The Sponsorship Readiness Checklist: 7 Questions Every Nonprofit Should Ask Before Approaching Brands
Sponsorships can be game-changing for nonprofits. They don’t just provide financial support — they create lasting partnerships that amplify your mission, expand your reach, and build credibility with the communities you serve.
But here’s the truth: too many nonprofits approach sponsors before they’re ready. The result? Missed opportunities, unanswered emails, and relationships that never get off the ground.
Before you send out another sponsorship proposal, pause. Walk through this checklist of seven critical questions to ensure your nonprofit is positioned for success.
1. Do we have a clear, compelling mission story?
Brands don’t just sponsor events or programs — they sponsor impact. Can you clearly articulate:
Who you serve
The problem you solve
The measurable difference your organization makes
If your mission story feels generic or flat, sponsors won’t see the urgency. Invest in sharpening your narrative so that companies feel the value of aligning with you.
2. Do we know our audience inside and out?
Sponsors want access to your audience — not just to give, but to connect with a community that aligns with their values. Ask yourself:
Who attends your events, follows you online, or benefits from your programs?
What’s their demographic profile (age, income, geography)?
What do they care about most?
If you can’t answer this, sponsors won’t see what’s in it for them.
3. Have we identified the assets we can offer?
Sponsorship is an exchange of value. Beyond logos on flyers, what can you truly offer a sponsor? For example:
Stage mentions or speaking opportunities
Exclusive networking with your members
Product placement at events
Media exposure through your channels
The stronger your asset inventory, the easier it is to build packages that excite sponsors.
4. Do we understand the difference between fundraising and sponsorship?
Fundraising is about donations. Sponsorship is about partnerships.
If you’re only asking a brand to “support” your cause, you’ll get a fraction of what’s possible. Sponsors want ROI. They’re asking: How will this relationship help us build visibility, trust, or customers?
Frame your approach as a business opportunity, not just a charitable ask.
5. Have we created sponsorship levels or customizable packages?
Sponsors want options. A one-size-fits-all approach rarely works. Do you have:
Tiered levels (e.g., Gold, Silver, Bronze) with increasing benefits?
Customizable packages that allow a brand to choose what aligns with their goals?
Flexibility shows you’re professional and easy to partner with.
6. Do we have the systems to deliver on promises?
Landing a sponsorship is only the first step. Can you:
Track deliverables?
Report back with measurable results?
Provide photos, data, and testimonials to show ROI?
If not, sponsors won’t renew — and renewals are where real revenue growth happens.
7. Are we prepared to make the ask confidently?
Even the best-prepared nonprofits fail if they hesitate to ask. Do you have:
A polished sponsorship deck or proposal?
A confident outreach process (calls, emails, meetings)?
Someone trained in sponsorship sales to handle objections?
If you’re not prepared here, sponsors may sense uncertainty and walk away.
Final Thoughts
Approaching brands before you’re ready is like running a marathon without training — painful and often disappointing. By walking through this seven-question checklist, you’ll not only position your nonprofit to win sponsorships, but also to build partnerships that last for years.
Your next step: Download our Sponsorship Readiness Workbook to see exactly where your organization stands — and how to fill the gaps before reaching out to brands.