Unlocking University Sponsorship Success with Account-Based Marketing (ABM)

According to the CASE-More UK Philanthropy Report (2023), while philanthropic giving to UK universities has nearly doubled since 2012—reaching £1.5 billion in 2022—corporate giving remains significantly underdeveloped, accounting for just 11% of total philanthropy. The report suggests that many universities are inadvertently leaving potential corporate gifts on the table, failing to adopt the strategic, data-driven approaches needed to cultivate meaningful industry partnerships.

As competition for sponsorship intensifies, institutions must move beyond passive fundraising efforts and embrace targeted, relationship-driven strategies that resonate with corporate sponsors. This is where Account-Based Marketing (ABM) can transform the way universities secure and sustain corporate sponsorships.

In this article, we’ll explore how ABM can help universities attract the right corporate sponsors, craft compelling value propositions, and develop partnerships that go beyond mere funding—ensuring they capitalise on the untapped potential of corporate philanthropy.

What is Account-Based Marketing (ABM)?

The CASE-More UK Philanthropy Report (2023) highlights a significant challenge for universities: While philanthropic giving has surged, corporate sponsorship remains an underdeveloped revenue stream, accounting for just 11% of total higher education philanthropy. The report underscores the need for a more strategic, targeted approach to corporate engagement—one that moves beyond mass outreach and builds meaningful, long-term partnerships. Account-Based Marketing (ABM) is that approach!

ABM flips the script on traditional sponsorship strategies by focusing on a carefully curated list of high-value sponsorship prospects. Instead of casting a wide net and hoping for responses, ABM ensures that every sponsorship opportunity is highly relevant, data-driven, and aligned with corporate priorities.

Rather than approaching corporate sponsorship as a one-time funding request, ABM positions universities as strategic partners that can help sponsors achieve their business goals—whether that’s developing talent pipelines, advancing research collaborations, or enhancing corporate social responsibility (CSR) initiatives.

Why does this matter? The CASE-More UK report shows that some universities are securing multi-million-pound corporate gifts, but many others are failing to capitalise on corporate philanthropy’s full potential. ABM changes this dynamic by ensuring that institutions engage the right sponsors with the right message at the right time—turning sponsorships into long-lasting, mutually beneficial alliances.

Benefits of ABM for University Sponsorship

Incorporating Account-Based Marketing (ABM) into your sponsorship strategy doesn’t just improve engagement—it transforms the way universities identify, connect with, and secure corporate sponsors. Here’s how ABM creates long-term value:

1. Keep teams aligned

Traditional sponsorship efforts often involve multiple departments—marketing, fundraising, alumni relations, and corporate partnerships—working in silos. This can lead to duplicate outreach, inconsistent messaging, and missed opportunities. 

ABM provides a unified framework that aligns all teams under a shared sponsorship strategy, ensuring everyone is working towards the same high-value sponsorship goals.

With CRM integration and shared data dashboards, teams can track sponsor interactions, pipeline progress, and engagement metrics, reducing friction and improving collaboration.

2. Maximise your organisation’s relevance among high-value sponsors

CASE’s research found that nearly 20% of all £1M+ gifts to universities in recent years have come from corporations, yet corporate philanthropy only accounts for 11% of total university fundraising. This suggests that while businesses are willing to invest in higher education, universities are failing to proactively cultivate these relationships.

Traditional outreach—such as mass emails and generic sponsorship packages—rarely resonates with corporate decision-makers. ABM ensures that universities engage sponsors with hyper-relevant, personalised proposals, whether it’s co-branded research initiatives, talent pipeline development, or sector-specific collaborations.

3. Deliver consistent customer experiences

Corporate sponsors expect a professional, seamless engagement process—from initial outreach to ongoing relationship management. ABM ensures that all sponsor interactions—across email, LinkedIn, events, and meetings—are consistent, personalised, and value-driven.

A centralised ABM approach means sponsors receive the right messaging at the right time, reinforcing trust and making their decision-making process smoother.

4. Measure your Return on Investment (ROI)

Many universities struggle to quantify the impact of their sponsorship outreach. ABM allows for precise tracking of engagement, conversion rates, and sponsorship revenue growth.

Using CRM dashboards and ABM-specific analytics, institutions can measure:

• Sponsor engagement levels (email open rates, event attendance, proposal responses).
• Pipeline movement (how sponsors progress from interest to signed partnerships).
• Financial impact (total sponsorship revenue influenced by ABM campaigns).

With clear data, universities can continuously refine and improve their sponsorship strategies.

5. Streamline the sales cycle

Traditional sponsorship negotiations can be slow and inefficient, with lengthy back-and-forths and unclear value propositions. ABM accelerates the process by:

• Identifying high-intent sponsors early through data analysis.
• Delivering hyper-personalised proposals that immediately resonate with decision-makers.
• Using automated workflows to keep outreach timely and follow-ups seamless.

This results in faster decision-making, reduced negotiation time, and higher sponsorship win rates.

6. Expand opportunities through account relationships

The biggest sponsorship wins don’t stop at a single deal—they evolve into long-term partnerships that grow over time. ABM focuses on deepening relationships with key sponsors by:

• Continuing engagement beyond the first deal, ensuring sponsors see value and remain invested.
• Exploring additional collaboration opportunities, such as joint research, student recruitment, or industry events.
• Building multi-year sponsorship pipelines, reducing the need for constant new sponsor outreach.

Sponsors who experience ongoing value and engagement are more likely to renew, increase funding, and advocate for the university within their network.

University Sponsorship ABM Strategies

Successful university sponsorships go beyond simple funding—they create strategic partnerships that align corporate objectives with higher education priorities. Here are some key types of sponsors that benefit from targeted Account-Based Marketing (ABM) strategies:

1. Industry partners (building future talent pipelines)

According to the CASE-More UK Philanthropy Report, corporate giving to HE remains low, yet industry partnerships with universities are among the most scalable sponsorship opportunities. Sectors experiencing talent shortages, such as tech, cybersecurity, and engineering, are actively investing in universities that can provide structured talent pipelines. Universities using ABM to position themselves as workforce enablers are securing larger, long-term sponsorships.

These partnerships often take the form of:

• Scholarships & Bursaries: Attracting top talent in key industries such as engineering, healthcare, and finance.
• Research Collaborations: Universities working with industry partners on cutting-edge research.
• Work-Integrated Learning: Co-op programmes, internships, and apprenticeships that feed directly into a company’s hiring strategy.

2. Tech firms (showcasing innovation & thought leadership)

The CASE-More UK Philanthropy Report highlights that corporate funding for university research is increasing, particularly in fields like AI, cybersecurity, and sustainability. However, only a handful of universities have successfully positioned themselves as ideal partners for tech firms. By leveraging ABM to align their sponsorship proposals with industry R&D goals, universities can secure larger, more impactful sponsorships.

• Hackathons & Innovation Challenges – Sponsoring student competitions that align with business R&D.
• Campus Technology Upgrades – Providing cutting-edge infrastructure (AI labs, VR suites, cloud computing access).
• Data & AI Research Partnerships – Collaborating with universities on emerging technology research.

3. Philanthropic organisations (advancing social impact goals)

CASE’s report shows that philanthropic funding is increasingly tied to social impact—with widening participation, sustainability, and diversity initiatives securing some of the largest university gifts. Universities using ABM to engage CSR leaders and philanthropic foundations can position themselves as key partners in driving social change, making it easier to attract corporate sponsorship for access programmes, scholarships, and sustainability initiatives.

• Widening Participation & Access to Education – Supporting underrepresented groups through bursaries.
• Global Development & Sustainability Projects – Partnering with universities on social responsibility initiatives.
• Medical & Scientific Research – Investing in life-saving innovations, health equity, and climate action research.

Example: A university developing a STEM access programme for underrepresented students may target tech industry foundations and corporate CSR leaders, offering a sponsorship model that funds scholarships, outreach, and engagement programmes while showcasing the sponsor’s commitment to diversity and inclusion.

4. Local and regional businesses (community and economic growth)

Smaller enterprises and regional businesses invest in universities to build stronger ties to their local economy, often through:

• Student-Led Community Projects – Funding social impact initiatives that enhance local development.
• Sponsoring Student Organisations & Sports Teams – Boosting local engagement while supporting student life.
• Apprenticeship & Skills Development – Providing funding and placements to develop a skilled workforce in their region.

Example: A university expanding its entrepreneurship centre may target local banks and investment firms, offering sponsorship packages that support student startup initiatives while positioning the sponsor as a key player in the regional business ecosystem.

5. Leveraging government funding and policy initiatives

The CASE-More UK Philanthropy Report stresses that universities must align their fundraising efforts with broader policy initiatives to maximise their success in securing corporate sponsorships. This means engaging industry partners in areas eligible for government-backed funding, such as innovation, skills development, and sustainability.

Through ABM, universities can strategically position their sponsorship proposals to align with these policy-driven funding streams, ensuring that corporate sponsors see their investment not just as philanthropy, but as a strategic partnership with tangible business benefits.

Key government funding programmes supporting HE sponsorships

• Higher Education Innovation Fund (HEIF) – Supports universities in developing knowledge exchange activities, including corporate partnerships for research, innovation, and student employability​HEP-Govt-Policies-And-I….
• Knowledge Transfer Partnerships (KTPs) – Connects universities with businesses to drive innovation, often with matched funding from government grants​.
• Turing Scheme – Provides funding for student mobility programmes, making it an attractive sponsorship opportunity for businesses investing in global talent development​
• Skills Bootcamps & Free Courses for Jobs – Government-backed training schemes that allow universities to engage corporate sponsors looking to upskill employees or support workforce development​.

How ABM aligns with government funding for sponsorships

By integrating ABM principles, universities can target sponsors that align with policy-driven funding streams. This ensures that corporate sponsorship efforts:

• Focus on industries eligible for government-backed collaboration (e.g., tech, sustainability, healthcare).
• Present sponsorships as a strategic investment in research, workforce development, or innovation.
• Demonstrate ROI for both the corporate sponsor and the institution by leveraging public-private funding models.

Example: A university researching green energy solutions may target renewable energy firms looking to co-fund a sustainability research initiative under HEIF, positioning the sponsorship as an opportunity to shape future energy policies while gaining access to top environmental researchers.

Implementing Account-Based Marketing

Step 1: Identify ideal sponsorship partners

Begin by pinpointing organisations that align with your institution’s mission and values. Leverage alumni networks, industry connections, and community partnerships to identify potential sponsors. Focus on those with a proven interest in education, innovation, or community development, as they are more likely to see the value in partnering with an HE institution.

Step 2: Research and segment your audience

Once you’ve identified potential sponsors, delve deeper into understanding their goals, challenges, and key decision-makers. This knowledge allows you to segment sponsors effectively based on:

• Industry: For example, tech companies may align with innovation initiatives, while healthcare organisations may support medical research.
• Funding Priorities: Are they focused on CSR, brand visibility, or talent development?
• Geographical Relevance: Local businesses often prefer partnerships that directly impact their communities.

Step 3: Develop personalised value propositions

Tailor your sponsorship proposals to demonstrate how your institution can help sponsors achieve their objectives. For example:

• Highlight the potential to engage with students through internships, mentorship programmes, or events.
• Emphasise the branding opportunities, such as naming rights for facilities or visibility at events.
• Showcase the community impact, like supporting underrepresented groups or advancing local initiatives.

By aligning your sponsorship opportunities with their strategic goals, you’ll create compelling propositions that are hard to ignore.

Step 4: Leverage multi-channel outreach

Engage potential sponsors using a mix of outreach channels to maximise impact:

• Email Campaigns: Personalised emails addressing their specific goals.
• LinkedIn: Connect with key decision-makers and share relevant content.
• Direct Mail: Send tailored sponsorship kits or proposals.
• Events: Invite them to campus or virtual events to showcase opportunities.
• One-to-One Meetings: Build relationships through direct conversations.

Additionally, share success stories or case studies from previous partnerships to demonstrate the tangible benefits of sponsoring your institution.

Step 5: Nurture relationships over time

ABM doesn’t stop once a sponsorship deal is signed—it’s an ongoing process. Foster long-term relationships by:

• Sharing impact reports that detail how their sponsorship has made a difference.
• Maintaining regular communication through updates, newsletters, or invitations to events.
• Offering recognition opportunities, such as awards or public acknowledgements, to reinforce their value as a partner.

By investing in these relationships, you can turn one-off sponsorships into enduring partnerships that continue to grow and evolve over time.

Your Account-Based Marketing Toolkit

Executing an Account-Based Marketing (ABM) strategy effectively requires the right tools and techniques to ensure precision, personalisation, and measurable success. Here’s a guide to the essential resources you need to maximise your ABM efforts for securing sponsorships in Higher Education:

1. CRM systems

A robust Customer Relationship Management (CRM) platform is the foundation of any ABM strategy. Use tools like HubSpot or Salesforce to:

• Manage sponsor interactions and track communication history.
• Organise and prioritise target sponsors based on their engagement levels.
• Automate follow-ups and updates, ensuring no opportunities are missed.

2. Personalisation tools

ABM thrives on tailored messaging. Personalisation tools like Adobe Experience Manager or Outreach can help you:

• Create customised content for each sponsor, such as personalised email campaigns or landing pages.
• Dynamically tailor proposals or sponsorship kits to reflect the specific goals of each partner.
• Deliver messaging that resonates, increasing engagement and conversion rates.

3. Analytics platforms

Measuring the success of your ABM strategy is critical for optimisation. Platforms like Google Analytics, HubSpot Reporting, or Terminus can help you:

• Track sponsorship outreach performance, including open rates, clicks, and responses.
• Identify which touchpoints and channels are driving the most engagement.
• Monitor ROI on sponsorship campaigns to refine your approach for maximum effectiveness.

ABM only works when everyone’s on the same page. The easiest way? Use the right tools. HubSpot makes it simple for marketing, development, and partnerships teams to stay aligned, track engagement, and secure the right sponsors.

4. Creative ABM campaign suggestions

Bring your ABM strategy to life with engaging, high-impact campaigns:

• Webinars and Panels: Host industry-specific webinars or invite sponsors to speak at events, showcasing their expertise while engaging directly with your audience.
• Personalised Sponsorship Kits: Create bespoke kits that include tailored proposals, impact reports, and branded collateral to make a strong impression.
• Video Outreach: Use platforms like Vidyard or Loom to send personalised video messages that stand out in a crowded inbox.
• Exclusive Events: Invite target sponsors to VIP networking events or campus tours to build relationships in a more personal setting.

By combining these tools and techniques, you can execute an ABM strategy that not only attracts the right sponsors but also builds lasting, mutually beneficial partnerships. Would you like deeper insights into implementing these tools for HE sponsorships?

Sponsorship Challenges. How ABM Can Help!

Implementing Account-Based Marketing (ABM) for sponsorships in Higher Education can deliver incredible results, but it’s not without its challenges. Here are some common hurdles and practical solutions to help you navigate them effectively.

1. Limited resources in HE marketing teams

The Challenge: Many HE institutions have small marketing teams with limited time, budget, and staff to dedicate to ABM campaigns.

The Solution:

• Automate Repetitive Tasks: Use CRM platforms like HubSpot or Salesforce to automate email follow-ups, meeting scheduling, and data entry.
• Leverage Existing Data: Tap into alumni networks, donor databases, and past sponsorship records to streamline sponsor identification.
• Engage Cross-Functional Teams: Collaborate with other departments (e.g., alumni relations or development teams) to pool resources and expertise.

2. Difficulty accessing decision-makers

The Challenge: Reaching the right person within a sponsor organisation can be time-consuming, with layers of gatekeepers often in the way.

The Solution:

• Research Thoroughly: Use LinkedIn and company websites to identify key decision-makers. Look for roles like CSR managers, marketing directors, or partnership leads.
• Leverage Warm Introductions: Reach out through mutual connections, alumni networks, or existing corporate partners for introductions.
• Personalised Outreach: Tailor your initial messaging to demonstrate a deep understanding of the sponsor’s priorities, making it more likely to catch their attention.

3. Measuring ROI for sponsorship efforts

The Challenge: Quantifying the impact of sponsorship campaigns can be tricky, especially in HE, where results may be indirect or long-term.

The Solution:

• Set Clear Metrics: Define success metrics upfront, such as sponsorship revenue, engagement levels, or retention rates.
• Track Engagement: Use analytics tools to monitor interactions with sponsorship materials, event attendance, or audience reach.
• Showcase Tangible Outcomes: Provide sponsors with detailed impact reports, including student engagement data, brand visibility metrics, or testimonials, to highlight the value of their partnership.

4. Long sales cycles

A key finding from the CASE-More UK Philanthropy Report is that the universities investing in well-resourced fundraising teams see significantly better results in corporate sponsorship. However, many institutions still rely on outdated or understaffed advancement functions, leading to slow sales cycles and low corporate engagement.

An ABM-driven approach helps overcome these challenges by using data-driven insights to:

• Identify corporate decision-makers early in the sponsorship process.
• Deliver tailored proposals that resonate with the sponsor’s business goals.
• Use automation and CRM tools to streamline outreach and ensure timely follow-ups.

General tips to overcome ABM challenges

• Start Small: Begin with a pilot ABM campaign targeting a few high-value sponsors. Refine your strategy before scaling up.
• Focus on Relationships: Build trust through consistent, value-driven communication. Strong relationships are the foundation of successful sponsorships.
• Invest in Training and Tools: Equip your team with ABM-specific training and tools to boost efficiency and effectiveness.

By addressing these challenges head-on, your HE institution can unlock the full potential of ABM, building stronger sponsor relationships and achieving long-term success.

Common ABM Concerns Debunked

Despite the clear advantages of Account-Based Marketing (ABM) for securing high-value sponsorships, many higher education institutions hesitate to adopt it, often due to misconceptions about cost, complexity, or scalability. Below, we address some of the most common concerns:

Is ABM only for big universities?

ABM is scalable and works for institutions of all sizes. While larger universities may use ABM for high-value corporate sponsorships, smaller institutions can apply the same principles on a targeted scale by focusing on niche industry partnerships.

Example: A smaller university with a specialist programme in environmental science can use ABM to target sustainability-focused businesses that align with its research and student skill sets rather than casting a wide net with traditional outreach.

What if our CRM isn’t set up for ABM?

Many ABM-friendly tools integrate seamlessly with existing systems. Platforms like HubSpot, Salesforce, and LinkedIn Sales Navigator provide built-in ABM features that allow universities to:

• Identify and segment high-value corporate sponsors based on engagement and past collaboration history.
• Track sponsorship conversations across marketing, alumni relations, and development teams.
• Automate personalised outreach based on sponsor preferences and decision-maker engagement.

Example: A university using HubSpot CRM can implement ABM by tagging target companies as “strategic sponsorship accounts,” triggering automated, personalised email sequences to corporate decision-makers.

Is ABM expensive?

• ABM helps universities save money by improving efficiency. A well-executed ABM strategy reduces wasted efforts on unqualified sponsors by focusing on the right companies and decision-makers from the outset.
• Instead of spending the budget on broad, mass marketing, ABM directs resources towards high-value sponsors with a strong alignment to institutional goals.
• ABM’s ROI-driven approach means fewer sponsorship rejections and higher engagement from the right partners.
• Free and cost-effective ABM tools—like LinkedIn InMail outreach, personalised landing pages, and targeted email sequences—allow universities to get started without large upfront investments.

Example: A university previously sending generic sponsorship proposals to 200 companies may switch to ABM targeting 20 strategically aligned sponsors, using personalised messaging and tailored proposals—leading to higher sponsorship conversion rates with fewer wasted resources.

How do we measure ABM’s success in sponsorships?

Success isn’t just about immediate sponsorship revenue—it’s about long-term engagement and retention. Key ABM metrics include:

• Tracking engagement – Use CRM analytics to measure sponsor interactions with your outreach (email opens, clicks, and responses).
• Sponsorship lifecycle monitoring – Track how sponsors progress from initial engagement to formal partnership and measure renewals.
• Pipeline revenue tracking – Connect ABM efforts to sponsorship revenue growth over time.

Example: A university using ABM dashboards in HubSpot can see which sponsorship leads have engaged with their emails, attended webinars, or visited personalised landing pages, allowing them to refine their outreach strategy based on real-time data.

We already have corporate sponsorship outreach. Why switch to ABM?

• Traditional sponsorship outreach often relies on mass emails, broad networking, and generic proposals—ABM ensures a more personalised, data-driven approach.
• Instead of hoping for a response, ABM ensures outreach is highly targeted and relevant.
• ABM aligns marketing, fundraising, and corporate partnership teams, preventing duplicate or misaligned outreach efforts.
• The shift to digital-first corporate engagement means sponsors expect more data-driven, personalised outreach—ABM meets this expectation.

Example: A university development office may currently send generic sponsorship emails to a broad list of companies. With ABM, they identify high-value sponsors based on past engagement, industry alignment, and funding interests, crafting personalised sponsorship packages that lead to stronger conversions.

Over to You!

As the CASE-More UK Philanthropy Report makes clear, the future of university sponsorship lies in building deeper, more strategic relationships with corporate partners. With the competition for funding increasing, universities that fail to adapt risk falling behind.

Account-based marketing provides a scalable, data-driven framework for securing high-value sponsorships in a way that is both targeted and measurable. Now is the time for institutions to take a more proactive, strategic approach to corporate engagement—and ABM is the key to unlocking this potential.

If your institution is ready to future-proof its sponsorship strategy, let’s start the conversation.