There’s a little secret that many businesses have managed to keep. It is the simple fact that they want to give their money to charitable organizations. In fact, they often set aside an annual minimum amount that they need to pay as sponsors of charitable events or projects. They do this for two reasons. The first is that they want to contribute to the community that they operate in. The second is that they want community members to see them make contributions to local organizations because it improves their reputation among customers and potential customers.
Some organizations understand this. They make calls to local businesses. They send out emails to potential sponsors. Maybe it leads to a small, once-off donation. Maybe there’s simply no response at all. This creates the perception that there is a trick to getting sponsorships and only the largest associations have mastered it. This is a misconception. The smallest of associations can earn significant, long-term sponsorships that will help them grow and develop. The key is approaching the sponsorship with the right set of tools:
Tool #1: Understand Sponsorship
At its most basic, sponsorship is simply a marketing campaign for businesses. They pay an association a set amount of money to be promoted. The most common example of this transaction is at an association event. The sponsor will be able to display their brand on banners and promotional items at the event and in radio, television, print, and online advertisements for the event. Alternatively, some sponsors will choose to sponsor a project, such as the construction of a new space for the association. A part of the space or even the whole building could be named after the sponsor.
The key to securing this sponsorship is presenting a strong non-profit brand and professional appearance. Process Donation is a tool that empowers organizations to do this. To find out the other tools to use in order to gain corporate sponsors, please read Part 2 and Part 3.