If you are looking to attract corporate sponsorship for your charity event, you will need a good understanding of what corporations and businesses are looking for when they seek to offer support to events and organisations. Read on to find out more about some of the things a corporate sponsor may be looking for.

Shared values

When a corporation or business looks to offer sponsorship, they will seek out charities which shared their values so that they can be sure that their sponsorship will have the largest possible impact. When planning to approach a business, you should establish whether the company supports the aims and values of your charity. The more relevant your charity or event is to the company, the greater the chance that they will make an offer of sponsorship.

Staff engagement

If your project or event is something which will help to engage the staff of the corporation which is offering sponsorship, you will have a much better chance of winning sponsorship. The best way to do this is to attempt to engage their employees before you approach the company with your sponsorship request. One way of engaging employees is to invite them to volunteer with your charity or to take part in an open day so they can learn about what you do and how they can help.


While corporate organisations traditionally sponsor events, sometimes taking a more creative approach can help you and your charity to get noticed. Companies like creative sponsorship ideas because they are more likely to capture the attention of the public and to raise the profile of the company and your charity. For example, you may wish to offer sponsorship which is tied to a digital campaign or which involves ongoing engagement with local schools.

Ongoing impact

The event or fundraiser which you are planning should have an impact which enhances the authenticity and authority of the sponsor and your charity. Ideally, the sponsorship should lead to an ongoing and sustainable outcome which will offer long-term benefits for your charity, the local community and the corporation. This will be much more attractive than a one-off donation which may have a more limited impact.

If you would like to find out more about corporate sponsorship opportunities for your charity and how best you can access such opportunities, you should contact a company which specialises in this area who will provide further information and advice.