Sponsorship Acquisition

Sponsorships for causes are one area that many people are either not comfortable selling - or have a long track of getting told no.  I've recently been reading up on sponsorships and helping a few organizations get some extra income for their cause.

 

Sponsorships come about for many reasons.  Most companies are looking for some kind of return on investment when they are a sponsor of an event.  For this reason, one must be creative in their offerings.  You can have a variety of options that a sponsor might be interested in...like their logo on your website, or on a poster.  You can offer their ad in your program perhaps - or a sponsorship page on your website.  There are all sorts of ways to help promote the sponsor to your followers.  Be creative in what you can offer - and then make sure you deliver what you promise.

 

Sponsorships certainly help community events become more successful and long lasting.  Find sponsors who align with your cause.  Provide them exactly what you promised them.  Have a thank you event for them annually.  Start early on your asks for the next event.  Allow your sponsors time to increase their involvement.

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Sponsorship Acquisiton

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I have been getting a lot of requests recently regarding sponsorship acquisition.  It's really difficult to help organizations when they are only a few weeks away from their event.  The proper sponsorship cycle is 12 to 15 months.  So truthfully - start now for any event in 2014.  Now is the time to put your proposal together for your larger sponsorships.  Many companies budget their major donations in the last quarter for the new year - or the first quarter for the year. Make sure to check with each company as well since some of them end their year in October instead of the traditional December end of year date.

If you are scrambling at the last minute to come up with some quick sponsorship money - you will need to decide on what benefits you have to offer a company for their sponsorship.  If you have a website, consider offering them exposure there.  An online auction will afford you some opportunity to both auction off some items and turn those into cash (often "stuff" is ea
sier to get than cash) but it also offers an opportunity for sponsorships on the auction website as well.

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Ideally, you should start the sponsorship process with relationship building.  Find out what the potential sponsor is looking for in a sponsorship with you.  Sponsors are generally budgeting marketing dollars and are looking for some kind of return on investment (ROI).  Exposure is key to your success - so start early so they can be on all of your promotional materials.  It is important to listen to what the sponsors want - and to acknowledge that.  Customize plans for your sponsors, then follow through and deliver what they want.  A summary of their ROI at the end of the event would be appreciated by all of your sponsors as well.

Professional event planners can help you understand the cycle of sponsorships and the importance of starting early.  Sponsorships are not difficult if the relationship exists with the organization or cause. Start early.  Have a plan. I wish you much success in your acquisition efforts.  If you have any questions, please post a comment.

Have the best week ever!