Corporate sponsorship decks for nonprofits.

1. 1

   Is a sponsorship the same as a corporate donation?

   Not usually. Sponsorship often comes from a marketing or brand budget and expects recognition. A donation often comes from a giving program or company foundation and expects outcomes. Find out which team you are writing to, then lead with what that team is measured on.

2. 2

   What recognition can we offer a sponsor?

   Federal tax guidance treats a sponsor's name, logo and a neutral description as acknowledgment. Comparative claims, prices, endorsements and calls to buy are treated as advertising, which can be taxed differently. Ask your adviser where your line is, and we write the recognition slide to match.

3. 3

   How do we offer employee involvement?

   Be specific. Name the volunteer activity, the team size you can host, the dates and what employees will do. A company can plan around a defined day; it cannot plan around an open invitation.

4. 4

   Can we propose a cause marketing partnership?

   Yes. In these arrangements a company gives part of its sales of a product to your organization. Some states regulate them, so your counsel should review the terms. The deck can describe the idea and how customers would see it.

5. 5

   Should we mention matching gifts?

   Yes, briefly. If the company runs a matching gift or volunteer grant program, a slide on how its employees' giving and time could be matched shows you know how its programs work.

6. 6

   What will the sponsor receive after the partnership?

   State it in the deck: a fulfillment report with each benefit delivered, photographs, and the program results the money supported. A sponsor's contact often has to justify renewal internally, and that report is what they will forward.

7. 7

   Can we use the company's logo in the deck we send them?

   On a tailored cover, a mockup of recognition is common. For anything published, you need the company's approval and its brand rules. The deck should say that all logo use will follow their guidelines.

8. 8

   Should we offer a multi-year sponsorship?

   If your program runs for several years, yes. Show what each year funds and what the sponsor would be credited with each year. It gives the company's team a longer story to tell and gives you planning room.

Glossary

Terms used in a corporate sponsorship deck

Qualified sponsorship payment

A tax term for a business payment where the sponsor receives no substantial benefit other than acknowledgment of its name or logo.

Cause marketing

A partnership where a company gives part of its sales of a product to a nonprofit, often promoted to its customers.

Commercial co-venturer

A business that advertises that buying its product will benefit a charity. Some states require registration for these arrangements.

Matching gift

A company program that matches donations its employees make to eligible nonprofits.

Volunteer grant

A company grant to a nonprofit in recognition of hours its employees have volunteered there.

Fulfillment report

A report showing each promised benefit, whether it was delivered and proof, sent at the end of a sponsorship.

Packages

Four packages, fixed prices.