Nonprofits Are Messy Podcast

Ep 256: What are Corporate Sponsors Really Looking for From Nonprofits? (with Mariah Monique)

by Glennda Testone

Some sponsorship conversations turn into long-term partnerships. Others quietly disappear after the first meeting. What’s the difference?

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As nonprofit leaders, it’s not uncommon for us to spend months slowly and deliberately building a meaningful relationship with a major donor.

But when it comes to approaching corporate sponsors? We often show up with a pre-made package and immediately start talking about our needs.

Imagine treating a first date that way!

Here’s what I need from you…

Where I see us going…

What the future will look like…

Not exactly ripe for romance, is it?

And yet, so many nonprofit leaders have been taught to approach sponsorships this way. 

And yet, so many nonprofit leaders have been taught to approach sponsorships this way.

Glennda Testone, CEO of Nonprofit Leadership Lab, and Mariah Monique, Founder and CEO of The Sponsorship Catalyst, challenge some of the most common assumptions nonprofits make about sponsorships and offer a different way to think about building corporate partnerships.

TUNE IN TO LEARN:

  • Why leading with your sponsorship package may be hurting your chances. Glennda and Mariah explore why sustainable corporate partnerships are much more relationship-driven than one-time financial transactions.

  • How to stop sounding like every other sponsorship request in a sponsor’s inbox. Discover what helps nonprofits stand out even when companies are being approached by worthy organizations every day.

  • Why the strongest sponsorships feel less transactional and more collaborative.  Learn how to shift from “What can they give us?” to “What can we build together?” changes the entire conversation.

KEY QUOTES:

  • “It just makes the relationship better when both sides meet in that middle, nonprofits leaving with value, then corporation leaning into true partnership versus kind of like these transactions.” – Mariah Monique

  • “[S]ponsorships are not about transactions. They truly are about transformation. I do think that when they’re done right on both sides, it can really be a beautiful thing that can blossom into a really good relationship and partnership long term.” – Mariah Monique

  • “And don’t give up. When you find those partners where you’re like, oh, this was meant to be. We’re meant to be together. We could do so many things together. And this is wonderful. It’s benefiting us. Like, that is just a magical thing.” – Glennda Testone

ABOUT GUEST:

Mariah Monique, MPH is the Founder and CEO of The Sponsorship Catalyst, where she and her team help nonprofit organizations position themselves to secure event sponsors through her online course, team training, and 1:1 consulting services. Mariah is a Sponsorship Strategy Educator and Consultant, sponsorship seeker, and a funder, so she has a tri-fold perspective to teaching nonprofit organizations how to secure purpose-driven aligned sponsors. Additionally, she has reviewed and evaluated hundreds of sponsorship packages and pitches, distributed $7M to nonprofit organizations, built brand activations and has helped dozens of organizations secure nearly $1M since 2021. She knows what sponsors want and how to help you have a competitive advantage.

RESOURCES:

Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Sponsorship

Donor Perfect

Sponsored By DonorPerfect

DonorPerfect provides nonprofits with powerful fundraising tools to drive success. Built on a foundation of integrity and innovation, the company prioritizes its clients over investors, cultivating a culture of collaboration, continuous improvement, and a commitment to making a difference. 

Check out their resource(s) below.

  • The Nonprofit Leadership Workbook for Women
    Less than half of nonprofits have women in senior leadership, so we called on established women in the nonprofit space to share their wisdom. For actionable career advice and exercises, download your free Nonprofit Leadership Workbook for Women.