Not unlike two for-profit companies developing a strategic alliance, non-profits and for-profit corporations are working together. Pursuing corporate sponsors can be a worthwhile endeavor — studies put corporate giving at $10 billion annually.

Corporations provide money through foundations or directly through giving programs, and your goal is to build a relationship that will provide ongoing support. They usually focus on a specific problem or area of concern such as improving elementary education.

In many instances, a major corporation will set up a specific program and then work with nonprofit organizations, schools, or charities. For example, the CVS Caremark Charitable Trust funds programs that benefit diverse populations where CVS stores are located. It provides grant applications online during a specific window of time, and interested parties can learn about the process by visiting the corporate website (www.cvscaremark.com).

Another example comes from Kraft Foods, which has taken significant steps to combat the serious problem of obesity. Its Eat to Live Better program in Mexico City teaches educators about healthy eating habits, physical activity, and proper hygiene. These educators, in turn, teach that same message to low-income families through a network of community centers. The companies find nonprofits that are working on the issue on which they have decided to support, making their communities healthier.

Trade and Professional Associations

Consider developing relationships with trade and professional associations. For example, the Association of Home Appliance Manufacturers (AHAM), a trade association in Washington, D.C., launched a program called Home Sweet Home, in which it donated thousands of dollars in kitchen appliances and other items in 2007 to families in New Orleans whose homes had been greatly damaged during Hurricane Katrina. In donating items, AHAM partnered with Gifts In Kind International and the United Way of the Greater New Orleans Area to encourage its members to give back to communities in need. The program was mentioned in numerous industry magazines and was highlighted on the Gifts In Kind website, which also posted a video of the donation program. The Gifts In Kind website also includes content in which companies can learn how to launch similar programs.

Trade and professional associations look for publicity and can provide your organization with a rich network of contacts including professionals in various businesses. When partnering with associations, let their contacts know how they can become more active in supporting your cause.