Making an approach to a business

When you're approaching a business to suggest they enter into a partnership with your group, it's important to remember their needs as well as your own.

You can assume that they know you can use the money or support. What you need to demonstrate in any proposal is how the target company is going to benefit.

Put together a targeted, written approach (you can't use the same one for every business you approach; that's just not going to work) that demonstrates:

How highly regarded your organisation is: You need to sell your image, so the business knows they will be connected with a group that's held in high regard. Include some corroboration of your public profile - news stories, awards, testimonials, etc.
How well your image fits their image: Find out where your interests and images intersect and make the connection well-known.
How reliable you are: These days it's almost as important to prove that your organisation is efficient as it is to prove that your cause is worthy and your work is good. Many organisations are good, but few are professional.
What you're going to give them: Think over all the things that you might possibly offer. These could include:
- Inclusion of their material to your mailings to your contact list (and thus access to a new customer base)
- Sales of their product at your functions
- Display of their logo during media appearances
- Display of their logo in your ads and marketing materials
- Naming rights to the event/building/organisation
- Signage
- Expert advice from your staff/volunteers/leaders
- Endorsements and testimonials
- Lobbying for their causes in (for example) parliamentary committees
- Access to new audiences for their product.

The more solid you're able to be about numbers, audiences, exposure, and results the better.

What can you say about the sales impact of the potential partnership? What can you say about the non-financial benefits (happier staff, a better standing in the community, greater community links, etc.) that will eventually translate into more earnings?

Write a submission and post it off. Then set up a meeting to take them through the submission.

Call in a week later with some more material, so you can check on progress (without pressure). Follow up any hint of an inquiry with a full-on response. Show them you're very, very willing.

If they eventually refuse, thank them for their consideration and ask them for a debriefing so you can do better next time.

Our Community Pty Ltd www.ourcommunity.com.au ABN 24 094 608 705
National Headquarters: 51 Stanley St, West Melbourne Victoria 3003 Australia
(PO Box 354 North Melbourne 3051 Victoria)
Telephone (03) 9320 6800 Fax (03) 9326 6859 Email service@ourcommunity.com.au

More than Money: How to get money, resources and skills from Australian businesses - Only $36

Scoping possible partnership targets | Approaching a business | Working with your new partner | Evaluating the results of your partnership

Further Information »