Sponsorship Stuffing: A Delicious Recipe for Purpose-Driven Organizations

Written by: Lori Zoss Kraska, MBA, CFRE Founder/CEO Growth Owl, LLC

Every Thanksgiving table has its signature dish.  For some families, it’s Grandma’s sweet potatoes. For others, it’s the never-ending debate over canned vs. fresh cranberry sauce. My Dad is adamant about using Yukon Gold Potatoes for his delicious mashed potatoes.

But there’s one staple that always shows up: stuffing.

Stuffing is warm, hearty, and full of flavor—but beyond being a Thanksgiving essential,  the dish also teaches us something important about corporate sponsorship. Because just like a great stuffing recipe, successful sponsorship outreach for purpose-driven organizations requires intention, the right mix of ingredients, and time to let everything come together.

So, in celebration of the upcoming Thanksgiving holiday, here is my “Sponsorship Stuffing” recipe that applies directly to your organization’s growth strategy:

Ingredient #1: The Base — Your Mission & Outcomes

Just like bread is the foundation of any stuffing, your mission is the foundation of sponsorship success.

Sponsors need clarity on:

-The impact your organization creates

-Who benefits from your work

-Why your programs matter right now

Without a solid base, everything else falls apart—same with sponsorship outreach.

Ingredient #2: Seasoning — Customized Value Propositions-What is the "Why" to Their Company?

Stuffing without seasoning is bland. Sponsorship outreach without customization? Also bland.

Your “seasoning” includes:

-Tailored messaging

-Industry-specific value

-Aligning your cause/program with the company’s social priorities

-Showing why supporting you is relevant throughout the year

The more personalized your approach, the more flavorful—and effective—it becomes.

Ingredient #3: Veggies & Mix-Ins — Sponsor Activation Opportunities

Think of carrots, celery, herbs, sausage, apples—whatever mix-ins your family adds.

These are the activation elements of sponsorship:

-Custom employee engagement

-Branding opportunities

-Thought leadership moments

-Purposeful event visibility

-Program support with measurable outcomes

The right mix-ins transform simple bread into a standout dish. Likewise, strong activations turn a regular sponsorship into a thriving partnership.

Ingredient #4: The Broth — Strong Relationships & Communication

Broth binds stuffing together. Communication binds partnerships together.

Purpose-driven organizations that win sponsorship dollars consistently:

-Stay connected

-Report impact proactively

-Share wins throughout the year

-Thank sponsors often

-Continue conversations beyond renewal season

This is the ingredient most organizations forget—but it changes everything.

Ingredient #5: Oven Time — Consistency & Follow-Through

You can’t rush stuffing—let it bake. In sponsorship, you also need time for:

-Multiple touchpoints

-Relationship building

-Discovery conversations

-Internal sponsor alignment

-Experimentation to generate data for next steps

Many organizations give up too early. Real sponsorship revenue grows by building consistency across weeks, months, and quarters—not just during year-end pushes.

The Final Dish: A Satisfying, Sustainable Sponsorship Program

When you combine:

-A strong mission

-Tailored outreach

-Thoughtful activations

-Genuine, ongoing communication

-And consistent follow-through

…you get what every organization craves:

A sponsorship program that feeds your mission—and keeps partners coming back for seconds.

This Thanksgiving, let “Sponsorship Stuffing” remind you that good things take the right ingredients and a little time in the oven. And when done well, your organization becomes the dish sponsors remember, talk about, and want more of around the conference room table.

Lori Zoss Kraska, MBA, CFRE, is the founder of Growth Owl, LLC and a national expert in corporate sponsorship strategy for purpose-driven organizations. With more than 25 years of experience in corporate sponsorship, revenue generation, and executive advising, she helps nonprofits and associations secure transformational corporate support. She's an Amazon best selling author, speaker, and trusted advisor to organizations & creators. Contact Lori at lori@thegrowthowl.com