Top Ways to Gain Sponsors for Fundraising Events

a mutually beneficial relationship

Nonprofits have codependent relationships when it comes to their corporate colleagues. Corporations, big and small, provide nonprofits with financial support, and in return, nonprofits provide marketing and a potential boost in business. However, if these relationships aren't nurtured, they can be short lived.

So how can nonprofits gain sponsorships (specifically for fundraising events), and how can they maintain those relationships throughout the years? Here are five easy ways for nonprofits to gain sponsors:

brand marketing is key:

Companies view sponsorship as a business arrangement, regardless of their investment in the nonprofit's mission. Sponsoring a charity is a strategic way to build brand awareness and increase sales. Because of this, companies want to know, "What’s in it for us?" This is an opportunity to showcase their logos anywhere and everywhere on your event collateral. Logos can be displayed on t-shirts, banners, signage, food, lights, newsletters, ads, bags, PSA's, press releases, billboards, invites, website pages and emails.

provide analytics and metrics:

Before sponsoring, companies should know what their return on investment will be. A best practice is to provide companies with estimated metrics for their sponsorship. For example:

• Magazine Ad | Run dates: Jan 1-March 31 | Estimated 150,000 impressions

• Email blast | Sent on Feb 7 | Emailed to 5,000+ recipients

• Direct Mail | Mailed on Jan 20 | Mailed to 20,000 recipients

• Social Media Post(s) | Post dates: Feb 22-28 | Potential reach to 4,000+ followers

After the sponsorship ends, you can also provide analytics on the the actual numbers reached, like social media impressions, open rates and donations received.

keep the lines of communication open:

Provide corporate sponsors with a list of appropriate contacts and e-mail addresses so they have the opportunity to reach out with any questions they may have along the way. It's important to always deliver on what you’ve promised within your sponsorship. Remember, it's a give and take relationship.

give them acknowledgement:

Companies who sponsor charities want to be recognized for their philanthropic efforts. This step is easy to do because it requires very little funds to accomplish. Your nonprofit can:

• Acknowledge them in speeches, meetings and interviews with the press

• Invite them for a private tour of your facility

• Thank them on your social media platforms

• Provide VIP tickets to your event where they can receive special treatment

make sure to reach out for their approval:

It's important that before any event collateral is created, you get the sponsors to sign off on any and all creative efforts featuring their logo. Their logo is one of their most important assets and it's critical their brand is being properly represented.

If your nonprofit utilizes these steps, not only will your corporate sponsors feel appreciated but they will most likely return for a second, third and fourth sponsorship.

---

Author Shannon Fernandez