The opportunity for non-profits or schools to build relationships with companies is better than ever.  Companies of all sizes and types need non-profits to achieve their marketing and employee engagement goals.  Especially relevant to companies are peer to peer fundraising campaigns, because this type of fundraising supports their marketing and employee engagement goals simultaneously.

Part one of our four part blog series focuses on understanding company goals. In part two we review how to approach companies. In part three we review the opportunities a company partnership affords beyond sponsorship. Finally in part four we review how to build a plan to create and maintain a relationship with a company.

Company Goals

One of the most noteworthy workplace trends that benefits non-profits and schools is employees’ desire for purpose.  Successful companies know achieving employee engagement and marketing goals are equally important.  Therefore understanding each type of goal helps a nonprofit build stronger relationships with companies.

Marketing Goals

Companies have two broad marketing goals: consideration and conversion. So to achieve either goal they implement marketing tactics.  As an example, to achieve consideration all companies need to create awareness and relevancy with a target group of customers or consumers.  In addition for conversion companies use sampling and promotion tactics.  To learn more about consideration and conversion tactics use Google search. There are plenty of articles to help you understand which tactics work best for any type of or size company.

Use your research to complement and support asking the company about their goals. Your research will make it easier for you to create ideas that are good for their business.   Inform a potential partner what aspects of your campaign or event will best support a company’s goals.

As a reminder companies aren’t looking to sponsor events; they’re looking for marketing opportunities.  Whether public relations, sampling or selling to consumers, each tactic is marketing.  Companies’ need measurable opportunities to market their services or products.  First of all communicate how you’ll advertise the company’s product or service and how many consumers you touch.  In addition communicate how aligning with your organization positions the company as a good community citizen.

Employee Engagement

One of the best employee trends that benefits nonprofits is people’s desire for purpose in the workplace.  Employees want the companies they work for to be socially conscious and community engaged.  Because employees dedicate 50+ hours a week to their employer, they expect more than salary and benefits.  When an employer makes it easier for employees to feel connected to their communities, the employee feels a greater engagement in the workplace.  Increased engagement creates happier employees and greater levels of productivity for the company.

Human resources and company leaders don’t want to create organic opportunities to increase employee engagement.  Companies are looking for easy to fit, minimal effort to implement and gain maximum engagement opportunities.  Be sure to understand companies’ employee engagement goals in addition to their marketing goals.


Companies do not partner with you out of the goodness of their heart.  They’re sponsoring you because they want a marketing or employee engagement opportunity.  An investment in your organization deserves a return on the company’s investment.

Therefore, ask yourself: How can we help the company get a return on investment with an aspect of our campaign?  Your campaign can provide companies with great marketing and employee engagement opportunities.  And those opportunities are worth a significant investment by companies.  Offer companies a sponsorship plan that is a clear winner for all parties involved.

Create your plan and practice. Talk with potential partners.  Your first few conversations may be uncomfortable or awkward.  Over time you will become a seasoned pro.  Most noteworthy you and your organization will earn respect from each company you engage.

At Blue Sky Collaborative our goal is to help you maximize the benefits of online peer-to-peer fundraising to achieve your mission.  To learn more about our SWEET! platform and how we can help, visit our website or call us at (p) 800-330-4109 ext. 803.



  1. SWEET! software promotes our client’s brand and vision.
  2. We craft to the needs of the client, because you are unique.
  3. We collaborate to foster an organization’s success.
  4. We do not charge transaction fees on the dollars you and your fundraisers earn.
  5. We do not handle our clients’ money.
  6. Technology user friendliness is essential to fundraising success.

Blue Sky Collaborative is a peer to peer fundraising software developer and design services firm.  Our SWEET! online peer to peer fundraising platform is ideal for any company, non-profit or school, large or small, that holds participant or pledge events:  CSR, walk-a-thons, golf-a-thons, run-a-thons, any-a-thons.  The company was founded in 2002.  

At present thousands of people use Blue Sky Collaborative’s software to support events and campaigns of all types.  Several hundred companies, non-profits and schools, in multiple languages, use Blue Sky Collaborative’s peer to peer fundraising software to raise tens of millions of dollars.

To learn more about how we can help, visit our website or call us at (p) 800-330-4109 ext. 803.

Blue Sky Collaborative has offices in Boston, MA and Southwestern CT.  

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