Nonprofit Fundraising 101

Chapter 25 In-Kind Fundraising and Media Sponsorship

“Help thy brother’s boat across, and lo! thine own has reached the shore.”

—Hindu Proverb

Introduction

Whether it’s having a venue or food donated for your upcoming gala, receiving a free billboard or full-page ad in the local newspaper, or securing tablets to distribute to low-income youth to help them do homework, in-kind fundraising and media sponsorships are a great opportunity to build key relationships and gain valuable support from local and national businesses. These alternative forms of support are just as valuable to your organization as cash donations, since spending less money on your operations and events is the same as raising more revenue. In Economics 101, instructors share one of the basics of finance: profit (or net income for nonprofits) equals revenue minus expenses. So as much as this book is focused on raising your top line, let us not forget that minimizing bottom-line costs drives your mission and impact just as much.

Moreover, in-kind fundraising and media sponsorships provide an easier way to engage companies because they don’t require them to open their checkbooks. Businesses are often much more willing to donate products, services, and ad space instead of money. These partnerships work well for everyone: businesses gain an opportunity to align their brand with a cause and organization, creating goodwill among existing customers, and potentially reaching new consumers, while your nonprofit obtains ...