While corporations often outline their “Pillars” of community support, if you have a proposal outside these guidelines that may interest a sponsor, have a conversation.
Sponsorship is not Philanthropy.
Be realistic in the value of your inventory. Don’t inflate your proposal to meet budget.
Don’t be shy about proposing activation – we like new ideas. Experiential is important.
“No” doesn’t mean “No, not ever.” Take the small sponsorships – they could lead to bigger ones down the road.
Make sure you know what is important to the sponsor. Some are interested in increased sales, others value employee engagement.
Hold a Sponsor Summit and have all your partners participate. The value in this is that partners may wish to be in the room with other partners as a prelude to potential business relationships. Also, say thanks!
Some tips from properties about keeping sponsors engaged:
You and your sponsors are partners in a trusting, collaborative relationship. It’s not us vs. them.
Invest in your event or program. You don’t want to appear “cheap” – this is not appealing to partners.
Keep in touch year-round, not just around your event.
Promote your partners through Twitter, in your newsletters and on site all year.
Have exclusive opportunities for sponsors – meet the celebrities, back stage tours, etc.
Propose new sponsorship opportunities to your current partners – you may not be aware of new plans or programs that these fit into.
Offer exclusive opportunities for your partners’ employees/friends and families.
Sponsorship is becoming an increasingly important source of revenue for non profit organizations. Crafting a successful sponsorship program (not Gold/Silver/Bronze packages!) requires you to understand the nature of the beast. Invest in your sponsorship education. Your partners will appreciate it.
