Sponsorship
If your organisation is setting up a project or campaign, one of the methods you can use to gain support is sponsorship.
Sponsorship is different from a donation or a grant, like everything worth having, it doesn't come easily - you have to put in the effort and work at it. There are specific steps you should follow to get the best results for your organisation.
Obtaining sponsorship is a strategic exercise which should be embarked upon professionally, remembering at all times that you are dealing with businesses that want a return for their investment.
The following guidelines will help to get you started:
Identifying a suitable sponsor
- Companies that have a connection to you or your organisation
- Identify locally-based businesses who may be interested in what you offer - match your membership to their 'target market'
- Companies that have recently moved to the area
- Large national companies who have local sponsorship budgets
- Companies that may have image difficulties and need to win over public opinion
What does a sponsor want?
- Publicity - what opportunities are there to raise the profile of the company you want support from
- Corporate image- selling your idea on how it can project a good image of the company
- Public Relations / Community involvement- successful businesses often feel their responsibility stretches further than just profits
- Direct marketing- companies use sponsorship events as a sales outlet
- Endorsements - manufacturers may provide free goods to a successful club or individual, knowing customers will associate good performance with their products
- Client hospitality- sponsored events are popular for entertaining clients etc.
- Education sponsorship- companies sponsor schools or student events to influence and build a long term affinity with the company
What have you got to offer a sponsor?
- Opportunityto insert promotional material into mailings
- Opportunityto put up an exhibition stand at events
- Promote the sponsors name in media releases
- Feature the logo and organisation description on promotional material
- Opportunityto advertise in brochures, magazines etc.
Approaching a sponsor
- The introductory letter and proposal should be individually tailored towards the company
- Make sure you have the right contact name to whom you should address the letter
- Submit the proposal in plenty of time
- Be brief but informative
- Be precise in what you are requesting - money, time, facilities etc.
Sponsorship is a business agreement not a gift. Even if you do everything properly, you are still likely to receive many rejections before you finally succeed.
Success in securing sponsorship results from:
- Careful planning and targeting
- Realistic proposals
- Good negotiating
