March 2019 – Lauriane Lebrun, Marketing & Communications Coordinator

For many nonprofits, funding can be hard to come by.  When donations and/or membership dues aren’t enough, sponsorship programs can be a great way to bring in additional revenue.  But in order to entice sponsors, you’ll need to offer a worthwhile marketing opportunity.  Here are some ideas to consider as you get started:

What are you currently doing that could be turned into a marketing opportunity?

If your nonprofit has a website, uses social media, or publishes a newsletter, then you already have excellent marketing channels right at your fingertips.  Other ways you could market sponsors include:

  • Printed logos or company names listed on signage, t-shirts, or programs at your organization’s events
  • Offer your sponsors a speaking opportunity and/or a booth to showcase their products/services at your events
  • Send an email blast to your contacts on your sponsor’s behalf
  • Include your sponsor’s logo in emails sent to your contact list
  • Offer complimentary tickets to your organization’s events

What’s in it for them – exactly?

Make sure you have specific sponsor benefits in mind.  For example, if you are offering advertising on your website, how big should the ad be, and how long will it run?  You should also be aware of your reach (e.g., how many Facebook “likes” you have or how many people usually attend your events).  If the numbers are good, be sure to use them to your advantage by sharing them with potential sponsors.

Market your sponsorship opportunities in the right places.

Speaking of potential sponsors, they won’t know what you have to offer them unless you get in front of them on paper, online, on the phone, or in person.  Furthermore, you’ll want to make sure you are focusing your efforts on the right companies.  Try to think about it from their perspective – how will advertising to your nonprofit’s contacts benefit them?  If your nonprofit supports local artists, for example, you’re probably more likely to be sponsored by an arts-and-crafts store than the neighborhood gym.       

Set up a variety of sponsor levels, and be willing to customize opportunities when feasible.

Not every sponsor is going to have the same budget or goals, so be sure to offer multiple options.  Naturally, the top-level sponsorship will bring in the most money for your organization, and should include the most sponsor benefits.  That said, the lowest-level sponsorships should still be of some value, both to you and the sponsor.  If the costs of setting up a small sponsorship opportunity don’t outweigh the benefits, then it’s best to put more focus into the higher levels.  Depending on how flexible the circumstances are, you may also want to consider customizing your sponsorship opportunities to meet the goals of particular sponsors.  For example, letting your top-level event sponsor have a say in where the event they are supporting will take place can help them reach their target audience.

Follow up.

A satisfied sponsor may very well be a repeat sponsor, so don’t forget to follow up with an update regarding how their support made a difference.  And, of course, be sure to express your gratitude!

The Lexian Management newsletter is for informational purposes only.

Always consult your attorney, accountant, and/or insurance provider to obtain advice with respect to any particular issue or concern.