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Naturally it is easier if you have some connection in common, but we’ve made successful agreements with many business owners with whom the group had NO connection at all other than we lived in the same town. So let’s assume you DON’T have any human connection to act as a bridge between your group and the business.
Next, think about whether you might have something else in common? Like a product or service, a need or a cause? Here are some examples so you know where I’m headed with this. Do both you and this business have hobbies or interests in common? (antique cars, working with the elderly, live in the same neighborhood, are supporters of marathons, support a particular charity?) Often the biggest part of securing a relationship with a business owner is finding that ONE thing you have in common so take a few weeks, if necessary, and really scour every possibility. Now - worst case scenario - let’s assume you don’t know anyone and you can’t think of any hobbies, etc. in common.
Then think about your WHY and that might give you some ideas? WHY do you think they’d be a good partner with your organization? There must be something that led you to that particular establishment. Once you know what it is, THAT is your key! For instance, let’s say your group is very family-oriented. Make a list of all businesses in town that are also
‘family-oriented’.
Get a tablet and just start brainstorming. Here are some ideas: child care centers, children’s consignment shops, clothing stores, medical clinics, pediatricians, dentists, drycleaners, furniture stores, etc. I suggest getting a phone book, a cold drink and your tablet and go ‘park your keister’ for a few hours and slowly go through each business name in the phone book. Make a note of every business that you think has lots of families for customers. So now that you have this LONG list of specific businesses that cater to families, THAT may be your key if your organization is very family-oriented.
Next, you need to realize that nearly every business owner will agree to help you, to some extent or another, if you can show him/her how the partnership will BENEFIT them? More business, free advertising, tax deduction, etc.
Then begin to outline a casual presentation, introducing your group, explain what you both have in common, what you need, how they can help and how YOUR GROUP can help them in return. That’s the key! Oh yes, one more thing - be sure that whatever you ask for is reasonable and appropriate for the size and success of the business you are soliciting. For example, if you are asking for a business to help buy your cheerleaders all new uniforms (big bucks!!), make sure you are targeting a large enough business to afford it. Don’t approach the corner mom-and-pop fruit stand that only works a few months out of the year. See what I mean?
Don’t forget, you can also ask businesses to team up TOGETHER to help you reach your target goal. Ask two, three or even four businesses, if necessary, depending on how big financially your request is. Be considerate of who you ask to team up. Don't ask a church to partner with a liquor store. Make sure each business is not only compatible but complimentary is even better, because they'll continue to make business off each other down the road. Partners such as a pediatrician's office and a children's clothing store, or a pet store with a doggie day care or grooming business, see?
Finally, make sure what you promise them, in exchange for their help, has a super-big WOW factor for their business! Let’s say you get Business #1 to donate new uniforms and Business #2 to donate new cleats or gloves for the team. Then think about asking Business #3 if you could hang a large 'Thank You' banner on the side of their building, on the wall that faces the largest intersection on main street. Be sure to include all THREE businesses in the Thank You. Believe me, all three businesses will get tons of comments and probably some new customers when others around town see that giant banner!
There are lots of other ways to partner with businesses, but I hope this is enough to get you started. Don’t forget - make sure what you are asking for is fair to the size of the business - and - what you promise them in return has a WOW punch to it!
Keep me posted and I’m wishing you Ultimate Fundraising Success,
Sherie Smith
Fundraising Designer
http://fundraisingsuccessjournal.blogspot.com
http://fundraisingdesigner.tumblr.com
http://3hourstofundraisingsuccess.com
PS - If you haven't signed up for my FREE fundraising minicourse, I urge you to do that. You'll find tons of suggestions on partnering with businesses in the course.