The Top 5 Sponsorship Myths I Heard in 2025

Written by: Lori Zoss Kraska, MBA, CFRE

As I wrap up another year working alongside incredible nonprofits, associations, and purpose-driven organizations, one thing has become increasingly clear:

Most teams are not struggling because they lack value — they’re struggling because they underestimate it.

In countless conversations this year, I heard hesitation, doubt, and assumptions that sounded reasonable on the surface… but underneath, they were quietly limiting outreach, delaying action, and shrinking opportunities before they ever had the chance to grow.

And here’s what I want every organization to know as we step into 2026:

• Corporate sponsorship isn’t reserved for the biggest organizations.

• You don’t need a perfect pitch deck or flawless messaging to start conversations.

• And you are far more ready — and far more valuable — than you think.

  
  

Because sponsorship isn’t about perfection.

It’s about alignment, access, partnership, and shared mission. It's about the courage to start conversations before you feel fully ready.

And it’s about understanding that building relationships with corporate partners is not transactional — it’s transformational.

So let’s clear the fog.

Here are the five most common sponsorship myths I heard that held organizations back in 2025 — and the truths we’re taking into 2026:

Myth 1: “Sponsors just want to sell to our members or stakeholders.”

Truth: Selling isn’t the primary driver — trust and alignment are. Today’s partners want to be associated with credible missions, shared values, and authentic impact.

The right sponsors want to serve your audience, not extract from them.

Myth 2: “We need a huge audience or membership before corporate partners will take us seriously.”

Truth: Relevance and engagement matter more than scale. A smaller, passionate, and aligned audience often carries more value than a large passive one.

Sponsors pay attention when your audience or members care deeply.

Myth 3: “We don’t offer enough benefits to interest a corporate sponsor.”

Truth: Sponsorship isn’t purchased like a shopping cart — it’s co-created. Access, influence, trust, relevance, and mission alignment are benefits many organizations underestimate.

You don’t need “more.” You need clarity around what you already have.

Myth 4: “Corporate sponsors will want to _____________"(fill in the fear: take over, dictate, control, change our messaging).”

Truth: Strong sponsorships are collaborations — not power struggles. Boundaries, expectations, and shared purpose are part of the partnership process.

Healthy partners want to amplify your mission, not rewrite it.

Myth 5: “Our President or Executive Director doesn't need to be involved.”

Truth: Outreach can start anywhere — but partnership traction accelerates when leadership signals commitment. Sponsors want to know the relationship is strategic, supported, and valued at the executive level.

When leadership is engaged in the pivotal parts of the sponsorship discussion, sponsor buy-in develops quicker and partnerships last longer.

The shift?

The organizations that will grow partnerships in the year 2026 won’t be the ones who circle the idea forever, waiting until everything feels flawless. They will be the ones willing to learn, experiment, reach out, follow up, listen deeply, and refine as they go.

Progress isn’t linear — and clarity rarely arrives before action.

2025 was full of hesitation.

2026 belongs to organizations willing to say: “We’re ready to explore, experiment, and engage.”

Ready to make the shift?

If you’re looking to elevate your sponsorship strategy in 2026, let’s talk about how to move forward with clarity and intention. The organizations that thrive aren’t the ones waiting for perfection — they’re the ones willing to align their strengths with the right partners at the right time. Together, we can identify the most strategic opportunities and build a pathway that positions your mission—and your leadership—for meaningful corporate engagement.

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Lori Zoss Kraska, MBA, CFRE, is the Founder & CEO of Growth Owl, LLC a national expert in corporate sponsorship strategy. With more than 25 years of experience in corporate support leadership, Lori serves as a Fractional CSO and Strategic Advisor, helping purpose-driven organizations build high-value, sustainable corporate partnerships and connect with Fortune 1000 decision makers. A seasoned speaker, trainer, and Amazon bestselling author, Lori is known for turning complex sponsorship challenges into clear, actionable strategies that accelerate revenue and strengthen long-term corporate relationships.