Collaboration or Sponsorship

A few days ago I met with a small, struggling nonprofit that relies heavily on city funding (which is quickly dissolving). I asked the Executive Director how he works with corporations. He said he has never approached corporations because they are always asking for something in return such as logos or access to mailing lists.

This made me think that he has been speaking with small thinkers in corporations. The smart, big thinkers want to enter into true partnerships where there are mutual benefits. That's the difference between sponsorships (see the list of definitions) and collaborations. Sponsorship seems to imply that a company can buy something such as an event, an ad or a person and collaboration is about vision, togetherness and evolution. This is where nonprofits and corporations must be in order to succeed. No more of the one-time event and singularity. We must work together toward a common goal.