How do I ask companies to sponsor my non-profit?

Find companies with a link to your cause, make a concrete offer showing what they get back, ask for a meeting and follow up. Here is how to ask for sponsorship.

To ask companies to sponsor your non-profit, first find companies with a real link to your cause or neighbourhood, then make a concrete proposal showing what they get back, ask for a conversation rather than money straight away, and follow up politely. Sponsorship is an exchange, not charity.

Sponsorship, donation or partnership?

These are three different things. With a donation the company gets nothing back. With sponsorship there is a return, such as visibility. A partnership goes deeper: a joint project, employees who help, products or expertise. Tax and accounting treatment differs by country and situation, so talk to your accountant before you promise anything or issue an invoice.

In Belgium, a company can deduct a cash gift to a recognised institution from €40 per year per institution, up to 5% of taxable profit and a maximum of €500,000, according to Donorinfo. Sponsorship linked to advertising is 100% deductible according to Cultuurloket; for benefits in kind, such as free entry, it is 50%.

Step 1: List the right companies

Start close to home. Which businesses are in your town or region? Which supply products or services that fit your cause? Where do your volunteers, board members or donors work? A personal link opens doors a cold email never will. Also look at what companies already say publicly about social responsibility, so you know what fits them.

Step 2: Work out what the company gets

A company sponsors for reasons that matter to it: local visibility, happy employees, a story for customers. Think of a logo on a poster or website, a mention at an event, a team day for staff or a joint post. Be realistic about what you can deliver and never promise what you cannot.

Step 3: Write a short, clear proposal

Who are you? Two sentences on your cause and results.
What are you asking for? Money, goods or time, with a precise purpose.
What do they get back? Offer two or three packages (for example small, medium, large).
What is the timing? Date of the event or project and the decision deadline.

One page is enough. People who decide on sponsorship have little time.

Step 4: Ask for a conversation, not a cheque

Call or email the right person (the owner, a marketing manager or whoever handles community engagement) and ask for a short twenty-minute chat. Listen to what the company is looking for. Much sponsorship happens because you adjust your offer to their need.

Step 5: Follow up and keep the relationship warm

Send a short email after the chat. Follow up a week later. If the company says yes, thank them immediately, do what you promised and send a simple report afterwards with photos and results. A happy sponsor gives again next year and talks to their network. If it is a no, thank them anyway and ask whether you may get back in touch later.

Common mistakes

Sending one standard email to a hundred companies.
Talking only about your need instead of what the sponsor gains.
Not putting terms on paper, such as amount, returns and duration.
Forgetting to thank or to report back.

A short checklist for your first meeting

Have I read what this company does and what it says publicly about social responsibility?
Do I know exactly what I am asking for, and for what?
Do I have two or three packages with realistic returns?
Do I have an example of a past collaboration, a photo or a short reference?
Do I know what I will do if the answer is no?

With those five answers you sound prepared and trustworthy, which is often decisive for a first yes.

In WeGlow

WeGlow offers event pages with ticket sales, live totals and fundraising, so you can show a sponsor where their contribution goes and how many people you reach. A clear event page is a strong part of your proposal. WeGlow does not manage sponsor agreements for you: you handle those with your board.

How much should I ask for?

Work out what your project costs, decide which part a sponsor can carry and offer packages, for example small, medium and large. That lets the company choose a level. Put the amount, purpose and timing in your one-page proposal.

Do I need a contract?

Yes, a short written agreement with amount, returns and duration avoids misunderstandings. Cultuurloket recommends a sponsorship agreement that clearly shows the advertising. Have a lawyer or accountant read it if you can.

What if nobody replies?

Phone them, ask for a warm introduction through someone in your network and try fewer companies, chosen better. Follow up a week after your first message. Thank them even for a no and ask whether you may get back in touch later.

Can a company deduct a gift or sponsorship?

In Belgium a company can deduct a cash gift to a recognised institution from €40 per year, up to 5% of taxable profit and a maximum of €500,000, according to Donorinfo. Sponsorship with advertising is 100% deductible according to Cultuurloket. This is not tax advice: ask your accountant.

Sources

Chartered Institute of Fundraising: fundraising guidance and codes, including corporate fundraising.
Stanford Social Innovation Review: articles on business and non-profit collaboration.
Vlaanderen.be: general information for associations in Flanders.
Donorinfo: conditions for tax deduction of company gifts in Belgium: €40, 5% of profit, €500,000.
Cultuurloket: tax impact of gifts and sponsorship: 100% or 50% deductible, sponsorship agreement.
WeGlow features: checked in the WeGlow code on 2 October 2026.