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How Smart Marketing Can Secure Sponsorships

marketing strategy sponsorships Aug 13, 2018

When it comes to event sponsorships, be sure to communicate what’s in it for them!

It’s almost time for the fall fundraising season, and you’re likely already hard at work trying to plan, budget and, of course, secure sponsorships. That last one can be the most difficult tasks for nonprofits to accomplish, but it’s a necessity if you don’t want to pay out of pocket for the resources you need to actually raise money for your programs. The more sponsorships you receive, the more money can go towards the people you serve, and the staff that keeps your organization alive. But how do you get businesses to give?

Small businesses and corporations alike are asked by hundreds of organizations to give their time and money sponsoring nonprofit events. While you may gain the favor of some by the altruistic cause behind your fundraiser, most businesses are looking for ways in which these events can help them promote. Most businesses have a budget for charity and community outreach, but they will use that money for whichever event offers the greatest return on investment, whether it is from increased awareness or improved reputation as a community supporter.

In your sponsorship packet, you need to include what’s in it for them and clearly define how your event will promote their business as an event sponsor. Some ways you may provide incentives for your sponsors include:

  • Mention/logo on your website
  • Sponsor logo on promotional material
  • Mention on event blog or print media coverage
  • Sponsor mention/promotion on social media
  • Signage and/or naming opportunities (branded bar or tent) at event
  • Mention during event presentations
  • Endorsement by your organization on their website or social media
  • Tickets or entry to event for employees and/or executives

Though these rewards may seem small, they actually pay off tremendously for small businesses. They give the representatives a prime networking opportunity to reach out to the community and other businesses, and often can secure them positive media exposure. To help them gain that press, be sure to provide statistics on the event – how many people attended, media mentions, dollars fundraised – to help them with their own promotion of the event, and to prove a high ROI.

If a sponsor has a positive experience with your organization, they may be more likely to sponsor next year. You won’t have to start from square one anymore. Instead, you can slowly build a rapport with event sponsors and have them give continually every year. By using these tips, you should have no trouble finding sponsors year after year, for many events to come.

BONUS: I’ve also got a Sponsorship Request Do’s and Don’ts Guide for you. You can GRAB IT HERE. 

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It includes expert insights from my corporate days where I gave money to nonprofits for nearly a decade and can help you get money from big businesses!