Is it possible to raise money by contacting corporations?

Summary:

Corporations support nonprofits when there is a strong alignment of goals. This item gives advice on how to identify the right corporations to contact.

Someone asked in Nonprofit (see http://www.rain.org/mailman/listinfo/nonprofit):
Does anyone have samples of successful solicitation letters for
corporations – first time/cold calling communication? Would appreciate any ideas. I have a list of 300 corporations/with foundations I wish to solicit. I know the drill on what's needed. I have divided which group gets what type of request, I just seem to be blank on the "creative" side of what to say in the letter to stimulate their interest. They have heard everything.

Jayne Cravens, a long-time contributor to these discussions, answered on August 31, 2003:
Corporations don't fund nonprofits because of a creative letter.
Corporations don't become interested in nonprofits because of a creative letter.

Give up on the idea of sending out letters to 300 corporations with foundations. It will be a waste of postage and resources. Instead of making cold mailing 300 corporations, your time would be much better spent if you found out what kind of relationships your organization *already has* with businesses:

Start by asking your volunteers, including board members, what companies they work for, and if they would be comfortable providing you with information on the company's donation guidelines and employee volunteering policy, or putting you in touch with the person in charge of such at the company, and if they would be comfortable with you using their name when you
do approach the company. Perhaps the employee would even be willing to meet with the corporate giving person at his or her company, sit down face-to-face, and tell the person about his or her volunteering experience at your organization.

As I've mentioned before, I also suggest walking around the block, then walking around a two block radius, and so forth, and writing down the names and addresses of every for-profit business nearby. Then prepare a flyer or letter that specifically introduces those neighborhood companies to your organization. Invite them to visit your web site, invite them to volunteer, and talk about the difference your organization makes. Once you have established relationships with these companies, then think about how best to approach them for sponsorships/donations. You may get a response, "Oh, our corporate office in (insert different city and state) handles all donations." Fine -- when you write that corporate office, mention the local affiliated in your neighborhood.

When you do go for the "big ask", make sure you know exactly what it is that you are asking for. Be able to say, clearly and with assuredness, why the organization or project is worth supporting, and all of the various ways the company could support it (from simply mentioning it to their staff to in-kind-donations to financial donations and everything in between).

Also go with the attitude of "I have an opportunity for you to make a difference" rather than "please, we need money."

For companies that have no local connection to your geographic area but who have foundations, zone in on ONLY those companies who have funded organizations or projects similar to your own, or who have stated a foundation mission that matches what it is you want them to fund *perfectly*. Make sure if and when you approach a company, you TAILOR your information to show very clearly how your organization meets its stated mission regarding its foundation -- meaning, if the foundation funds children's programs, don't send it a proposal to fund a program to help stray animals. Sometimes, I even quote back the foundation's statements, illustrating how our program matches their mission *exactly*.