3 "Instant Product" Ideas for Non-Profits

Many non-profits these days are coming up with a variety of ways to get more corporate sponsorship. Corporate sponsorship is very important because your organization will be associated with all of the marketing that company does. It’s like being fly that travels hundreds of miles simply by hanging onto the tail of a horse.

Whenever your corporate sponsor publishes a press release, people go to their web-site and eventually see your non-profit mentioned. The visitor then asks “Hey, what do these guys do?” Even before your web-site pops up, they already have several positive assumptions about your NPO (you have money, you are established and you play with the big boys).

Now, one of the most powerful ways that NPOs can acquire corporate sponsors is to create “products” they will buy. Buying and selling stuff is their language, so they’ll usually be receptive. Also, introducing a product or solution to them will differentiate you from all of the other NPOs who are just asking for money.

With that… I give you the three “Instant Product” ideas:

Payroll Giving: This works exactly like a 401K plan, only the non-profits get all of the money. Most payroll vendors can set up the option for employees along with an employer match of up to 2%. Each employee is then able to choose a regular deduction from their paycheck that is the disbursed to your NPO. These gifts are tax-deductible for the employee and employer. The business value for the company is the ability to offer a “good feeling” benefit to all employees with very little up-front cost. It also differentiates the company in a powerful way to prospective employees.

Community Giving Day: This enables employees one day off a year to work for your non-profit. Again, no up front cost to the employer. In exchange for 8 hours of work-time, the employer receives 1920 hours of work from an employee who feels good about the company.

Corporate Sponsor Banners: These banners are displayed on your NPO’s web-site or attached to e-mail marketing e-mails. You could have banners for each sponsor or a “ticker-symbol” banner displaying all or your corporate sponsors. Folks in the marketing department at these companies will instantly recognize the value to their brand through this type of sponsorship. Branding issues prevent NPO’s from displaying large amounts of banners, so creativity is key. Carefully consider how the banners be positioned as being informative and giving rather than be advertisement.

Two more things to keep in mind:

Most corporation folks are always thinking “What’s in it for me?” You have to think creatively, and from this perspective, to come up with effective NPO products.
Create full-color professional “leave-behind” brochures for these products. By doing so, you will be speaking the “corporate” language and be able to have more impact. These brochures must have a strong “product brand” for each idea so that potential clients will be able to pick and choose which product they want to “buy”. If you present some vague idea, it won’t go too far, and you’ll lose the sale.

Lastly, pick potential corporate sponsors that are related to your non-profit. For example, a non-profit music school would target all of the music stores, music venues and ticket vendors. These companies are also hearing recommendations to do that same when looking for the right NPO. “It can be a good idea to affiliate with a like-minded charity,” suggests Megan Pacey, a director at the Institute of Fundraising.

What products can your NPO create now?