A Message From Our Sponsor
Corporations are demanding more for their sponsorship dollar
The days of chequebook philanthropy are over. Shrinking marketing budgets coupled with increasingly strategic giving practices mean companies are no longer willing to sponsor an event without first asking how it will benefit them. If your organization is seeking funding from corporations, understanding their expectations and objectives is crucial.
Before approaching a potential donor for a sponsorship opportunity, research the company thoroughly. Review its annual reports, look for current information on the Internet, and learn the company's view of social responsibility. Make a shortlist of companies with similar goals and markets as your non-profit
organization.
Then consider the reasons why a corporation might decide to sponsor you. How does your event align with the company's strategic priorities? Will it garner media attention for the corporation or further its business development goals? Will it strengthen relationships with a particular community or type of consumer? Think of potential donors as clients and anticipate what they will want in return for their philanthropic investment.
The next step is to cultivate a direct and personal relationship with the company. Arrange a meeting to explain your organization's role, vision and long-term plans. Excite potential sponsors with your organization's most innovative programs. Demonstrate your knowledge of their sector and discuss the relationship, if any, your organization has had with them in the past. Above all, emphasize how sponsoring your event or program will raise their public profile and enhance their bottom line.
If you don't receive funding for your event, don't be discouraged. Corporations are increasingly looking for long-term partnerships with non-profits they can trust, and it takes time to build a strong relationship with a prospect. A well considered, respectful sponsorship proposal will go a long way to win a company's confidence and may yield results in the long run.
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