How the process works 

In the arts and cultural sector, business partnerships usually develop in stages. This starts with identifying a potential partner and can end in renewal or exit. Not every partnership follows the same path, but these steps can help you plan your approach and manage the relationship.  

Step 1. Identify potential business partners 

At the start, cast the net wide. Make a broad list of businesses you could consider, from local businesses to national and multinational companies.  

Look for potential partners through businesses: 

• you already know, like suppliers and service providers   
• within your network, including board members, staff, supporters and community contacts  
• you find through business networks, such as chambers of commerce, industry associations and business events  
• that already support the arts sector, community-based initiatives or not-for-profit organisations 
• that are operating or growing in the places you work or reach people   
• you discover through business news, directories or industry information. 

Step 2. Research and prioritise potential business partners 

Once you have a broad list of businesses, narrow it down. Research each business to decide which ones might be worth approaching first. 

What to research 

What to consider about each business: 

• What does the business do and where does it operate? 
• Who are its customers, staff or communities? 
• Does the business’s values, priorities or goals align with yours? 
• Does it have a business need or challenge you could help with, like brand visibility? 
• Does it already support the arts, culture, community, sport, education or events? 
• Does it have the capacity to provide money, in-kind support or other resources? 
• Who is the right contact or decision-maker? 
• Is there someone in your network who can make a warm introduction? 
• Are there any conflicts, ethical concerns or reputational risks? 
   

Prioritise the strongest prospects 

Use your research to narrow your list. Prioritise businesses with: 

• clear alignment with your values, priorities or goals 
• a relevant business need you could fill or challenge you can solve 
• a realistic capacity to support you 
• manageable risks 
• a contact to start the conversation. 

Step 3. Reach out to cultivate the relationship 

Once you’ve identified your strongest prospects, contact them and build the relationship.  

Things you can do:  

• If someone you know is connected to the business, ask that person to make a warm introduction.  
• If that’s not possible, contact the business directly. Ask who looks after partnerships, marketing or community investment.  
• Invite them to experience your work. This might be an event, performance, exhibition or opening.  
• Look for authentic ways to stay in touch and build their interest over time.  
• Focus on building connection and interest, rather than sending a full proposal straight away.  

The aim is to bring the business and its representatives closer to your work and secure a meeting with the right person. 

Step 4. Meet with the business and explore the fit 

 The first meeting isn’t to present a business partnership proposal. It’s a discovery conversation to explore whether the business is: 

• interested in a partnership 
• a good fit for you. 

Questions to guide the conversation 

See if the business is the right fit by asking the following questions: 

• What are your current priorities? 
• What business goals could a partnership help with? 
• Who are you trying to reach? 
• What does success look like for you? 
• How do partnership decisions happen in your organisation? 
• What is your budget cycle or timing? 
• Who else would need to be involved? 
• Are there any conflicts or risk areas we should know about? 
• What types of partnership benefits are most useful to you? 

Use the meeting to listen and learn. If they’re interested in a partnership, answers to the above questions will help you shape the proposal. 

What if they’re not interested?  

If the business isn’t ready to progress, don’t force it. Try to understand whether the answer is ‘no’ or ‘not yet’. 

If there's still interest, you could: 

• continue cultivating the relationship and stay in touch 
• invite them to experience your work at an event, performance or exhibition 
• reconnect at a better time, such as when budgets or priorities change. 

If there’s definitely no interest or the fit isn’t right, thank them for their time and focus on other prospects. 

Step 5. Develop your proposal 

If they’re interested, develop a proposal based on what you’ve learned through your research and conversations.