If you’ve ever wondered why companies really give, this conversation offers a different perspective.
I had the chance to sit down with Andy King of Fireside Fundraising recently for a LinkedIn Live, and we got into this conversation, and I think a lot of fundraisers need to hear.
Because here’s the truth:
Most of us are still approaching corporate partnerships from a nonprofit lens.
And companies? They’re making decisions from a business lens.
That gap is where a lot of missed opportunities live.
If you want to watch the full conversation, I’ve linked the replay here.
Here is the full report we are discussing – a must read!
Why companies really give
(and What Fundraisers Often Miss)
One of the most important takeaways from this conversation is this:
Companies don’t give for the same reasons individuals do.
Yes, they care about your cause.
Yes, they want to make an impact.
But that’s not the full picture.
They also have internal priorities, stakeholders, and business goals to meet. And when we ignore that, we end up creating offers that feel good to us… but don’t quite land for them.
This is something I talk about often. It’s not enough to say “our work matters.” It does, but companies are also asking: how does this connect to what we’re trying to achieve?
What actually drives companies to give
Andy’s research, Why Companies Give in Their Own Words, really reinforced something I’ve seen over and over again in practice and that our BridgeRaise models reinforce.
There are a few consistent drivers of partnership:
1. Business alignment
Companies are looking for opportunities that connect to their brand, audience, or priorities.
2. Employee engagement
Companies want ways for their team to be involved in something meaningful. This does not need to be daylong volunteer activities.
(And I’ll say this again because it matters: partnerships that include employee engagement tend to last longer and grow over time.)
3. Clear value exchange
They need to understand what they’re getting and why it matters.
This doesn’t mean you need to overcomplicate things. In fact, it’s usually the opposite. Clarity wins.
What fundraisers often get wrong
This is where things get interesting.
There are a few patterns that come up again and again:
We lead with everything
Too much information, too early.
Instead of focusing on what’s relevant to that specific company, we try to show them everything we do.
We skip the research
We assume alignment instead of showing it.
But even a small amount of research can completely change how your outreach lands.
We focus on the package, not the conversation
We think the pitch deck is the thing.
In reality, most partnerships are built through conversations first, and materials come later.
What “alignment” really looks like
Alignment is one of those words that gets used a lot.
But from a company’s perspective, it’s pretty practical.
It can look like:
- Reaching an audience they care about
- Supporting an issue that connects to their brand
- Creating meaningful experiences for their employees
- Helping them deliver on their community commitments
It doesn’t have to be perfect, but it does need to be clear.
One simple takeaway you can use right away
If you take one thing from this conversation, let it be this:
Start your next corporate conversation with curiosity, not a pitch.
Ask questions.
- What are they focused on right now?
- What matters to their team?
- What does success look like for them?
Then build from there. Because the strongest partnerships aren’t built from a pre-set package. They’re built from understanding.
Final thought
If you’ve ever felt like corporate fundraising is harder than it should be, you’re not alone.
A lot of organizations are doing the work, but not seeing the momentum they want.
Often, it’s not about doing more.
It’s about shifting how you approach the conversation.
When you start to see things from the business perspective, everything gets a little clearer.
And a lot more possible.
If you found this helpful, you might also like this blog: Top Power Questions That Will Make Your Corporate Sponsors Take Notice.