What is the best way to approach small businesses to donate to a non-profit?

Question

I am working for a non-profit organization, 25:40, that supports children affected by HIV/AIDS in South Africa. They are a great organization, and have asked me to research how to best raise more money. Specifically, they are trying to bring a gospel choir from the town, Hamburg, on the Eastern Cape, that they support to perform in the U.S. for their annual World AIDS Day concert. We thought it would be smart to ask local businesses for donations to bring these people over here, and they can advertise themselves at the performances. However, we are not sure what type of businesses to approach (we are located in the Washington, D.C. area), or even what the best way to do this is. Any thoughts or suggestions would be great! Thanks!

more information on 25:40 at www.2540.org

Answer 1

You need a letter.  It needs to be on the letterhead of your organization.  It needs to be addressed to that particular store.

It should be hand carried.  Go to the store and ask for the store manager.

The store will be much more likely to donate a product to you rather than cash.  So you might want to be thinking of having an auction at a fund raising event.

The letter should follow a formula.  

WHO YOU ARE: (I'm John Doe with So and So Organization, that supports Gizmos)

WHAT YOU WANT: (We are in need of either cash donations, or items suitable for raffle)

WHAT YOU PLAN TO DO WITH IT: (We will send choirs to the AIDS Day Concert)

Finish with:  Your Contribution is tax deductible to the extent of the law, and we greatly appreciate your consideration.

Be as brief as possible.  Good Luck to you!

For your added question.  You asked initially about SMALL businesses.  They generally donate products or gift certificates.  Your local sporting goods store may donate a fishing rod for example.  Maybe small appliance store donates a tv, a restaurant donates a certificate for dinner for 2.  You get 30-40 gifts and hold an auction.

Most large corporations may have some cash to donate, but they are extremely particular who they donate it to.  They expect to see their name on all your brochure as "in kind" advertising and they go with the large, established, commonly recognized charities, rather than one they have never heard of.

In other words, if you have to take a page to tell them who you are, you are not likely to get cash from a large corp.

If you are planning to mail out something that contains 2 or 3 pages.  You will fail.  No one is going to give the time to read it.  Put everything on one page and "If you have any questions, please contact me at blah blah blah.

Answer 2

Best way to approach small buisinesses is be direct and too the point since in most cases you will be talking to decision maker and they are usually busy.