8 Things I Wish Someone Told Me About Sponsorship

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8 Things I Wish Someone Told Me About Sponsorship

I used to be convinced that if I had a sleek proposal and a good pitch letter, the corporations I solicited would see that my organization was deserving of sponsorship, and just give us money … right? NOPE!  And if I sent proposals to everyone on my list, SOMEONE would see the value, and send me a check. NOPE! I want to help so that you don’t make the same mistakes, waste time, or money!



Myth 1: I don’t have sponsorship prospects


Truth: Most all individuals, small business, and organizations have sponsorship prospects. Ask your stakeholders and leadership to introduce you to prospects. Additional sources include your vendors and the retailers in your community who may want to develop mutually beneficial partnerships


Myth 2: I can’t attract a big sponsor


Truth: Sponsorship is a mutual business proposition that offers something in exchange for a financial investment. Think of sponsorship as a sales transaction and the numerous ways you can help a sponsor enhance their profile, make sales, or attract prospective customers.


Myth 3: I don’t have anything of value to sell


Corporations spend billions of dollars partnering with individuals, small business, and organizations that can help them reach their ideal customer. Why not you? With a mutually beneficial offering, YOU can get sponsored to: attend industry conferences, lend your expertise, host focus groups and provide many other benefits.

Myth 4: Only non-profit organizations can get sponsorship

Truth: For-profit organizations can form mutually beneficial partnerships and get cash sponsorship from corporations. Many non-profit organizations receive corporate philanthropy, which is motivated by altruism and supports a socially beneficial cause without financial or material reward to the corporation.


Myth 5: My proposal isn’t designed properly

Truth: Your proposal does not have to be fancy to be viewed favorably. If you have a connection to the corporation, they will likely consider your modestly designed proposal over the glossy graphically designed proposal of someone they don’t know.

Myth 6: I keep calling the corporation’s community relations department. No one ever calls me back. They must not be interested.

Sponsorship can come from dozens of contacts within one corporation including marketing, sales, public relations and supplier diversity teams. Corporations also hire marketing and ad agencies to identify sponsorship prospects and spend money on their behalf.

Myth 7: The economy isn’t stable enough

Truth: Corporations spent over $200 billion dollars last year sponsoring individuals, small business, and organizations More than 7 in 10 corporate leaders anticipate their philanthropy budgets will be roughly the same this year amid continued worries about the economy. About 27 percent say they will give more and 2 percent will donate less. Source: Chronicle of Philanthropy

Myth 8: I can provide value to a sponsor through promoting their logo

Truth: Don’t be shortsighted in thinking that logo recognition is of the highest importance to corporate sponsors. Think about it, do corporations like Pepsi really need you to promote their logo?

What do you think of these tips? Did they help you out? Let me know in the comments section below, or email me at anisha@iamanisha.com

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