Fundraising has become more challenging for nonprofits.
A lot of organizations I’ve talked to recently said the funding they were counting on just isn’t coming in. Those relying heavily on federal grants have told me the grants simply aren’t available right now, and competition for what is available has increased.
With those challenges, they’re turning to their communities more than ever and looking for additional ways to bring in support.
That’s where local business sponsorships come in.
Earlier this year at the BrightonSEO conference in San Diego, I heard the same concern repeated by businesses and marketers. They are actively looking for ways to show up locally, but don’t know how to get started or where to plug in.
Sponsoring nonprofits is part of the answer – as long as you make it easy for those businesses to find you and say yes.
The quiet shift creating new sponsorship opportunities
People are changing how they search online, and it’s happening fast.
More users are going straight to tools like ChatGPT or Gemini and asking real questions instead of typing a couple of keywords into Google.
Those tools lean heavily on local trust. They surface businesses that are active in their communities and show up in local ways.
Even when you start a search on Google, the AI overview gives you a quick summary, maybe with a name, a phone number, or an email you can reach out to without having to click through to a website.
This shift is making a lot of businesses anxious. They don’t want to be left behind as people start relying on these AI chat services. They’re looking for ways to be more visible in their communities – not just in person, but also online.
To help both sides achieve their goals, businesses need to start connecting sponsorships with visibility.
Sponsoring your nonprofit is one way they can show up more in local online search, while giving you the funding you need right now to keep serving your community.
What the data shows on how businesses view sponsorships
In our Local Nonprofit Sponsorship Trends for 2025 study, the number one reason businesses sponsor nonprofits is community impact. They want to know their support is helping the place they live and work.
Shared values come right after that. If a business cares about animals, for example, they’re far more likely to sponsor an animal shelter.
The good news is, if your partnerships with business sponsors are easy and aligned, sponsors tend to stick around. Almost half of the businesses we surveyed had sponsored the same organization for more than a year.
Interestingly, the potential to earn revenue from sponsorships was not very high on the list of priorities for many businesses. Only 7% told us sponsorships make up a significant portion of their annual revenue – and 40% said they account for 1% or less. That’s why they aren’t chasing perks or complicated packages. They just want a simple, visible way to support an organization.
What most businesses don’t realize is that sponsorships help them, too. While 42% said online visibility was a strong motivator, only 15% consider sponsorships to be a major factor in local visibility – even though a simple sponsorship link can strengthen their local search presence.
We also saw a big gap between what businesses spend and what nonprofits expect. Many nonprofits set their lowest tier around $1,000 or more, but most businesses spend around $50 to $300 per sponsorship, with the average falling under $500.
A lot of businesses spread their sponsorship budget across several organizations. Sometimes it’s because they want to support more than one group. Sometimes it’s because showing up in multiple places gives them better local visibility.
Why businesses overlook your nonprofit
Businesses overlook nonprofits for a few reasons.
One of the biggest is that many organizations don’t realize the digital value they offer back to a business. Most sponsor pages focus on how the money supports the mission, but they don’t explain how a sponsorship can help the business in return, particularly with online visibility. A lot of nonprofits simply don’t know they can talk about that.
Another issue is that the lowest sponsorship tier is too high. It doesn’t match what businesses need. Many nonprofits’ packages include newsletters, social posts, tickets, or jerseys…while businesses seeking local visibility are often after something much simpler.
The businesses we work with typically aren’t looking for a long list of perks. What they want is a low-cost visibility on your site, including digital representation that includes a link to their site. That basic option tends to be the most appealing.
You also run into trouble when you bury sponsor content on pages no one visits, or when you don’t have a sponsor page at all. A lot of nonprofits just haven’t thought to add one, which slows the whole process down.
Simple fixes that get you more sponsors
If you’re trying to bring in more local sponsors, there are a few fairly quick and easy places to start.
1. Add a sponsor page to your website
Adding a basic sponsor section to your website is one of the easiest ways to bring in more support. It doesn’t have to be fancy, and it costs almost nothing, but it can open up funding right away.
When one of the nonprofits we worked with recently added a sponsors page to their website, we were able to send them four businesses immediately for approval.
That’s before you count the people who visit your site and see that you offer sponsorships. (Just remember to keep the sign-up process on your sponsors page short and simple.)
2. Include more affordable tiers
Realistic tiers make a big difference.
A lot of organizations only offer higher-dollar options. Affordable packages help you capture people who may not think about sponsoring.
Some nonprofits already use models like: $150 to get their business name on the site, $350 for a hyperlinked name, and $500 for a logo with a hyperlink.
The key is having a few options under $500 so you’re not shutting out the businesses that want to support you but can’t commit to a bigger amount.
3. Tell businesses about visibility
Once your sponsor section is live, you can take small steps to strengthen visibility for yourself and for the businesses that sponsor you.
You can start by simply explaining why sponsorships help their business, in addition to why it helps your mission.
A lot of businesses don’t realize that a link on your website can help them show up in online search and AI overviews.
Explaining that in clear, simple language goes a long way. You can also let them know they get even more value when they list your organization on their website, too, because that helps visibility on both sides.
4. Keep your site up-to-date
Keep your website accurate and up-to-date.
Ensure all of your contact information is correct, especially if you have a location tied to a Google profile. When you add sponsor links, make sure they go straight to the business’s website instead of redirecting through another service.
A clean, organized website makes it easier for both people and AI search tools to read.
5. Work with ZipSprout
Working with ZipSprout can help you get on the radar of businesses ready to sponsor nonprofits – plus, our service is 100% free for your organization.
Instead of having to find and pitch businesses yourself, ZipSprout can connect your organization to our business sponsors.
Once your nonprofit is in our database and we have a client in your area, we’ll reach out with details on the potential sponsor, including their budget. Typically, businesses we work with are looking to have representation on your website (including the link to their website) for at least 12 months.
If it sounds like a good fit for your organization, we make the match. All you have to do is say “Yes” and add the link (which we walk you through).