How you ask can be just as important as what you’re asking for. When it comes to corporate outreach, framing your ask effectively can mean the difference between a polite rejection and the start of a transformative partnership. Let’s dive into the art of the ask and how you can master it in your email outreach.
Understanding the Corporate Mindset
Before we get into the specifics of framing your ask, it’s crucial to understand the corporate mindset. Companies aren’t just looking to write checks; they’re looking for partnerships that:
- Align with their values and mission
- Enhance their brand image
- Engage their employees
- Demonstrate measurable impact
- Provide a return on investment (even if it’s not financial)
With this in mind, let’s explore how to frame your ask effectively.
The Elements of an Effective Ask
- Alignment
Start by showing how supporting your nonprofit aligns with the company’s values and initiatives. This creates a foundation of mutual benefit.
Example: “Given [Company Name]’s commitment to environmental sustainability, I believe our reforestation project in the Amazon would be a perfect fit for your CSR initiatives.”
- Impact
Clearly articulate the impact of the company’s potential support. Use specific, measurable outcomes.
Example: “Your support could help us plant 10,000 trees, sequestering an estimated 500 tons of CO2 annually.”
- Recognition
Outline how you’ll recognize the company’s support. This can include media mentions, logo placement, or speaking opportunities at events.
Example: “As a key partner, your logo would be featured prominently on our website and annual report, reaching over 100,000 environmentally conscious consumers annually.”
- Employee Engagement
Many companies value opportunities for their employees to get involved. If possible, include these in your ask.
Example: “We also offer hands-on volunteer opportunities for your employees, including an annual tree-planting event in local communities.”
- Flexibility
Offer different levels or types of support. This gives the company options and increases the likelihood of a positive response.
Example: “Whether through financial support, in-kind donations of equipment, or employee volunteer hours, there are many ways [Company Name] can make a difference.”
- Clear Call-to-Action
End with a clear, specific next step. Make it as easy as possible for them to say yes.
Example: “Would you be open to a 15-minute call next week to discuss how we might collaborate? You can schedule a time that works for you here: [Calendar Link]”
Framing Techniques
Now that we’ve covered the elements of an effective ask, let’s look at some specific framing techniques:
- The Partnership Frame
Instead of positioning your ask as a request for help, frame it as an invitation to partnership.
Example: “We’re looking for innovative partners like [Company Name] to join us in tackling [specific issue]. Together, we can [desired outcome].”
- The Investment Frame
Frame your ask as an investment opportunity, emphasizing the returns (social, environmental, or even financial) the company can expect.
Example: “By investing in our youth education program, you’re not just supporting a cause – you’re helping build the skilled workforce of tomorrow.”
- The Problem-Solution Frame
Present a clear problem, then position your nonprofit (with the company’s support) as the solution.
Example: “Every year, thousands of bright students miss out on higher education due to financial constraints. With [Company Name]’s support, we can provide 100 full scholarships this year, changing the trajectory of these students’ lives.”
- The Exclusive Opportunity Frame
Position your ask as an exclusive opportunity, creating a sense of privilege and urgency.
Example: “We’re offering this opportunity to partner on our new initiative to a select group of industry leaders like [Company Name].”
- The Storytelling Frame
Use a compelling story to illustrate the need and potential impact of the company’s support.
Example: “Let me tell you about Maria. At 14, she had never used a computer. Today, thanks to our program, she’s developing an app to help her community. With [Company Name]’s support, we can help hundreds more students like Maria unleash their potential.”
Common Pitfalls to Avoid
- The Guilt Trip: Avoid using guilt or shame to motivate giving. It might work in the short term, but it doesn’t build lasting partnerships.
- The Hard Sell: Remember, you’re building a relationship, not closing a sale. Be passionate, but not pushy.
- The Vague Ask: Be specific about what you’re asking for and how it will be used. Vague asks are easy to dismiss.
- The One-Size-Fits-All Ask: Tailor your ask to each company. Generic requests often fall flat.
- The Immediate Ask: In your first outreach email, focus on building a connection rather than making an ask. Save the specific ask for follow-up communications or your first call.
Putting It All Together
Here’s an example of how these elements and techniques might come together in an email:
Subject: Partnering for green innovation – [Company Name] x [Nonprofit Name]
Dear [Name],
I hope this email finds you well. I’m reaching out because [Company Name]’s commitment to sustainable innovation aligns perfectly with our mission at [Nonprofit Name].
Did you know that less than 5% of STEM graduates come from underrepresented communities? This lack of diversity isn’t just an equity issue – it’s stifling innovation in critical areas like green technology.
At [Nonprofit Name], we’re changing this narrative. Our Green Innovators program provides hands-on STEM education to students in underserved communities, with a focus on developing sustainable technologies.
Last year, our students developed a low-cost solar panel system now being used in 50 homes in their community. With support from forward-thinking companies like [Company Name], we can scale this impact tenfold.
We’re looking for innovative partners to join us in nurturing the next generation of green tech leaders. There are several ways [Company Name] could get involved:
- Sponsoring our summer innovation camp ($10,000 supports 20 students)
- Providing mentors from your engineering team
- Offering internships to our top-performing students
By investing in these bright young minds, you’re not just supporting a cause – you’re helping shape the future of sustainable technology and building a pipeline of diverse talent for the industry.
Would you be open to a 15-minute call next week to explore how we might collaborate? You can schedule a time that works for you here: [Calendar Link]
Looking forward to the possibility of partnering to drive innovation and sustainability.
Best regards,
[Your Name]
Remember, mastering the art of the ask is an ongoing process. Continuously refine your approach based on the responses you receive. With practice and persistence, you can turn your asks into opportunities for transformative partnerships.
Ready to refine your approach to corporate asks? Let’s work together to craft compelling, effective requests that resonate with potential corporate partners. Schedule a free consultation with me, and we’ll discuss how to frame your nonprofit’s needs in a way that inspires action. Click here to book your session now!