The best return on the investment of a corporate sponsor is helping out the charity, but it doesn’t hurt if they receive a few (or more) perks! The best sponsorship packages offer value to the sponsor through the following strategies.
First Strategy: Provide a ROI
Obviously, the biggest Return on Investment (ROI) for a sponsor is supporting the charity. When sponsoring an event, offering a robust listing of benefits will entice your corporate sponsors to give more.
- Tickets to the event
- A VIP experience (drinks, lounge area, pre-party)
- Valet parking at the event
- Recognition at the event from the podium and in the event program (or better yet, ad space in the program)
- Company logo prominently displayed on the nonprofit’s website, in press releases
- Recognition after the event in the post-event press release, photos posted on the website and social media
These ROIs are advertised through your Sponsorship packet. It is best to quantify the value of each of the items listed above so sponsors understand the benefits they are receiving. It is also helpful to list how many people will see the company’s logo online, at the event, and in the media. Visibility is key!
Second Strategy: Be “in” with the in-crowd.
Provide an opportunity to mix and mingle with a targeted audience.
“Handling our non-profit sponsorships is one of the most rewarding parts of my job. It’s important to work with non-profits that not only champion a cause that you believe in but that work to build long term relationships with their corporate sponsors. The top benefit for us is brand exposure to the right audience. The best relationships understand what is important to us as a sponsor and take this into consideration when engaging us for a donation.”
To attract corporate sponsors utilizing your attendees:
- Provide demographics of the individuals who attend your event. Most corporate sponsors are looking for a specific audience whether it be a young crowd, a wealthy subsection or those from a specific neighborhood.
- Offer a list of the prominent people who are sponsoring and attending your list like the San Diego Library is doing with their Celebration Under the Dome fundraiser.
- Or do one better, and show off your “crowd” with strategically placed photos throughout the sponsorship packet like The Academy of Our Lady of Peace.
Another way to create the “in-crowd” is by honoring your Organization’s prominent supporters. By honoring one of your highly visible supporters at an event, you will attract sponsors who want to also honor this individual through sponsorship and/or mingle with this individual and his or her colleagues who are most likely going to be at the event.
“Corporate sponsorships and community involvement can go hand-in-hand. Non-profits often have a highly diverse group of supporters, making their events an excellent opportunity for building relationships—a connection strengthened by interest in a common cause.”
Third Strategy: Offer creative sponsorship opportunities at all monetary levels
The Museum of Contemporary Art San Diego has offered sponsorship levels for their Monte Carlo Bollywood fundraiser from $2,500 to $100,000 so there is something on the menu for everyone! You can sponsor the DJ, the red carpet paparazzi, the casino tables, or late night treats – I am pretty sure everyone at the party will be your best friend for underwriting that one!
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For the basics of corporate sponsorship check Stay Classy’s blog post.