Corporate Fundraising – How I learned to make the ask

Article written by Cat Moore, Executive Director at The Stables and 2024 Fundraising Fellow.

Just over two years ago, I moved from an international touring theatre company to The Stables – an iconic building-based music and arts organisation. My fundraising experience had previously focused on trusts and foundations, public funding, and a bit of individual giving. But suddenly, I found myself navigating new territory: corporate sponsorship.

Initially, it felt daunting – and a potential minefield of ethical issues that partnerships can bring (see BP and the British Museum). Over time, I realised corporate fundraising isn’t B2B or B2C – it’s just people to people. And it doesn’t have to be epic; every bit of support can make a difference. The key is in having a conversation, discovering shared interests, and connecting through a mutual sense of place and purpose.

I’ve now worked with a local solicitor to sponsor our Christmas family show, partnered with an accountancy firm to sponsor the opening night of our international festival and a bank to support a community project.

Whilst we can look on longingly across the sea to France for their tax incentives that encourage corporate support, it is crucial to remember that there is still a solid value exchange. Businesses gain visibility, brand alignment, positive association and help delivering their Environmental or Social objectives. In return, we can gain vital funding and ideally, repeat support – entering a longer-term relationship that involves money, resources, audiences and much more.

It’s also key to remember that support doesn’t always have to mean money.

Useful in-kind support has included power tools from a local hardware shop for our volunteer gardening crew, photo printing for a gallery exhibition, even snacks and drinks for our festival volunteers. All of this meant we were able to save costs, with budget items we didn’t have to spend ourselves.

Many charities without a building often feel as though corporate support isn’t for them, with concerns that businesses won’t be interested in you unless you have a venue they can sponsor. This is certainly something i’d previously written off, but now I fully believe that corporate support for non-venue-based organisations should be part of your fundraising efforts.

Arts Council England’s Private Investment in Culture Survey Report (with a new one out later this year) highlights the opportunities for organisations of all shapes and sizes. You don’t need a building to offer value. A solid social media presence, clever online content or a dedicated community can be just as powerful. You can offer value without bricks, you just have to ask…

By no means, exhaustive, here’s what I’ve learned so far:

4. Use LinkedIn – Strategically
   LinkedIn can be a powerful tool for research. Look for mutual connections, shared interests, and local ties. Then, try to meet in person. A warm introduction over coffee or at a networking event often works far better than a formal email that can be easier to ignore/ delete/ lose.
5. Tap into Local Networks
   Your local Chamber of Commerce and business networking groups are a goldmine for contacts. These are people who want to build connections – so use that to your advantage. See if there is a best fit in terms of what you might need and make use of any membership directory for a glance of who might be out there. Also look at any local Business Expos, which are a free way to meet some local businesses. What contacts do your board or supporters have?
6. Embrace the Awkward at Networking Events
   There’s value in trying a few events when time allows. I’m no smooth talker, but I can bring passion and a clear understanding of my organisation and its needs, along with a genuine interest in others and what they do. In my experience, organisers are brilliant at making new introductions, so let them help you (and a guest list in advance can help prep). Be open to serendipitous opportunities. You never know who will be in the toilet queue.
7. Know What You Need
   Have a clear list of support you’re seeking, both cash and in-kind. Make it easy for businesses to say yes. At one networking breakfast event, I met a car dealership who couldn’t offer cash, so by pivoting the ask, they are now loaning us vehicles.
8. Follow the Marketing Money
   Who’s active in your area? Who’s sponsoring business awards nights or handing out branded merchandise? These companies have marketing budgets and are looking for visibility. Think creatively about what you can offer them in return.
9. Translate the Art
   Sometimes descriptions of art projects can feel confusing or exclusive. Help potential partners connect with the impact of your work and use clear language on what the project is, and how they might fit in.
10. Play the Long Game
    Relationships take time to build. Not every conversation leads to immediate support – but every interaction helps. I met a lovely hotelier at one event. Five months later when we unexpectedly needed rooms, and thanks to my digital Rolodex, they came through!

Ultimately, corporate fundraising is about relationships – connecting with people in your community who want their businesses to contribute to something meaningful. With a bit of creativity, patience, and a human touch, the ask gets easier and the results can be transformative.

This is not sponsored content, and I would highly recommend joining an ‘Essentials in Corporate Fundraising’ course delivered by Arts Fundraising & Philanthropy – it is a brilliant grounding in all of this, for all types of organisations.

Have you cracked the art of corporate sponsorship? Share your thoughts with us @artsfundraising.