that you work with create personalized thank-you notes or pictures. Even a small gesture like this one can make a huge difference! 

Create a long-term partnership proposal 

Once your corporate partner has seen how much of an impact their support has had on your mission (and how they’ve benefited in return), they’ll be more inclined to consider a long-term partnership. Putting this pitch into a clear document can help you organize exactly what you’re seeking and help your partner determine whether they have the means to support you. 

In this proposal, include the following key elements: 

• The type of support you’re seeking, such as direct financial support, volunteer help coupled with volunteer grants, or in-kind donations. 
• The events and programs you’ll need assistance with, such as technology for your upcoming online fundraising campaign or volunteer support for your new renovation project. 
• The ways your nonprofit will support your corporate partner’s goals, such as by including their logo and company name in your marketing materials. 

Within each proposal, be as specific as possible about your needs. Corporations appreciate transparency, and supporting your organization is easier if they know exactly what kind of assistance you need. 

Offer exclusive benefits 

Your corporate partner might be looking for an even greater incentive to lock down a long-term partnership, so why not offer some extra perks? For example, you might: 

• Offer your corporate sponsor’s employees discounted tickets to your events. 
• Host workshops for their employees that will contribute to their professional development. 
• Create networking opportunities between your nonprofit’s board and your sponsor’s employees. 

By including extra perks, you can increase a local business’s interest in your nonprofit and get them more involved in your cause. Their employees could even turn into potential donors or volunteers! 

Additionally, make sure to offer your corporate sponsor plenty of marketing benefits outside of just events. For example, consider featuring them on an “Our Sponsors” page on your website for year-round visibility. Along with your website, there are plenty of marketing platforms you can use to get the word out about your sponsor, including email, direct mail, and social media. 

Your relationship with your corporate partner shouldn’t just be one-sided! By staying in close contact with your partner’s team and showing the value of your relationship, you can secure their support over the long term. Make sure to pay attention to your corporate sponsor’s goals and come up with ways you can better help them meet these objectives. They’ll be sure to return the favor!