Reaching out to a business for the first time can feel daunting. You might worry about saying the wrong thing, asking for too much, or getting a flat “no.”

But here’s the truth: starting the conversation is often the hardest step — and once it’s done, you’ll wonder why you put it off.

Do your homework first

Before you send an email or pick up the phone, take a little time to learn about the business:

• What do they do?
• Who are their customers?
• Have they supported any charities before?
• Do they have a CSR (Corporate Social Responsibility) policy?

This shows respect for their time and helps you tailor your approach.

Lead with connection, not a cold ask

Instead of starting with “We’d love a donation,” focus on building rapport. You might:

• Comment positively on something they’ve done in the community.
• Congratulate them on an award or achievement.
• Mention any shared values or interests.

This opens the door to a conversation rather than a transaction.

Keep it simple and clear

Your first contact should be short and to the point. Introduce yourself, explain who you help, and suggest a quick chat to explore possible ways of working together. The aim is to spark interest, not present a full proposal.

Give them an easy next step

Make it effortless for them to respond. Offer two or three time slots for a short call, or let them know you’re happy to meet in person. Removing friction increases your chances of a “yes.”

The takeaway

Confidence comes from preparation and a genuine interest in the other party. If you approach with clarity, warmth, and an open mind, you’ll set the tone for a positive relationship from the start.

If you’re interested in finding out more, feel free to contact me here and I’ll be delighted to offer you a free 30 minute clarity call.

You can also catch up with me on Instagram and LinkedIn!

Otherwise, I’ll see you in my next post, where we’ll look at ways to collaborate beyond money. Because great partnerships aren’t always about the cheque book.